Marketing in Virtual Reality
In 1935, Stanley G. Weinbaum was one of the first science fiction writers to dabble in the idea of virtual reality. Almost one hundred years later, that once fictional technology has become a very real marketing tool, with brands like Coca-Cola, McDonalds, Volvo and Disney all breaching the fourth wall into virtual reality marketing. There’s a reason why this new avenue has become a hot-ticket item for many multi-million dollar marketing strategies. Continue reading to find out why!
An important aspect of virtual reality marketing is that it allows users to be active while also retaining the information they’re presented with. During a VR experience, participants put headsets on and are submerged into vastly new environments. It allows brands to present users and clients with a personalized experience to show exactly what they’re capable of.
The applications are seemingly limitless. For example, a consumer interested in taking a vacation can put on a VR headset and be transported to a foreign city where they can experience a walk along a main shopping concourse or even browse through a resort spa or hotel room accommodations. Being able to experience these things in a new, enhanced way can influence purchasing behavior in a big way.
VR headsets aren’t exactly common household items at this point, but many brands are adding VR stations into their store locations or featuring them at events to enhance the user experience. Better user experiences translate to increased conversions and repeat/loyal consumers.
Customize Your Experience
Brands are taking the initial layout of VR and spinning it to meet their needs. For instance, last March, Coca-Cola released special edition packaging of their 12-packs that could be morphed into a VR headset for smartphones. An unlikely move from a beverage company, it just goes to show how important it is to use new technology in conjunction with brand marketing that’s already been established.
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*Contributed by our fall intern, Phillip Aievoli