Inspiration, engagement, impact – these are just some of the reasons why some of the world’s leading brands are making use of immersive marketing VR experiences as a way to sell and market products and services.
It’s a diverse list – we wanted to showcase some of the creative ways in which brands are thinking outside the box to take VR marketing to the next level. Not seen your favourite here? We’d love to hear what makes your top list – drop us a line and let us know.
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Top VR Marketing Case Studies
These are listed in no particular order. Hope you enjoy them!
10. Adidas TERREX – Delicatessen VR
To promote their Outdoor Terex Collection Adidas approached Somewhere Else to create a VR experience that captures the thrill of extreme outdoor climbing. Following Ben Rueck and Delaney Miller – two accomplished climbers with different skills. 360 footage was captured of their ascent of the Bavellas mountain range on Corsica. Not only that but at the end of experience, audience are given a chance to virtually step into their shoes and take on the granite mountain itself.
This is a great example of how to use virtual reality to give audiences an experience that really connects with the brand values of the product. Giving them an unforgettable experience they will remember.
9. Cancer Research UK – VR Life Garden
Cancer is something that touches most people’s lives. However thanks to the amazing work of charities like Cancer Research life expectancy for the condition is at an all time high. Launched at RHS Hampton Court Palace Flower show, the charity created a customized virtual garden. Designed for family and friends to come together and celebrate the progress Cancer Research UK has made thanks to these generous gifts. Produced by Frameless Adventures each of the 100,000 flowers represents a supporter who have remembered the charity by leaving a legacy gift.
Beautiful and with real emotional pull. We love this because each experience is unique to the user.
8. Coca Cola’s Santa’s Virtual Reality Sleigh Ride
For Christmas, Coca Cola created a virtual reality sleigh ride. Using an Oculus Rift, thousands of people all over Poland could become Santa Claus for a day! This experience is like a roller coaster ride but you are Santa Claus flying over the country and into different villages.
Coca-Cola is a major brand and they’ve been experimenting with Virtual Reality for quite a while now. Coca-Cola is always striving to be new and fresh and this was a perfect opportunity for them. This sleigh ride was a great way to show their modern brand through the use of marketing VR.
7. McDonald’s Happy Meal VR Headset and Ski App
Through their Happy Meal Box, McDonald’s has released their own Google Cardboard. They’re doing a trial run in Sweden where the happy meal toy is a McDonald’s Cardboard VR Headset. Slope Stars is the game that comes with the goggles. It’s tied to a Swedish recreational holiday typically reserved for skiing.
McDonald has an enormous reach all over the world. They are legends of marketing. This new promotional strategy helps utilise their happy meal box and repurpose it as a “Happy Goggle.” The re-usability is very cool. And they’re providing extra entertainment with their app to their customers making this a great campaign.
6. New York Times – Displaced
War has driven 30 million children from their homes. The New York Times detailed their tragic stories in an immersive documentary that was available to download for mobile app and Google Cardboard. This wasn’t a marketing campaign but the publicity of generated by distributing a million free Google Cardboards to their readers grabbed headlines. The VR studio vrse.works developed Displaced for the NYTVR app.
Distributed to over 1 million New York Time subscribers. The film did an excellent job at showing the devastating effects of war and put you in the heart of the story. A worthy story and a great marketing move by the NY Times.
5. Boursin – Sensorium
Soft cheese supplier Boursin created a virtual reality experience that takes you on a journey through a fridge full of delightful treats. They hired the agency BecauseXM and Hammerhead VR to deliver the project. Boursin exhibited this in various malls and events around the United Kingdom.
It’s quite extravagant for a cheese company and we like it because it sets the bar high. Their installation also includes wind jets so you can feel truly immersed in this adventure.
4. TopShop – Catwalk Experience
A bit older this one, but still worthy. Fashion retailer TopShop offered members of the public a unique front-row view of their exclusive fashion runway show during London Fashion Week using a 360 panoramic video stream. Lucky competition winners got to experience this in a special pop-up space in TopShop’s flagship London store, providing great visibility. As a bonus, the user could find additional behind the scene footage from within the experience. This experience was created by the London VR studio Inition.
This is a great use of the technology, well executed and one of the very first of these types of experiences for the Oculus.
3. Volvo – XC90 Test Drive
Test driving a car through virtual reality makes a lot of sense if you don’t have a car dealer close by. It is great to see Volvo make an app to support the launch of their XC90 SUV. It puts you in the cockpit and takes you on an idyllic ride through the country. The verge wrote that though the experience was a little fuzzy and inaccurate they thought it was clever. This was also done by Framestore VR Studio and you can read their case study for more info here.
We think this is a great move by Volvo – a company that has struggled perhaps to appear modern and relevant compared to their competitors. By adopting VR in this way they’ve made the public look at their brand in a new light. It also might become the standard by which future test driving apps are compared to giving Volvo a first mover advantage in the VR marketing industry.
2. Patron – The Art of Patron
A Tequila company might not be an obvious beneficiary of a VR marketing strategy, but Patron used the power of VR to tell a compelling story around the companies product. Using a mix of live action and computer graphics they created a 360 journey following the product lifecycle from agave field to being served at a glamorous party. The entire production took six months and was developed by creative agency Firstborn, post-production agency Legend and sound design agency Antfood. When Patron does events, they’ll bring a virtual reality set up to show audiences their process.
This was good because it gives the user an inside look at the process of creating Patron’s Tequila. It’s both entertaining and educational.
1. Merrell – Trailscape
To support the launch of a new hiking boot, the Capra. Merrell created a VR experience called Trailscape that takes you on a dangerous mountain hike. Participants walk along a stage set that is mapped to the virtual experience to create a new level of immersion. The motion capture allowed adventurers to explore the mountainside, with tactile elements such as rope walkways and shaking wooden planks, making this one of the most immersive VR experience to date. Showcased at 2015 Sundance Film Festival, it was the brainchild of Merrell, agency Hill Holliday and Framestore VR Studio. You can read more here.
Trailscape does a good job of integrating the brand in a powerful user experience. We really like the fact you can walk around in this demo, which is relevant from the product and also is not something we see often in VR experiences currently. From the reaction of the users they had a memorable time too!
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We are one of the world’s leading authorities on the use of virtual and augmented reality in marketing. We don’t just talk about it, we make it! We work with a large roster of international clients. So if you want to explore how this technology could be used to help your brand please get in touch for a free consultation.