All of us are not new to this term. Similar to technological innovations and disruptions, experiences are not a stranger to all of us, but it is an idea that marketers are exploring and utilizing in areas like experiential marketing.
While we are familiar with physical products and services, the ultimate way to remind your customers about your brand is by providing them with a moment/feeling that is unforgettable. We may not recall the brand of the camera/specification/settings of the camera, but we definitely do remember the experience it brings us. We remember how that moment made us feel.
Thus, that explain why marketers are keeping an eye on the potential of what VR can bring to the brand experience. Here are some of the ways brands are utilizing the VR experience to achieve their brand objectives.
Demonstrating product attributes, features and functionality
Etihad Airways has provided its potential customers an immersive experience of what it is like to travel aboard its award-winning Etihad A380 aircraft.
Shane O’Hare, senior vice president of Marketing for Etihad state that “ This campaign helps us to bring that narrative to a global audience, putting the viewer at the heart of our award-winning A380 experience. This VR film also sets a new benchmark in marketing, technology and innovation. “Some things need to be experienced, not explained,” he says. “You don’t explain the taste of a meal at a high-end restaurant or the feel of good linen in a five-star hotel bedroom. In the same way, our incredible A380 product cannot adequately be described by words alone, or by traditional film, or even by 3-D film alone. It must be experienced. Virtual reality allowed us to make that experience real for viewers.”
There has never been a better fit of VR technology and travel marketing. It’s all about demonstrating the power of VR to transport you to places/providing you with an experience that you might otherwise not get to experience.
Extract from: AdWeek
Immerse its users in a branded entertainment experience, creating excitement and engagement with its consumers
MacDonald had jumped on the VR bandwagon where it launched its VR marketing campaign called Happy Goggles, where consumers transformed their happy meal box to a “happy goggle”.
DeLu Jackson, corporate VP of Global Digital Engagement stated that “Our brand has always stood for convenience and fun, so we set out to offer a glimpse into what the future of fun could look like at McDonald’s through our VR experience at SXSW,” “McDonald’s is always exploring new technologies that can create new ways for consumers to engage with the brand.”
This experience may be how McDonald’s instilling brand loyalty in customers at a young age, a practiced it would later be attacked for in future.
Extract from UnrealEngine
Providing a new, more captivating and invigorating dimension to traditional print and video story-telling
The New York Times VR film “The Displaced”, shot by Vrse.Works had earned New York Times the top prize in the Lions Entertainment Grand Prix contest. “The Displaced, which immersed the viewer in the lives of three child refugees, was extraordinary both as an editorial and a marketing piece”, stated Goodman, Lions Entertainment jury president and chief creative officer and co-head of CAA Marketing. He urged the journalists not to describe its power but assembled them to watch it for themselves. However, he did stated that it did satisfy 1 criteria in particular – the brand connection.
Rather than describe its power, he urged the journalists assembled to watch it for themselves, but he did say that it satisfied one criterion in particular—the brand connection.
What makes it successful is that it managed to capture the devastating effects of war and puts you at the heart of the story.
Extract from AdWeek
Thank you for reading
Till next time,