Immersive Virtual Reality is emerging as a powerful marketing tool, and a handful of innovative brands have found the hidden code to an effective and successful Immersive Virtual Reality experience; creating campaigns that engage and satisfy shoppers while increasing sales.
Immersive Virtual Reality marketing is steadily positioning itself as a pivotal transition point: the beginning of a growth cycle in a new age of modern day technology. When a new marketing technology yields traction, brands have the opportunity to capture a new kind of moment with shoppers, to create a breathtaking wow factor that leaves a lasting impression and establishes an emotional connection unlike any other marketing approach.
Here are 4 top brands that have created experiences using Immersive Virtual Reality marketing to stand out from there competitors.
Volvo Reality: XC90 Virtual Reality Test Drive
Gorgeously designed, Volvo Reality shifts beyond delivering a singular Virtual Reality driving experience – the individual episodes also produced a captivating narrative.
The Volvo Immersive Virtual Reality experience is optimized for Google Cardboard, but it’s also available publicly on smartphones with a video-only experience so viewers can preview the VR experience with the hardware they have available to them.
The North Face VR Experience
Designated for shoppers that live for outdoor thrills and adventures, The North Face VR Experience delivers a unique active brand experience that puts viewers at the center of an adventure, making them feel like they are actually climbing to new heights at Yosemite National Park. The experience was created for Google Cardboard, available via Google Play.
The North Face VR experience built a lot of buzz with its SXSW (South by SouthWest) debut. Media coverage also included the Washington Post, Chain Store Age, Digiday, and Chicago Tribune, which established “The North Face” as a brand that is pushing the envelope in retail Immersive Virtual Reality experiences.
The experience quality is limited by the current capabilities of users’ devices, but for a limited-time campaign, The North Face successfully generated the buzz they were seeking.
Marriott Hotels Virtual Travel Teleporter
Marriott created a sense of “Virtual Reality travel” for guests, using an Oculus Rift VR to make viewers feel like they were virtually transported to Marriott hotels across the country. The Virtual Reality Teleporter marketing campaign encouraged participants to share their experiences with the tag #GetTeleported. Using the Oculus Rift VR head mounted display (HMD) inside a specially-made booth, Marriott went a step further to being fully immersive with a 4D “sensory experience” that includes mist and warm air for exotic destinations.
Although it was a short term campaign with limited physical reach, Marriott caught the attention of both tech (Wired) and travel press (Travel and Leisure), adequately building their brand and alluring viewers to book their next travel destination.
Art of Patrón Virtual Reality Experience
Taking a “bee’s eye” view, Patron used 3D video captured with a drone camera to tell the rich compelling story behind the way their tequila is made. The immersive experience takes you through the bee’s journey as it chases the agave plant, from harvest, to its transformation into tequila.
“Virtual Reality paves the way to opening up a dialogue about how most anything is intricately produced.” – Global Chief Marketing Officer of Patron, Lee Applbaum
The company’s passion for quality and tradition behind tequila comes across in the experience viewed with an Oculus headset, on the website, or iPad.
What makes these Immersive Virtual Reality Experiences Stand Out?
Each of these premier brands uses a different immersive Virtual Reality technique, nonetheless, the experiences share several commonalities.
- They all stand out with strong breathtaking creative concepts and each has a clear message to deliver.
- They blend age-old storytelling techniques together with the new tech of Immersive Virtual Reality devices.
- Each campaign has a strong distribution strategy that strikes a balance to produce a high-quality Immersive VR experience for those with a headset, while making a small taste of the experience widely available via video or mobile devices.
The key element that sets these Immersive Virtual Reality experiences above the rest is the element of control: users are able to create a design or move through the Virtual creation, becoming an active participant instead of a passive viewer. This ability to control the experience elevates a campaign into a fascinating experience that increases a brand’s connection with the end user.
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