Momentum Japan to develop 'phygital' experiences

Momentum Japan wants in on the virtual, augmented and mixed-reality land grab. The activation agency, which is part of McCann Worldgroup, has formed a ‘Phygital Experience’ team to innovate in those three areas as well as retail.

The ‘Phygital Experience lab’ will operate in conjunction with Nadia, a Japanese digital content producer that also operates internationally. According to a statement from McCann, Nadia is recoginsed for its expertise in extended reality (XR).

McCann sees Japan as a key market for Momentum with the approach of Tokyo 2020. Jason Alan Snyder, Momentum Worldwide’s global chief technology officer, will act as an adviser to the team in Japan.

The unit is expected to integrate the multitude of ‘reality’ technologies into events, shopper marketing and content and develop new tools and processes to in turn create new experiences for consumers. While there is significant interest around XR from both marketers and consumers, brands have a long way to go. A recent global IBM study found 70 percent of consumers are unimpressed with the so-called 'experience revolution' brands have promised them.

Campaign hopes to provide more information as to what this unit will offer and how it will operate through a separate interview with Snyder.