Virtual reality devices are going to revolutionize Internet marketing.
Businesses are already exploring the potential of virtual reality devices in various aspects of marketing and many savvy tech marketers have already started reaping the benefits.
VR marketing is an efficient way of creating short term brand experiences with long term benefits. These experiences are similar to that of a viral video which one can easily share among their peers.
With Google Nexus rolling out VR-centric smartphones this year, the influx of VR-driven mobile devices in consumer markets is just a matter of time.
Establishing a prominent foothold over a VR platform will give companies an edge over their competitors. Such a move won’t just be a declaration of a company’s technological advancement, it will also be a positive indication of its futuristic vision, thoughtful leadership, and dynamic team.
Staying ahead of technological advancements and adopting these strategies effectively plays a big role in attracting new customers. At the same time, it makes current customers confident about their brand choice which in turn leads to brand loyalty.
Quite a few companies are already exploring VR marketing and pioneering this new-age innovation. Here are 5 brands that are ahead of the curve with VR marketing.
This innovative VR marketing campaign by McDonald’s, called Happy Goggles, transformed a Happy Meal box into cardboard goggles. All a buyer needs to do is to unfold the box, refold it using the printed instructions and insert their phone inside. McDonald’s has even launched an app to personalize the experience more.
Not only is this effective marketing but it’s also a great branding exercise.
McDonald’s is currently launching VR technology in Sweden. Although, still in its infancy, we might just see this all over the UK and US pretty soon. As innovative as this initiative is, it’s just the beginning of VR marketing in the restaurant business.
2. Boursin® Sensorium
A comprehensive 360-degree video experience for cheese. Sounds unreal, right? Boursin worked with a concept that would appeal to the senses, provoking food stimuli and ultimately making the user crave cheese.
Their VR marketing campaign got 70 thousand views on YouTube, earning them the Masters of Marketing award in 2015. Boursin worked to deploy the same video in shopping malls and let people come and experience it.
This exercise generated some great results, reflecting the propagation of VR marketing in the processed food industry as well.
3. XC90 Test Run by Volvo
This VR app by Volvo puts the user behind the wheel of Volvo’s XC90. The user simply slides their phone into Google Cardboard to enjoy an immersive experience where they can see the car interiors, look out the windows and drive. When the user purchases an XC90, they already feel a connection to the vehicle.
The campaign worked well for Volvo, earning them quite a few views on their YouTube video. Volvo initiated the use of VR technology to market their products and pioneered the trend of VR marketing in the automobile industry.
4. Merrell Trailscape
Merrell became the first business in the travel industry to explore the scope of VR technology in marketing with Trailscape. This is the first example of the commercial use of virtual hiking and adventure walks. Merrell used virtual reality to familiarize prospective travelers about the magnitude and depth of hiking within a medium sized room.
Users could walk around the room as if they were hiking on a mountain. Merrell’s Trailscape added a thrill factor, too, by deploying an optic-track motion capture system where users were required to duck and move ahead in case of a landslide or falling rocks. This innovation was even showcased in 2015 at the Sundance Film Festival.
5. Marriott Hotel’s Virtual Travel Teleporter
The Marriott chain of hotels made it possible for luxury travelers to transport themselves to their hotel through VR headsets before they reached their destination. The use of virtual reality in tourism is expected to grow.
The user can be “teleported” to a beach in Hawaii or to the cliffs of Scotland. Marriott used VR technology because they wanted to showcase their hotels and locations all over the world. This brilliant move by Marriott makes them the first in the hotel industry to jump on the VR bandwagon.
VR technology is progressing gradually, and more marketers are turning to VR technology to enhance customer experience. With new advancements in VR technology, we can expect similar marketing campaigns from other companies in a bid to move their brands ahead of the competition.