Marketers Begin Exploring AR/VR
At the end of last year, research firm IDC predicted that “in 2017, 30% of consumer-facing Global 2000 companies will experiment with AR/VR as part of their marketing efforts.“
As IDC noted: “Interfaces are the essential gateway to customer engagement and they are evolving much faster than many have anticipated. IDC expects AR/VR to reach mass adoption levels by 2021, when more than a billion people worldwide will regularly access apps, content, and data through an AR/VR platform.”
The question, of course, is how – as VR adoption continues to grow – advertisers can utilize the medium now.
“Once developers find a way to win the mainstream market, marketers and advertisers will have a glorious new medium for experimentation,” wrote Jayson DeMers in Forbes.
So what might that advertising look like? For brands seeking for inspiration, Business2Community offers some examples. These examples make clear that advertisers are using the VR platform to give users an experience – in other words, “to take you there.”
Where is there?
For Volvo, it’s a test drive in the mountains. For Marriott Hotels, it’s to take newlywed couples on a virtual honeymoon. For outerwear company Merrell, it’s to take users “on a dangerous mountain hike in a richly immersive virtual world from the very comfort of Merrell’s showrooms.” Another interesting example comes from McDonalds, which “presented their customers with their very own version of a Google Cardboard box that can be made from the Happy Meal box itself.”
While brands continue to test new ways to leverage the VR medium to engage with consumers, the idea of taking users someplace they can’t immediately reach on their own provides potentially-useful test cases.