Virtual tryvertising. Marketing strategies for empowered customers

The aim of this study is to look at the experiential marketing strategy virtual tryvertising, by analysing a specific case study: augmented reality application Ikea Place. It provides customers with set tools prefigure representation piece furniture within physical space, in order appraise its fitness prior time actual purchase, and hence provide benefit for him/her. semiotic analysis will be carried out taking into account use practices prescribed promotional discourses company. In particular it two advertising videos which accompanied launch 2013 2017. also consider added value gain users that adoption type technology entails, understand AR media not only as mere commercial purposes, but tool empowering users’ appraising skills traditionally used context dressing room store.