Virtual reality is a technology that allows users to experience virtual environments similar to the real world. Virtual reality in experiential marketing is becoming an increasingly important tool for companies that want to create innovative and engaging brand experiences for consumers.
The importance of virtual reality lies in its ability to create immersive experiences that allow users to experience the brand in a whole new way.
3 examples of how virtual reality can be used in marketing:
1. Immersive brand experiences:
Virtual reality can provide a fully immersive brand experience, allowing consumers to experience a product or service in a high-quality virtual environment. For example, a clothing brand can create a virtual fitting room experience so customers can see how clothes fit before purchasing, or even watch a runway show of its products.
One brand that has used VR to create a virtual runway experience is Tommy Hilfiger . The brand on Tuesday introduced a new virtual reality shopping experience in which customers could watch Hilfiger’s Fall 2015 runway show in 3D, 360-degree virtual reality.
The virtual reality experience was made possible by a Samsung VR headset, which gave users a front-row view of the show at the Park Avenue Armory in Manhattan.
“Through VR, we can now bring our one-of-a-kind fashion show into the retail environment,” said Tommy Hilfiger. “From the incredible set and music to the exclusive behind-the-scenes moments, consumers will be able to see the clothes move and view the collection in the original show environment.
Tommy Hilfiger brings virtual reality to its stores - October 22, 2015
Tommy Hilfiger brings virtual reality to its stores - October 22, 2015
2. Virtual events and activations :
Virtual reality can also be used to create virtual events and coo means in company activations to promote a product or service. For example, a car brand can offer a virtual driving experience where customers can test drive the car in a realistic virtual environment.
One brand that has used this digital technology to offer a virtual driving experience is Audi . The German brand has created an experience called " Audi VR experience ", which allows customers to experience driving some of its vehicle models in a realistic virtual environment.
The experience uses virtual reality technology and a motion simulation cockpit to create an immersive experience where users can feel the sensation of driving an Audi on a virtual race track. Additionally, users can customize the experience by changing the vehicle type, environment and weather conditions.
The initiative has been used in various brand events and activations, allowing Audi to offer customers an exciting and engaging driving experience without having to be in an actual vehicle. In addition, the initiative demonstrates the brand’s commitment to innovation and technology, and can help differentiate it from other automotive brands in the market.
3. Interactive advertising:
Virtual reality can also be used in interactive advertising, such as commercials or promotional videos. For example, an advertisement for a travel brand can allow users to explore a tourist destination in a virtual environment, creating a more engaging and interactive experience.
One brand that has used technology in an interactive experience to allow users to explore a tourist destination in a virtual environment is British Airways . In 2019, the company launched an advertising campaign called " British Airways' BA 2119 : Flight of the Future," which included a virtual reality experience called "Fly," which allowed users to explore a future tourist destination in space.
The VR experience allowed users to immerse themselves in a thrilling journey where they could explore a space hotel, walk on the lunar surface and observe Earth from space. The initiative was created in collaboration with advertising agency Ogilvy UK and VR experience design studio Framestore.
The advertising campaign and experience were an innovative way to showcase British Airways’ futuristic vision and demonstrate its commitment to innovation and technology. In addition, the initiative provided an exciting and engaging experience for users, helping to stand out the brand in the competitive airline and travel market.
Other Interactive experiences with this digital technology:
Coca-Cola : The brand launched a campaign called "Coca-Cola Virtual Reality Christmas Ride" in 2016 by the soft drink brand. It was a VR experience in which users could ride a virtual Christmas sleigh driven by reindeer and ride through the streets of a snowy city. The campaign was launched in several countries, such as the United States, the United Kingdom and Singapore, and users could experience it through a virtual reality headset.
Coca Cola Virtual Reality Christmas Walk
Coca Cola Virtual Reality Christmas Walk
Samsung: The electronics brand has used virtual reality to create immersive experiences in its stores and events, allowing users to experience its products in a more interactive way.
Samsung launches VR campaign.-MeriStation
Samsung launches VR campaign.-MeriStation
Red Bull – The energy drink brand has used VR in several advertising campaigns and events, such as the “ Red Bull Air Race VR Experience ,” where users could experience what it’s like to fly in a stunt plane.
These are just a few examples of how Virtual Reality in experiential marketing creates unique experiences and engages consumers in a more emotional and interactive way.