Creating Prototypes
Immerse 101 has now solidified our understanding of what an immersive theatre show is and what elements are in play. These elements have been distilled into the three immersive principles which we have defined here.
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To develop our unique business model we decided to use these principles to create better communications for our clients within the over-saturated experience economy.
We decided to make the prototypes in house. Once we had established whether the immersive principles could be implemented it would have been interesting to take the research further by organising a workshop at this point and use a brand that we had already created a successful campaign for as a starting point. We have not had the opportunity to do this yet but Immerse 101 remains keen to develop our understanding and research.
We have created several prototypes that can be seen here in our portfolio.
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Immerse 101 are fortunate to represent a wide range of bands with different aims, needs, purposes and aesthetics which is reflected in our prototypes.
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We began our creation of these prototypes by focusing on implementing the immersive principles onto different mediums such as billboards, AR, VR, TV Advert of for radio. We found this method to be restrictive of the creative process as it limited our ability to combine different mediums across an idea to make it truly immersive.
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One criticism we have encountered and recognise is that we are a London Centric company that has created London Centric experiences.
We do believe that these experiences have the potential to be rolled out across other cities and towns especially under the correct supervision.
It was easier for us to position these prototypes in London because our team collectively knows this city better than any other and meant that we didn’t have to use valuable time and resources understanding other less familiar locations.
Immerse 101 debated bringing in external marketing consultants to work with our internal experts to develop prototypes in a workshop environment as we felt this might assist with generating a greater range of examples. We considered that it might also be useful to observe how easily those unfamiliar with the immersive principles could implement them and where the potential struggles were.
The reason we chose not to bring in external professionals was that we worried that it would be difficult for those unfamiliar with the principles to implement them without any prior knowledge of immersive theatre or examples to learn from. We were concerned that instead of creating work the participants might become too focused on the principles and attempting to understand them rather than creating interesting and useful prototypes.
The prototypes will potentially provide an example for marketers of how the immersive principles can or can’t work and that should be enough to support the technique if successful.
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We have created an inhouse document which we refer to as our handbook where our team has compiled explanations and examples of how the immersive principles can be implemented. The handbook is available to the public but was created specifically for our own team and the development of our own understanding so may not be accessible to all who read it.
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Immerse 101 therefore decided to create immersive communications that were organic in the way they naturally combined different types of communications to create a well-rounded experience.
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