THE FUTURE HAS ALREADY BEGUN. AR AND VR ARE TRANSFORMING TV ADVERTISING INTO AN INTERACTIVE EXPERIENCE

21. 8. 2025 Smart TVs, augmented reality and the advent of new devices such as Apple Vision Pro are fundamentally changing the way brands communicate with customers. Television and outdoor advertising are no longer just one-way communications – they are becoming interactive, personalised experiences. Companies are investing in AR and VR campaigns for higher engagement, better conversions and lower costs. And even though these formats still face technical limitations, their role in the marketing mix is increasingly compelling.

ESTRELLA AND NETFLIX’S NEW YEAR’S HEIST CAMPAIGN ON ATRESMEDIA

14. 11. 2024 To promote Netflix’s new series Berlin, Estrella teamed up with Atresmedia for an innovative, interactive campaign during Spain’s most-watched TV moment—the New Year’s Eve countdown. The objectives were clear: generate high awareness for Berlin, enhance Estrella’s brand image, and make an impact with a campaign that broke through traditional ad norms. A one-of-a-kind approach In a first-of-its-kind approach, Atresmedia and Estrella crafted a unique gamified experience by staging a thrilling, real-time “jewelry heist” that unfolded during the New Year’s ad break. Instead of standard commercials, Atresmedia viewers were pulled into a high-stakes heist scene inspired by Berlin, with clues embedded throughout the segment. This immersive storyline invited viewers to participate as detectives in real-time, tasked with figuring out the heist’s “solution” before the ad break ended.