07/07/2022

How Brands Integrate AR & VR In Marketing Strategy?

Insights

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Technology advances rapidly and these desires change. A brand needs to keep up with them.

Augmented reality (AR), a new trend in marketing and sales, allows brands to offer customers unique experiences by tapping into their mobile devices.

This technology is being integrated by brands into their Digital Marketing strategies in order to give their audience “a feeling of what they can anticipate from the product/service they are purchasing”. AR/VR adds an innovative edge to their marketing efforts.

These brands used AR/VR in their marketing campaigns.

Samsung VR | A Moon For All Mankind VR

Samsung and NASA collaborated to create an immersive VR experience of lunar gravity in 4D. This VR experience was created for participants of a campaign that offered them an authentic experience on the moon landing. Wearing a Gear VR headset, users are required to put on a flight suit and harness. Then, they are immersed in an immersive visual and physical experience that recreates the moon mission.

This moonwalking experience is one of the most realistic. The Samsung design team and NASA’s Active Response Gravity Offload System team (ARGOS), worked together to create this feeling by mapping the partial gravity experience of walking around the moon.

Marketing campaigns by Samsung are known for their creativity and ingenuity.

Oreo presents a 360deg interactive environment that is filled with rich, chocolatey treats. 360i created this VR marketing campaign. This VR marketing campaign takes curious confectioners on an imaginative journey through a “wonder vault”. After passing through an Oreo cookie portal of life-size size, you enter a magical land with milk rivers and Filled Cupcake flavored Oreos.

Volvo | XC90 Test Drive VR 

One of the most useful applications of VR is to test drive a car without a dealer nearby. This is what Volvo did several years ago. This marketing move is brilliant because it has put Volvo (again!) on the map for being innovative and accessible. The app now offers a “weekend escape” version that includes 360-degree landscapes. This gives adventurers the chance to cement the combination of “adventure and Volvo” in their minds, something that, considering the practicality of Volvo’s branding may never have happened before. The video is available here.

Trailscape VR:

Trailscape integrated the brand into a powerful user experience. Trailscape, a VR experience by Merrell that takes you on dangerous mountain hikes, was created to support the launch of the Capra hiking boot. To create an immersive experience, participants walk on a stage that has been mapped to the virtual experience. Motion capture enabled adventurers to explore the mountains. This VR experience is one of the most immersive, thanks to tactile elements like rope walkways and shaking wooden planks.

Virtual Reality Store:

Ikea has created a virtual reality program that allows customers to visualize what their home will look like after making the desired home improvements.

It developed a VR-based application that allows customers to “place” furniture in their homes. Customers can then decide how it looks, feels, and fits. This VR application is one of the most simple, accessible and practical to date.

These AR & VR marketing campaigns are a few of the successful examples that can inspire you. Technology evolves every day and if you don’t want to stay behind, you should embrace new opportunities.

About the author

Kobe Digital is a unified team of performance marketing, design, and video production experts. Our mastery of these disciplines is what makes us effective. Our ability to integrate them seamlessly is what makes us unique.