Despite increasing investment in immersive experiences, many AR/VR brand activations fall short—disengaging users or missing business goals. In this capstone project, students will act as strategic consultants for MoVA, a Vancouver-based immersive tech company, to investigate failed AR/VR campaigns and identify recurring breakdowns in experience design, market fit, and deployment.

Students will evaluate 3–5 real-world campaign failures across retail, event, and cultural sectors, applying strategic management frameworks, competitive analysis, and market research to assess what went wrong. MoVA will provide campaign leads, industry context, and support throughout.

The goal is to identify gaps in customer expectations, messaging clarity, and execution strategy—and then recommend actionable improvements. Students will synthesize their insights into a full strategy report, helping MoVA refine its offerings while equipping brands with a smarter path to immersive marketing success.

Students will submit a detailed project proposal, final strategic business report, and a client-ready presentation. The report will include market and competitor analysis, root causes behind failed campaigns, and a strategic roadmap highlighting how brands can avoid similar missteps. It will also provide recommendations for MoVA to position its solutions more effectively within the immersive tech landscape. Students will evaluate operational risks, market trends, and implementation feasibility, ensuring insights are grounded, actionable, and tailored for real-world use. This project supports business process improvement, strategic marketing, and MoVA’s long-term growth in the WebAR and experiential activation space.