We are used to thinking that virtual reality is mainly for gaming and entertainment. However, a growing number of companies in various countries are using VR for marketing purposes. Besides the obvious goal of taking advantage of trendy technology, brands are leveraging other advantages of VR. Among them are full content immersion, message retention and a deeper emotional connection.
In this article we assembled five marketing campaigns of famous brands in which VR is used.
McDonalds launched a project in Sweden, where a specially prepared box from a Happy Meal, which was popular among the children, turns into cardboard VR glasses called Happy Goggles. Parents along with their children assembled the glasses themselves and skied down the slopes in VR. McDonalds launched a project in Sweden, where a specially prepared box from a Happy Meal, which was popular among the children, turns into cardboard VR glasses called Happy Goggles. Parents along with their children assembled the glasses themselves and skied down the slopes in VR.
The project increases the audience’s engagement in a non-standard way and promotes the idea of reusing the carton packaging.
VR glasses out of the Happy Meal box
During the Christmas season, Coca-Cola offered all willing participants the opportunity to take a sleigh ride in virtual reality. With the help of the Oculus Rift helmet, thousands of people across Poland could immerse into a virtual world and feel themselves like Santa Clause. The VR experience is similar to a roller coaster, except that it is pulled by deer and flying over the entire country.
Ride on a virtual sled of Santa Claus
The Chinese e-commerce giant Alibaba launched a platform for online shopping in VR called Buy+, which lets customers choose merchandise in a virtual shopping center as if they were actually there. They could buy the merchandise right there on the spot. Expensive helmets such as HTC or Oculus are not needed to use Buy+. All you have to do is insert your smartphone into the most basic cardboard VR glasses.
Online VR shopping
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The American chain of home improvement stores, Lowe’s, offered customers to visualize the apartment of their dreams in virtual reality. In a specially equipped zone of the store, called Holoroom, the customer can choose the color of the walls, both kitchen and bathroom appliances, the furniture and other and interior objects. Then, with the help of a virtual reality helmet, you can appear inside that exact apartment. It goes without saying that everything you see in VR can be bought at Lowe’s.
Creating perfect housing in VR
As part of a promotion for the upgraded version of the XC90 SUV, Volvo distributed cardboard virtual reality glasses to the customers. All they had to do was download an app on their smartphone in order to appear inside the virtual automobile and drive along a scenic route. This way, potential buyers could appreciate the car’s interior and immerse themselves into the driving atmosphere.