As brands look for easily incorporated multi-sensory aspect to add to consumer-facing events, many are opting to host virtual reality activations that provide a full immersion in an experience entirely designed by the brand. From flavor journeys that recreate the cultivation of a popular cheese to in-store sledding stunts that transport shoppers to the Arctic, there are plenty of virtual reality applications that can enhance the in-store experience and add a memorable aspect to any brand pop-up.
Iconic footwear brand Converse has partnered with creative agency Anomaly to create a virtual reality experience illustrating the renowned sneaker’s pop cultural history titled In Their Chucks. The virtual reality experience is available through an app for iOS and Android in addition to the outdoor installation currently taking over New York City’s Flatiron District.
The innovative digital campaign brings in regular people as well as celebrities like indie band King Tuff, artist Ron English and actress Joanna DeLane to provide content for the app in the form of interactive stories detailing their own personal histories around the iconic Chuck Taylor Converse shoe.
The recently launched campaign will continue in such cities as Amsterdam, Berlin, Boston, Mexico City and London, and will grow to include all traditional forms of media. The In Their Chucks campaign is a clever marketing campaign seeking to building an inclusive community around the brand through engaging, relatable content.
Located within London’s Waterloo Station, a recent VR-powered Stella Artois activation offered the chance to get a literal bird’s eye view of the event. The immersive campaign is a followup to their event at Wimbledon 2014, for which they produced a film profiling Rufus, a hawk that patrols the airs around the stadium in order to keep away pigeons.
For Wimbledon 2015, Stella Artois expanded on its sponsorship in its presentation of ‘The Perfect Flight,’ a virtual reality experience that transported individuals to the gaze of Rufus as he soared over London. The creative VR experience was produced by Unit9 for the Oculus Rift, while Stella Artois has also launched an app for Google Cardboard users.
This experiential campaign is an excellent way to interact with consumers and build the brand’s presence at the annual tournament.
Dior Eyes is an innovative new retail concept pioneered by the iconic French fashion house that will serve as an immersive way to interact with clients. To be available for public use in Dior stores by June 2015, Dior Eyes will provide a behind-the-scenes look at the world of the brand’s backstage show preparation.
In order to create the Dior Eyes experience, the couture house partnered with DigitasLBi Labs France.
Dior Eyes is an intriguing concept based on the brand’s understanding of the new meaning of fashion week shows and the relationship between luxury brands and consumers. The exclusivity of the Dior Eyes virtual reality experience is an ingenious way for brands to take back the power in terms of behind-the-scenes fashion week coverage from bloggers and other industry influencers.
Outdoor gear company Merrell is one of the latest to show how a virtual reality experience can be created for the purposes of marketing. Ahead of this year’s Sundance Film Festival, the brand is teaming up with visual effects studio Framestore to present attendees with an Oculus Rift experience by the name of ‘TrailScape.’
TrailScape coincides with the launch of Merrell’s new Capra hiking boot, which takes inspiration from the way mountain goats are able to climb the sides of rocks with such ease. In order to simulate an outdoorsy excursion, the VR experience will feature a totally immersive setting, complete with a headset so that people can walk around in a simulation of nature, taking in all of the sights and sounds. By creating a visually stunning experience with technology, the brand is hoping to inspire people to get outside and get a taste of what reality has to offer.
The virtual reality experience has consumers feel as though they are a splash of Jim Bean bourbon as it travels through the pipes of a still, racks, flaming barrels and finally, into a shot glass.
After the virtual experience is over, Jim Beam presents people with an actual whiskey shot, so that they have a far better understanding of how the product came to be sitting in front of them.
The excerpts and foreword of this article was written by Rebecca Byers, and published on March 18, 2016. To check out some more VR activation examples head over to the original article, 24 Virtual Reality Activations at trendhunter.com