(Editor's note: Ho stands in front of an xAd-sponsored coffee cart that provided free takeaway coffee for all the jet-lagged and hungover Cannes Lions attendees throughout the festival. To drive awareness of this presence, the company placed iBeacons in the delegate registration zone and at the entrance to the Palais, which triggered push notifications to people nearby on their mobile devices. Ho talks about the pros and cons of beacons in location-based marketing.)
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Under the new normal, more than ever brands are using augmented (AR) and virtual reality (VR) to craft experiences that engage and inspire customers. NYX Professional Makeup’s Yasmin Dastmalchi shares her insights on how marketers can get ahead of the competition by embracing the virtual economy in a discussion moderated by Meta’s Leigh Thomas and Campaign’s Gideon Spanier.