David Blecken
May 22, 2017

Momentum Japan to develop 'phygital' experiences

A new team will work with digital content agency Nadia to offer 'extended reality' solutions.

Momentum Japan to develop 'phygital' experiences

Momentum Japan wants in on the virtual, augmented and mixed-reality land grab. The activation agency, which is part of McCann Worldgroup, has formed a ‘Phygital Experience’ team to innovate in those three areas as well as retail.

The ‘Phygital Experience lab’ will operate in conjunction with Nadia, a Japanese digital content producer that also operates internationally. According to a statement from McCann, Nadia is recoginsed for its expertise in extended reality (XR).

McCann sees Japan as a key market for Momentum with the approach of Tokyo 2020. Jason Alan Snyder, Momentum Worldwide’s global chief technology officer, will act as an adviser to the team in Japan.

The unit is expected to integrate the multitude of ‘reality’ technologies into events, shopper marketing and content and develop new tools and processes to in turn create new experiences for consumers. While there is significant interest around XR from both marketers and consumers, brands have a long way to go. A recent global IBM study found 70 percent of consumers are unimpressed with the so-called 'experience revolution' brands have promised them.

Campaign hopes to provide more information as to what this unit will offer and how it will operate through a separate interview with Snyder.

Source:
Campaign Japan

Related Articles

Just Published

2 hours ago

Dentsu organic revenue declines 2.4% in 'encouraging...

Organic revenue fell 0.9% in Japan and 3.5% internationally in the first quarter, but overall underlying profit grew 20.8% as margins improved.

7 hours ago

Singed by antitrust fine, Alibaba posts first ...

The tech giant posted an operating loss of RMB 7.6 billion ($1.1 billion) due to a RMB 18.2 billion ($2.78 billion) fine levied by China’s market regulator.

7 hours ago

Thai mom-and-pop shops get a free geo-targeted boost

With help from Dutchmill Group and Wunderman Thompson, more than 200 micro retailers are starring in their very own ads and enjoying higher revenue. This delightful initiative has made Ad Nut's week.

7 hours ago

Campaign Crash Course: Tips for marketers to tap ...

As marketers look for more effective ways to target consumers, gaming is rapidly emerging as a great way to catch their attention. Here's how marketers can tap this opportunity.