5 Examples of Virtual Reality Marketing
Virtual Reality (VR) is no doubt growing in popularity and is showing no signs of slowing down. A forecasted total of £1.4trillion will be added to the global economy by 2030 due to new technologies.
VR can range from creating incredible experiences to improving the way organisations operate. Consumers love personalised experiences and are looking for interactive and engaging content. This is why VR in marketing is used by the world’s top companies.
VR is giving consumers a new way of interacting with their favourite brands. Below, we will discuss some examples of Virtual Reality Marketing.
virtual reality marketing examples
Shoe brand, TOMS, took customers on a virtual trip to Peru to experience giving shoes to children in need. TOMS follows the business model called ‘One for One’. When a customer buys a shoe from the company, a person in need receives a free pair of TOMS shoes. The business model has put TOMS at the forefront of the social-entrepreneurship movement.
The ‘Virtual Giving Trip’ was a perfect VR opportunity to showcase the success of ‘One for One’. A 360 Video was posted on TOMS’ YouTube and Facebook channel. Members were also encouraged to visit the TOMS’ Virtual community. The founder of TOMS used Virtual Reality Marketing as it is ‘the greatest technology to create empathy’. Stanford Researchers confirm that virtual reality can help people be more compassionate. This campaign strengthened TOMS’ brand perception and showcased them as a company who walks the walk.
2. BT Virtual Reality with Scottish Rugby Team
Fans were in the heart of a training session held by the Scotland National Team. A combination of VR Headsets, team audio and haptic suits created the ultimate fan experience. They experienced players running at 25mph and felt the game like never before.
BT provided this experience so that fans could get closer to the action. BT also plans to make the technology more widely used across the country. The Scotland National Rugby Team acknowledges VR’s importance for training. The team's lead performance analyst considered it a prospective game-changer.
3. Adidas TERREX Delicatessen
Adidas wanted to promote their outdoor brand. So, customers virtually climbed the 1040 meter high Delicatessen Mountain. Adidas sponsors the best climbers in the world and this global marketing campaign puts people in the climbers’ shoes. The experience demystified extreme climbing for customers.
The 360 Experience offers a POV of a mountain climber so that users feel like they are a part of the journey. The campaign gave ‘thrillseekers an experience that taps into their inner adrenaline junkie’. The campaign was shown at Adidas’ Global Marketing Meeting. 800 Adidas executives in Germany saw the capabilities of Virtual Reality Marketing. It was also showcased in retail stores across the world. A roadshow even toured 10 Chinese markets.
4. GSK’s Migraine Experience
Virtual Reality Marketing is not limited to adrenaline and adventure. GSK built a VR Migraine simulator to help non-sufferers understand that it is more than just a headache. The condition can affect friends, family & co-workers. For those who do not suffer from migraines, it can be hard to comprehend how debilitating they are.
The virtual experience would replicate a migraine. With effects such as blind spots, light sensitivity and disorientation. The educational marketing campaign was popular. The video received 20 million views and generated more than 285,000 social media engagements.
The healthcare market offers opportunities to tell stories which is why VR is growing so much within the industry. It can be of profound benefit to human health. GSK created an app for this campaign which made it possible for a huge number of people to experience first hand the effects of a migraine.
5. Thomas Cook - Try Before You Fly
Another 360 VR Campaign was successfully used by travel agency, Thomas Cook. Customers visiting flagship stores experienced holiday destinations around the world. Using a VR Headset, future flyers experienced snorkelling in Egypt, a helicopter tour of Manhattan and the Skyway in Singapore.
Thomas Cook saw a 190% uplift of bookings for New York after the Virtual Reality Marketing campaign. The Chairman of the Digital Advisory Board, stated that VR will change experience-based products. This sentiment is even more relevant now. Germany’s Tourist Board says that VR is essential for maintaining interest during travel restrictions. VR is providing inspiration for real-world travel and getting potential customers excited.
THE POTENTIAL IN VIRTUAL REALITY MARKETING
I know looking at the world’s biggest Virtual Reality Marketing Campaigns may seem redundant to most small business owners. But it is sometimes important to see how fast things can change in the tech and business world.
Although your business may not be as big as Adidas or GSK, the key factors of VR use is transferable to most companies. For example, the empathy and compassion element shown by TOMS and GSK. Or the personalised experience provided by Thomas Cook and BT’s Virtual Experience with the Scottish National Rugby Team.
As an extra reward example to show you, we can tell you about our project, Flash Flood!
6. BONUS EXAMPLE: FLASH FLOOD
In collaboration with Dr Chris Skinner from the University of Hull, we created a VR training experience for schools and events. We presented the viewers with the catastrophic effects of a disastrous flood.
In partnership with researchers, we ensured that it reflected the real events of a 2007 flood in the north of England. It was designed as an outreach tool for the NERC Flooding from Intense Rainfall project. The training experience is still used and supported by organisations.
This is a great example of why all companies could and may be using VR in the future. It is a popular and rapidly growing market.
If you would like to discuss anything, please do not hesitate to contact us. Or maybe you want to look at our other marketing projects.