VR is rapidly reaching the marketing industry, and brands have already started using it to increase awareness, promote engagement and enhance the customer experience.Although its usage is still at an early stage, there are already some great examples from brands who are making it work for their marketing strategy. Here are some examples,
Marriott Hotels have collaborated with Framestore VR Studio and Relevant to create a 4D tourism experience. “Teleporter” helps consumers transport to Marriott Hotels, from Hawaii to London, transforming the use of technology in the travel industry.
TOMS Shoes have focused their branding message on making an impact on the world, and that’s how they also use VR technology. A visit to their store in California allows people to live the experience of their shoe donations in Central America. This is achieved with a VR chair, showing to customers in the most direct way how the company proceeds to shoe donation every time a new sale occurs.
Jaguar wanted to promote their sponsorship of Wimbledon in an impressive way, and so opted to offer a cinematic experience through VR.
McDonald’s have seen numerous successes with their global marketing strategy in the past, so it’s no surprise that they have already jumped into trying out VR technology.
They started by turning a Happy Meal Box into a cardboard VR headset, “Happy Goggles”, in Sweden, finding a new and innovative use for their ubiquitous boxes. Customers can enjoy the game “Slope Stars” that comes with the headset, and try out skiing through virtual technology.
The idea increases the in-store engagement in the least expected way, and also promotes the idea of repurposing the box for a better use.
Virtual reality allowed people to fly over Wimbledon’s court with the use of Google Cardboard, with Andy Murray offering the tour. The end landed viewers in the Centre Court, turning into Murray for a moment to score a match point. The result was impressive and it managed to engage a targeted audience and strengthen the brand’s benefit from the sponsorship in the most visually appealing manner.