Virtual and augmented reality are set to take off in a big way over the next two years, according to industry leaders. However, there are already brands using the platforms to showcase their latest marketing campaigns.
Virtual reality (VR) is changing the face of marketing. It’s already one of the most important technologies of the 21st century and has welcomed a new audience to the marketing industry.
Roughly 30 percent of marketers will experiment with AR and VR applications this year, according to Forbes. Experts claim that even if a handful of agencies tap into this percentage it will drive the industry forward and open new markets.
The Future of Marketing has selected ten of the most talked about marketing campaigns currently in the public domain and what they offer consumers.
Jaguar unveiled one of the most talked about VR campaigns of the summer when it launched a promo to showcase its sponsorship of the Wimbledon Tennis Championships in England. The VR user can hover over center court, listen to Andy Murray talk about the history of the championships, and leap into his body to experience playing on grass. Users can experience this via a VR headset, online or through an app.
Etihad Airways uses VR marketing in their latest “Reimagine” campaign. Users can experience flying in first or business class through their VR tool. Travelers will sit next to Hollywood movie star Nicole Kidman and experience what it’s like to travel like an A-lister. Etihad claims the tool has been successful in showcasing their seat options and is still used today.
The McDonald’s happy meal marketing promo is one of the best on the market. The campaign allows users to create their own VR headset by folding the happy meal box into the device. Users can then slot their phone into the viewer and use app programs to become a VR participant.
Topshop’s Catwalk Experience is still remembered in fashion for being one of the first VR marketing campaigns to become truly commercial. Users sat on the front row of a catwalk/runway show to experience the new collection. Delivered via a 360-panoramic video stream, the campaign was rolled out during fashion week and received global press coverage. The campaign also won the ‘Project of the Year’ award at the BT Retail Week Technology Awards.
Volvo’s VR test drive is still operating and proving a big hit with consumers. The tool has been highly successful in giving potential buyers a Volvo experience if they live far away from a dealership. It has seen more customers come through the door and has won praise right across the marketing industry. The VR test drive is currently available for their XC90 SUV, and other models are set to follow suit.
Tom’s Shoes is known for its “donate a pair and get a pair back” concept. The company uses a virtual reality chair in their California store that allows customers to experience their unique concept, values and how they operate. Users can take a tour of the store and receive a virtual reality rundown of its ethos.
One of the biggest television shows of the 21st century became one of the first to use VR to deliver its “Ascend the Wall” exhibit. By using the VR platform, users were transported inside the show and into scenes from The Game of Thrones series. It became a huge hit with fans who couldn’t wait to become a part of the show.
Lowe’s Holoroom is a virtual reality Do-It-Yourself clinic for customers. The VR tool is placed inside Lowe’s stores and shows customers how to complete DIY, like a tutorial. Creators estimate that the tool is nearly 40% more effective than YouTube tutorials, and has brought in new customers.
Coca Cola’s Santa’s virtual reality sleigh ride allowed users to become Santa and was a huge hit last Christmas. By using an Oculus Rift headset, residents of Poland became immersed in this Christmas themed VR ride. Users flew over towns and cities and experienced a rollercoaster ride in the night sky.
To help promote the new Star Wars film, Disney released one of the most anticipated VR marketing campaigns of recent times. Users experienced a 360 VR fly through in one of the locations used in the Star Wars movie. The content was also pushed out on Facebook’s new 360 videos, which reached an even wider audience.