With all the buzz and attention about AR (Augmented Reality), VR (Virtual Reality) and MR (Mixed Reality) how does it fit in the Digital Marketing space? We are at the beginning of a new era of connecting with consumers. Through an increasingly immersive and self-directed world of new media experiences, XR is enabling a new way for marketers to communicate with their customers. For marketers to fully realize the opportunity digital reality presents, they must understand this new storytelling language and how their audience is engaging. In this presentation, we will explore how XR technologies play into brand storytelling and engagement and review case studies from brands that are delivering real-world results.