The Gen Z Mindset

Gen Z isn’t “the next big thing” anymore — they are the moment. They’ve entered the workforce, are spending their own money, and their influence is growing fast. In fact, a recent report from Visa predicts that Gen Z will drive virtually all consumer spending growth through 2035, representing a whopping $4.2 trillion opportunity by the middle of the next decade. 

But with that opportunity comes a challenge: Gen Z doesn’t typically engage with traditional advertising. They’re not passive consumers. They want to participate, explore, co-create, and interact. This generation craves authenticity, hyper-personalization, and digital experiences that feel more like entertainment than sales pitches.

And here’s something important to note: 90% of Gen Z and Gen Alpha identify as gamers. That means they’re used to immersive, gamified environments where they have agency and control — and they’re bringing that expectation into how they interact with brands.

So how do you market to Gen Z in a way that actually resonates? Enter: immersive experiences.

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What Immersive Tech Offers (and Why It Works)

Let’s start by breaking down what we mean by immersive experience technology in the context of marketing campaigns. We’re talking about things like:

• Immersive 3D websites and virtual stores (think: branded digital worlds)
  
  
• Augmented Reality (AR) try-ons or showroom overlays
  
  
• Gamification elements like digital scavenger hunts or unlockable content
  
  
• AI-enhanced personalization (like conversational, naturally speaking AI agents)
  
  
• Mobile friendly experiences accessible on devices Gen Z already uses
  
  

These tools aren’t just flash for flash’s sake. They mirror how Gen Z already interacts with the world through platforms like Roblox, Snapchat, and TikTok. They expect smooth, interactive marketing that’s intuitive, visual, and rewarding.

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Why It Works:

• Deeper engagement: More time spent on site means more time to convert.
  
  
• Emotional connection: Immersive spaces spark curiosity and delight — emotions that build brand affinity.
  
  

Shareability: Gen Z lives online. Experiences that are screenshot-worthy and TikTok-able get shared.

Real-World Examples of Immersive Marketing Campaigns

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🖤 e.l.f. Cosmetics: The Virtual Luxe Lounge

e.l.f. has never shied away from being bold, and their Virtual Luxe Lounge is no exception. Designed as a digital speakeasy exclusively for loyalty members, this immersive marketing campaign gave users early access to holiday drops, exclusive coupons, and secret “rooms” that unlocked with each new product release.

The smart thinking behind the beauty (why it works). 

• It feels special (gated content for loyal fans)
• It has evolved over time (keeping users coming back)
• It drives loyalty and increased order values (with built-in discoverability)
  
  

e.l.f.’s strategy highlights a key Gen Z insight: It’s not just about what you sell. It’s how you make your audience feel when they buy it.

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🧘‍♀️ Alo Yoga: 3D Retail + Wellness in One

Alo’s immersive experience is a case study in brand-aligned innovation. Their virtual showroom allows users to walk through curated spaces, mix and match outfits in a “Virtual Closet,” and even unwind with guided meditation videos on a serene terrace; the epitome of their “wellness-first” philosophy.

Originally launched on both web and Oculus Meta Quest — and highlighted at NYFW 2023 —  it’s a full-blown interactive marketing environment where commerce and content collide.

Healthy mind, body, and engagement metrics

• Increased time spent engaging with product pages
• Higher average order values from users who explored in the 3D space
• Stronger brand recall post-experience

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💎 Swarovski: Glamour Gets Gamified

Swarovski leaned into nostalgia and style in order to showcase their Ariana Grande capsule collection. The immersive environment is a classical Hollywood-inspired Digital Flagship. 

Visitors to the site discovered:

• A selfie booth for viral social sharing
• A red carpet game (yes, really)
• A scavenger hunt with real prize incentives

When gamification turns product discovery into an experience that’s fun, personal, and social-ready, both dwell time and conversion rates really start to sparkle.

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Best Practices for Brands

Thinking of stepping into the immersive space? Here’s how to start smart:

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1. Choose the Right Solution

Not every brand needs a VR headset experience. Solutions, like Infinite Reality’s iR Studio or iR enterprise platforms, can help you launch high-impact 3D experiences that are desktop- and mobile-friendly, meeting Gen Z where they already are (no devices or downloads required).

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2. Think Interactivity, Not Just Aesthetics

Gamified elements, quizzes, and clickable hotspots keep users engaged and give them a reason to explore. Gen Z wants to feel like part of the story.

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3. Keep It Accessible

Immersive doesn’t have to mean complicated. A seamless mobile or browser-based experience can be just as powerful (and more widely adopted) than full-blown VR.

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4. Build Community, Not Just Campaigns

Immersive tech isn’t a one-and-done trick. Use it to create loyalty loops; experiences that evolve, unlock rewards, or build on each other over time. Gen Z has seen and heard it all. And they can spot the difference between authentic immersive culture and marketing companies dabbling their toes in immersive waters.

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5. Test, Learn, Iterate

Don’t guess. Measure. Track dwell time, click-through rates, cart size, and bounce rates. Compare immersive performance to your traditional web or app channels and adjust accordingly. 

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Don’t miss the party: Immersive Isn’t Optional. It’s Expected.

To market to Gen Z is to accept that we’re no longer in the era of passive consumption. We’re in the age of experience-first commerce. Immersive technology gives brands the tools to not just sell, but to inspire, connect, and create moments that stick.

Whether through a virtual store, an augmented reality campaign, or an interactive loyalty program, brands that embrace this shift are experiencing higher conversions, deeper loyalty, and a whole lot more buzz. And that means they’re already winning.

So no, immersive isn’t a gimmick. It’s the future of Gen Z marketing. And the brands who get that now will be the ones who own the next decade.