Will Virtual Reality be the future of marketing? The constant search for new forms of advertising and marketing to capture user attention has made the union between these disciplines and technology increasingly narrow.
According to the Top Digital Trends of IAB Spain, virtual reality, which had already been developing throughout 2016, will end up consolidating this year thanks to the development of technology and the generation of specific content.
Virtual reality aims, through the use of technology, to produce an appearance of reality that makes the user feel that it is present in it.
Feeling in the middle of the Pacific Ocean, diving in it or furrowing the skies is possible without leaving the sofa at home. Only one virtual reality device is necessary.
It is not surprising the development that virtual reality is experiencing, as consumers increasingly demand experiences, as in the case of branded content.
Some platforms such as Facebook have already taken a step forward in this area. The social network par excellence recently launched Facebook Spaces for Oculus Rift, the virtual reality glasses of Mark Zuckerberg’s company.
Facebook Spaces is a virtual space in which to interact through a previously created avatar.
All large companies that belong to the computer sector are focused, to a greater or lesser extent, on virtual reality.
In the case of Google, the company has its own virtual reality device: Google Cardboard with which to enjoy all YouTube videos in virtual reality in addition to all those Google Play Store applications.
Other brands that seek to market their products or services through the experience that can be lived thanks to devices of this type, makes virtual reality a potential technique for marketing and advertising.
4 campaigns in which virtual reality is the protagonist
McDonald’s wanted to take advantage of the pull of virtual reality and did it with their own glasses.
Just as Google has the Cardboards, which are nothing more than cardboard glasses at a very affordable price, McDonald’s turned its iconic Happy Meal box into augmented reality glasses with which to enjoy the game ‘Slope Stars’, created expressly for the occasion.
These ‘ Happy Goggles ‘ were only launched in Sweden on the occasion of the 30th anniversary of Happy Meal.
Science fiction films have an opportunity in virtual reality to offer the viewer an even more immersive experience.
During the promotion of the film Mars, starring Matt Damon, the plot of the film was used to promote it through the creation of virtual reality experiences.
The lucky ones who managed to try them could enjoy for a few minutes of touring the red planet.
Luckily for everyone, in November 2016, an interactive and immersive adventure in which to enjoy Mars was launched for PlayStation VR and Steam VR.
Can you imagine what a car ride should be like without driving? Well, with the campaign carried out by Volvo, you can surely get an idea of how such an experience would be.
The Swedish car company decided to promote the Volvo XC90 using Google Cardboards.
The company made a 360º video in which its new model made a journey at different times of the day and with climatic changes included. All with background music that made the experience even more relaxing.
Samsung is a company that has its own virtual reality glasses, the Gear VR, so it is not surprising that he decided to perform some action that took full advantage of the capabilities of his device.
Stories acquire another dimension when we talk about virtual reality, the future of marketing. With Bedtime VR Stories, stories come alive.
The app developed by Samsung allows parents and children to enter the same virtual reality where they can interact and enjoy together the stories available through 360º videos.