Bringing brands to life: The Channel 9 VR experiment that paid off

As marketers, we’re always on the lookout for fresh ways to cut through to our audience. 

Search, social media and email marketing are tried-and-tested pillars. But often, you need to think differently to get attention – and be remembered. 

Could virtual reality be your next creative edge? 

Ask the team behind Space Invaders – Channel 9’s decluttering show that used a mobile-based ‘3D adventure’ to draw viewers in and immerse them in the story.

For them, virtual experiences offer an engaging form of brand storytelling. One that blends entertainment, ecommerce and education into one seamless interaction. 

We spoke with Olesya Pasko and Gavin Douglas to unpack how the Space Invaders virtual experience worked – and what we can all learn from it.

Discovering a new way to cut through 

Today, immersive environments offer more than novelty. 

They pull audiences into a story – inviting them to explore, engage and linger longer than most digital touchpoints allow. At a time when audience attention is increasingly scattered, that kind of interaction is a rare win.

And it proved to be exactly what Olesya Pasko was looking for. 

As Head of Branded Partnerships at independent production company WTFN – the team behind decluttering show Space Invaders – she’s constantly on the hunt for new ways to help partners cut through.

‘We live in an era where audiences are fragmented across multiple channels, and marketing budgets are tighter than ever,’ she says. ‘The brands featured in our shows are looking to move audiences from screen to basket in a tricky environment.’

So when Gavin Douglas, co-founder of Drawbridge Labs – a company specialising in interactive 3D mobile experiences – presented an idea to extend WTFN’s storytelling, she knew it was worth exploring.

‘Using immersive technology with Space Invaders gave us a way to continue the story, letting viewers experience decluttering for themselves and discover relevant products along the way.’

Making the story clickable 

Previously, WTFN had provided PDFs listing the products featured in each episode. 

But this was something else. Rather than tacking on sponsor shoutouts in a static format, WTFN and Drawbridge Labs built a 3D virtual home that invited viewers to step from their phone screen into the world of the show.

(Want to see what it looked like? Explore the 3D experience for yourself!) 

‘We were aiming for something that felt really connected to the content,’ says Gavin. ‘Relevant at every step, with voiceovers and interaction – almost like a TV show that moves with you.’ 

The 3D adventure first launched during Season 4, initially as a ‘shop the look’-style experience. Viewers could scan a QR code during the episode, which would open a virtual home on their phone. Here, they would explore products used in the show – everything from Kmart storage solutions to Taubmans paint samples. But that early iteration felt too product focused.

‘We realised it needed to do more than just showcase items,’ says Olesya. ‘Space Invaders is ultimately about people. Their stories, their challenges and how we help them change their lives by letting go of clutter. The virtual experience needed to reflect that.’

So, for Season 5, the team reimagined it. The experience opened with a message from host Peter Walsh, inviting users to join him on a decluttering mission.

Inside, they could move their device to explore each room and interact with clutter and products as they went.

‘Gavin’s team created clutter on the bed that you could pack into boxes, and virtual paint tins you could use to recolour the walls,’ says Olesya. ‘As users interacted with each product, they had the option to click through to the vendor’s website to make a purchase.’

By helping Peter declutter and reimagine the space, users became active participants in the transformation. Not just shoppers filling their cart.

‘The storytelling element changed the dynamic,’ says Olesya. ‘It made the experience feel fun and emotion-driven, not just transactional.’

The lessons learned 

There was plenty to tweak and learn along the way. 

In the Season 4 iteration, some viewers struggled to navigate the experience. They either didn’t scan the QR code in time, hesitated when asked to grant sensor access on their phone – or dropped off when entry felt too slow or clunky. 

‘It was a sharp learning curve,’ says Olesya. ‘For Season 5, we made the QR code more prominent, gave it more time on screen and streamlined the entry steps. That’s when we saw a noticeable lift in engagement.’

Those insights are now informing Gavin’s upcoming projects with Big Brother, MasterChef and other clients.

‘Reducing friction was key,’ he says. ‘We risk losing a part of our audience at every step, click and prompt. Our aim now is to get people from scan to experience in as few taps as possible.’

Olesya also discovered that some brands translated more naturally into a virtual environment. 

‘Flooring Extra is a good example,’ she explains. ‘Viewers could click through flooring samples and watch the entire room change in response.

‘On the other hand, less visual products that are sensory based were harder to integrate. For example, viewers could click on a remote and be guided towards an air conditioning unit, but they couldn’t feel cold air blowing from it. Some products are just harder to recreate in a meaningful way.’

Even so, Olesya saw value in trying. ‘From my perspective, it’s always about what we can give back to the brands.’ 

And that philosophy inspired some brands to go one step further – partnering with Drawbridge Labs to create their own virtual experience. Rather than selling products outright, the goal was education: to teach customers what’s involved in refitting their homes with their products.

‘It shows how flexible this technology can be,’ says Gavin. ‘Whether the goal is to drive conversions, build brand awareness or explain a complex offering, the format can be tailored to suit it. 

‘But it only works if it’s contextually relevant,’ he adds. ‘The experience must feel like a natural extension of the content.’

When ROI meets brand building

With 2 seasons of immersive content behind them, the team had time to reflect.

How do you measure success in a virtual environment?

‘It depends on what you want to achieve,’ says Gavin. ‘There are 2 sides to it. One is sales and ROI. The other is brand lift. If you can achieve both, that’s the dream.’

Built-in analytics allowed Olesya to gather valuable marketing insights throughout the experience. From the moment a viewer scanned the QR code, the platform tracked everything from heatmaps and dwell time to clicks, drop-offs and cart activity.

‘From day one, our platform was built as a data aggregation tool,’ says Gavin. ‘Entertainment is great. But you also need to know how people are engaging. That’s what lets you scale, optimise and demonstrate real value.’

For marketers, it means immersive experiences are measurable and strategically useful, bringing rich behavioural insight into previously hard-to-quantify content interactions.

And in the case of Space Invaders, the results spoke for themselves.
‘We had 35,000 people use the experience, which was amazing,’ says Olesya, ‘but in our case, the journey ended on the brand’s website, so we couldn’t track conversions. 

‘For us, the real win was that our brand partners loved it and came back the next season. That tells us they saw value. One partner even told us they weren’t focused on ROI. They just wanted to be seen as an exciting, forward-thinking brand. And we gave them a way to do that.’

It’s a reminder that the most meaningful results aren’t always measured in clicks or conversions. Brand perception can have just as much long-term value. 

Making immersive work for your brand

To wrap up, we asked Olesya and Gavin what advice they’d give to any marketers inspired to try immersive content for themselves.

Their message was clear. 

‘Start with the story,’ says Olesya. ‘You have to engage first, then promote. If the experience isn’t emotionally or narratively connected, it won’t land.’

‘Think about how your existing content or campaign could live in another format,’ Gavin echoes. ‘If it aligns naturally, it can create a whole new level of impact.’

Get the storytelling right, and you could have a powerful new brand-building tool in your arsenal. 

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