Executive Summary

The biggest risk in Immersive Commerce isn’t technical, it’s distinctiveness. Brands often invest heavily in « Immersive » platforms only to see high bounce rates and low visitor counts.

For the MCM « Munich to Mars » campaign, The New Face reversed this trend. We didn’t just build a 3D store; we engineered a Traffic-First Ecosystem.

By synchronizing a cinematic film campaign with a frictionless, web experience, we drove record-breaking engagement. This case study outlines the specific « Acquisition & Retention » mechanics that delivered 79% mobile adoption and a 7-minute average session time.

1. The Acquisition Hook: « Don’t Just Watch—Board the Train »

Most immersive experiences fail because they exist in a silo, separated from the brand’s main marketing funnel.

The Strategy: We utilized the Festive Film (produced in-house by TNF) not as a standalone commercial, but as a « Trailer » for the web experience.

• Unified Visuals: Because we built the film assets and the interactive assets in the same pipeline, the transition was seamless. The train you saw on Instagram was the exact train you boarded on the web.
• The Call to Action: We shifted the narrative from « Shop the Collection » to « Join the Journey. » This psychological hook increased click-through rates by promising an adventure rather than a transaction.

2. The Accessibility Key: 79% Mobile Traffic via Pixel Streaming

You cannot drive mass traffic if you block 80% of users with hardware requirements. WebGL often crashes on older phones, and app stores require downloads (a conversion killer).

The Technical Solution: We deployed the experience via Unreal Engine Pixel Streaming on a proprietary Device-Agnostic Architecture.

• Zero Downloads: Users accessed the experience instantly via a URL.
• « PS5 on an iPhone »: We processed the high-fidelity graphics on our servers. This allowed the 79% of users arriving from social media (TikTok/Instagram) to experience high-end ray tracing on their smartphones.
• Result: By removing the « Hardware Barrier, » we maximized the addressable audience.

3. The Retention Engine: The « 4-Chapter Drop » Model

A common mistake is releasing the entire experience at once, creating a single spike in traffic followed by a flatline.

The CRM Strategy: We structured the campaign as an episodic TV show, releasing 4 Chapters over 14 weeks (Oct ’25 – Jan ’26):

1. Adventure Awaits (The Station)
2. Taking Over Space ( The Train)
3. The Banquet (Zero Gravity Diner)
4. The Destination (Mars Landing)

Why it worked: This gave MCM’s CRM team a valid reason to email their database every three weeks with a « New Chapter Unlocked » notification. This strategy drove a 2.2 Return Visit Rate, turning one-time visitors into loyal explorers.

4. The Scalability Guarantee: Zero Queues

Nothing kills viral traffic faster than a « Server Full » message.

The Infrastructure: Anticipating traffic spikes from global social pushes and product drops, The New Face utilized a proprietary Auto-Scaling Architecture.

• No CCU Limits: Unlike competitors who cap concurrent users, our servers expanded dynamically.
• Global Latency <40ms: Whether the user clicked from Tokyo or New York, the stream initiated instantly.

5. The Destination: Conversion-Ready Immersion

Traffic is vanity; conversion is sanity. Once users arrived, we ensured they could shop without breaking the magic.

• The Experience: A free-roaming journey from Munich to Mars with « PS5-Level » fidelity.
• The Integration: We integrated Salesforce Commerce Cloud directly into the 3D interface via a C++ wrapper.
• The Result: Users could Add-to-Cart directly within the narrative. This reduced friction and led to a 2.3% Conversion Rate.

6. The Results: Validating the Traffic Model

By prioritizing accessibility and episodic storytelling, The New Face proved that immersive experiences can generate mass engagement.

Traffic & Engagement KPIs

• Average Session Time: 7 minutes 42 seconds.
• Mobile Traffic Share: 79% (Proving the « Device Agnostic » strategy).
• Return Visits: 2.2 per user (Proving the « Chapter Drop » strategy).

Commercial KPIs

• Product Interaction: 3.6 items per session.
• Add-to-Cart Rate: 12.5%.

Conclusion

Driving traffic to an immersive experience requires more than just « cool tech. » It requires a holistic ecosystem where Content (Film) attracts the user, Tech (Pixel Streaming) grants them access, and Strategy (Episodic Drops) keeps them coming back.

The New Face creates this ecosystem under one roof, ensuring your virtual store is never empty.