New immersive technologies (NITs) can be an ally or a rival when it comes to brand relationships. Given the multiplicity of options, marketers need to understand their customers also as audiences seeking experiences. However, such experiences need to exist within a company’s digital ecosystem. This study presents an analysis of six companies that have used NITs to varying degrees. We propose a framework in which more cases of NIT usage in companies can be studied. We conclude that the more the initiatives come from a company’s top-management overall ecosystem transformation, the more likely NIT adoption will fit into a general strategy for a brand-strengthening process and the more it will be effective. This exploratory analysis opens up a path for building new frameworks to measure a company’s degree of involvement with and usage of interactive technologies.

在品牌关系方面，新的沉浸式技术 (NIT) 可以是盟友，也可以是竞争对手。鉴于选择的多样性，营销人员需要将他们的客户理解为寻求体验的受众。但是，此类体验需要存在于公司的数字生态系统中。本研究对六家不同程度使用 NIT 的公司进行了分析。我们提出了一个框架，在该框架中可以研究更多公司中 NIT 使用的案例。我们得出的结论是，公司高层管理人员整体生态系统转型的举措越多，NIT 的采用就越有可能融入品牌强化过程的总体战略，并且越有效。