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The Weather Channel in the US debuted its Immersive Mixed Reality tech, an augmented reality-like system that simulates extreme weather. The first broadcast using the special effects, airing in June, showed a tornado crashing into the television studio, and featured 3D-rendered objects (such as a car) nearly falling on the meteorologist; in this program, The Weather Channel educated viewers on tornadoes and the safety precautions they should take if they encounter one. The Weather Channel is aiming to incorporate these effects into 80% of its programming by 2020.

Here we’re seeing perhaps the most boring TV segment becoming sensational - moving from a ‘background’ broadcast (watched while packing your kids’ lunch, doing laundry) into a program that seizes your attention. Why? Consumers can access more entertainment, through more mediums, at more moments than ever before. They can cycle through never-ending streams on YouTube, virtually draw on their environments through Snapchat’s AR; the list goes on. As a result, customer tolerance for experiences that are anything less than mind-blowing is falling to zero.

And while this is sensationalist, the Weather Channel’s purpose is meaningful too: it hopes to ensure people know how dangerous tornadoes can be, and aren’t tempted to ignore safety warnings (or worse, put themselves in harm’s way while searching for the perfect tornado selfie!).  

Okay, so you might not be dealing with information that has such a life and death impact, but can you take the key insight here and apply it to your business: could new immersive technologies transform a mundane moment into a memorable one for your customers?

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