A successful example of virtual reality in marketing
Virtual reality has had exciting expectations for years now, and continues to grow into a potentially useful tool for several different industries. VR marketing doesn’t only change the gaming and travel industry; other companies have shown us incredibly successful ways of optimizing VR for business purposes.
“At the end of the day, people won’t remember what you said or did, they will remember how you made them feel.” -Maya Angelou
Virtual reality is a chance to leave a lasting impression on customers. Merrell, a hiking boot brand, did just that with Merrell Trailscape. This virtual mountainside hike had people feeling a thrill of terror, and left them in awe. See for yourself below!
This is my favorite example because it counters some of the negative feedback that attacks marketing with VR. It’s argued the experience is devalued because you’re cut off from your senses. You’re left with a visual scene and audio. Here, Merrell provides users an experience with all senses. You feel the bridge with your hands, you see the landscape, you hear the rocks tumbling. All in all, it seems very well done.
I’m sure you’re wondering about the facts. How successful was Merrell’s attempt at experiential marketing? According to theadclub.org:
- The combination of social and high profile digital homepage takeovers generated over 33 million impressions across Wenner Media properties
- The click rate was 389% higher than industry benchmarks, with a 62% lift in brand consideration
- Social conversations peaked to 9X the trailing average
- 4,191 total pairs of new shoes were sold on merrell.com
2016 is expected to be a major year for virtual reality with the release of several popular branded goggles. According to Juniper research, by 2020, the VR industry will have shipped over 30 million headsets globally. Successfully creating a VR experience that will really resonate with your customers will be a challenge; but with a decent tech team and some creative minds, we can do some pretty amazing things.
With all of that said, what are some ways that your company can utilize this technology to your advantage?