This project aims to delve into the world of augmented reality (AR) and virtual reality (VR) brand campaigns that have not met their intended success across various sectors. The primary goal is to identify the reasons behind their underperformance and to uncover strategic gaps that may have contributed to these outcomes. By conducting a thorough analysis, learners will gain insights into the common pitfalls and challenges faced by these campaigns. The project will enable students to apply their classroom knowledge of marketing, data analysis, and immersive technologies to real-world scenarios. Ultimately, the objective is to propose data-backed recommendations that can enhance future immersive marketing strategies, aligning with MoVA Realities' mission to deliver more accessible and effective WebXR solutions. The project will focus on a small number of closely related tasks, ensuring that it is manageable within the given timeframe and skill set of the learners.

Deliverables include a project scope memo, a mid-project status report with early insights, and a final report analyzing 3–5 failed immersive campaigns. The final deliverable will outline why each campaign underperformed, supported by competitive benchmarks, market research, and customer insight analysis. Recommendations will focus on strategic gaps and go-to-market opportunities for more effective brand engagement using AR/VR. MoVA will use this document to improve product offerings and inform content for client education. A brief reflection report will highlight how the student applied business theory, critical thinking, and data-driven insights to a real-world client challenge.