Texas Immersive Institute

UT Texas Immersive Institute Engages Multiple Senses for Modern-Day Storytelling

Red Fan promotes the genius behind interactive storytelling.

The Story

Texas Immersive Institute (TXI) at the University of Texas in Austin takes an entirely unique approach to marketing. As part of UT’s Moody College of Communication, TXI equips students with the training and tools to master immersive storytelling that is intimate, interactive and experimental.

Immersive storytelling uses innovative technologies like augmented reality (AR) to provoke genuine actions and establish authentic connections that transform how people experience and interact with the world around them. It’s far more than reading or watching something; it’s about experiencing content and surroundings through multiple senses to become fully immersed in a topic.

TXI projects have included Solar Run—an immersive, educational and researched-based web-AR experience about skin cancer and sun care—and The In Between, which explored death by diving into the transitional space where the mind goes during the last minutes of consciousness.

Challenge

The inspiration and leadership behind this innovative program is Erin Reilly, professor of practice at the Moody College of Communication and founder of TXI. Reilly is committed to giving the program and its students the resources they need to be successful. But like any passionate leader, when it comes to the spotlight, Erin puts the program first before seeking and acknowledging credit for herself.

Reilly engaged Red Fan to raise overall awareness for the program and boost her thought leadership. After a short six-month engagement with Red Fan, Reilly and TXI secured the attention of more than 133 million readers and 124 media mentions in local and national media.

Solution

Red Fan teamed with Reilly and her students to tap into high-profile topics that she and TXI could offer insights and commentary on. From April through October 2023, Red Fan developed and executed a thought leadership roadmap and media relations campaign around AI in music and entertainment, virtual reality, and Gen Z in the workforce. In addition, Red Fan sought out speaking engagements for Reilly in high-profile events.

Results

Through its collaboration with TXI and strategic media relations strategy, Red Fan secured local, national and trade coverage for TXI, established Reilly’s thought leadership, and supported the organization with outreach surrounding TXI’s marquee events. Coverage included:

EdScoop’s Cutting EDge Podcast: How UT Austin is helping students, staff embrace VR

Austin Woman: “The Power of “Yet”

Austin American-Statesman: UT Austin students make shortlist for 2023 Yugo BAFTA Student Awards

Tech Times: Gen Z Graduates See AI-Driven Workforce as Opportunity to Flourish, June 28

Business Insider: As Gen Z enters the workforce alongside AI, staying nimble is key to building a career

Speaking engagements included a session at the 2023 CMSWire CONNECT Conference, joining Ice-T and Katrina Taylor, principal UX designer at Lululemon.

Share this Case Study

Red Fan Communications helped propel the Texas Immersive Institute from the university’s ‘best-kept secret’ into a recognized leader with coverage in Business Insider, EdScoop and multiple publications throughout Austin. Their strategic approach wasn’t just about publicity—it was about understanding the nuanced intersection of immersive technology, education and the meaningful storytelling that drives our students’ work. The Red Fan team operated with creativity and a refreshing blend of professionalism and personality that mirrored our own approach to immersive storytelling—intimate, interactive and experiential.