Virtual reality continues to seduce and find new applications. Indeed, virtual reality continues to gain new market segments. Many brands are already using it as a marketing tool. It literally transports a person into a virtual world. After a rather successful introduction in the world of video games, other sectors are now also interested in it. Marketing is also following this trend in order to adapt to the technological landscape.
What is virtual reality?
Virtual reality consists of immersing the user in a virtual environment generated by a computer. It can be a fabricated world or a digital representation of real places. Various media have been developed to enable users to experience virtual reality. VR headsets are the most common, but there are other accessories and other ways to use it, even the development of virtual reality rooms in some sectors.
Generally speaking, virtual reality is very popular with the public. This is despite the fact that it requires a substantial initial investment. Although video games are its preferred field, its field of application is constantly expanding. This technology has already been adopted by real estate, tourism, national defence and many others. Architecture, health and education are also interested in it.
What are the possibilities for virtual reality in marketing?
Consumers are looking for new experiences and ever more interactivity. VR marketing is the market’s response to these trends and technological developments. Its immersive nature triggers emotional reactions in the user. The user then experiences a much more personal relationship with the brand and its offer.
Virtual reality is perfect for immersing a person in an experience, a place or an event. Journalism has shown that video contributes to storytelling. The humanitarian sector is already using virtual reality as an awareness-raising tool, highlighting its ability to reach people. For example, as we said, video games are developing more and more VR games. And this kind of technology can take various forms as the live games. This is what many online casinos as Pokerstars, Betclic or even Betiton in Ireland (https://www.betiton.com/en-ie/casino/) use to add more fun and interaction for the players adding real live dealers online and give the possibility to the players to interact directly with him and its competitors increasingly add more sensations during the game too. Of course, it permits to generate more traffic and increase the number of subscriptions at their tables of poker or blackjack for example.
Many brands are using its innovative and entertaining side to communicate and promote their offers. This technology also allows them to collect valuable information from their customers.
Which brands are already using RV for marketing purposes?
VR marketing is being used very effectively by many brands. The Marriott hotels have launched VRoom. It allows them to offer a moment of escape to their guests without them having to leave their room. In a completely different vein, The Displaced, by The New York Times, follows the daily life of a Syrian refugee child in a 360-degree report.
Ikea has developed its Ikea VR Experience application, allowing customers to create their ideal kitchen in 3D. The sports brand Decathlon offers virtual tours of its tents in several of its shops. Red Bull brings the sensations of extreme sports to life for its customers with 360° videos. North Face offers its customers the opportunity to experience base jumping in virtual reality in its shops.
Many brands have understood the interest of this technology to talk about themselves and their products, and to make the promotion of their offer. To date, various developments are still expected and could change the way we practice marketing.
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