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SXSW 2022

XR Debate: Fad or Function for Modern Brands?

XR (virtual, augmented and mixed reality) are revolutionizing storytelling and how brands connect with consumers. Through an increasingly immersive and self-directed world of new media experiences, AR is poised to exponentially increase engagement in an interactive way. This panel will consider the increasing interaction between creators, agencies, brands and consumers and what that means for retail and marketing. Discover how this new storytelling language is being used and how audiences are engaging.

Moderated by the IAB, the panel will bring together leaders from Unity, LoopMe and Digitas for a deep discussion on what immersive storytelling means and how AR ads and XR activations are changing the consumer experience.

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  1. Debate whether using VR/AR/mixed reality is too expensive and complex for most brands.
  2. Understand the types of brands that benefit the most from using these tools.
  3. Hear examples of how XR has been used and how the results of those campaigns/interactions were measured.


  • Zoe Soon, VP of Experience, IAB
  • Tony Parisi, Head of AR/VR Ads and eCommerce, Unity
  • Keith Soljacich, VP/GD Experiential Technology, Digitas
  • Christina Park, VP Enterprise Sales, LoopMe


Amy Scarlino, Founder & CEO, Scarlino Speaker Strategies, LLC

Meta Information:

  • Event: SXSW
  • Format: Panel
  • Track: Advertising & Brand Experience
  • Track 2 Game Industry
  • Level: Intermediate
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