Brands tap VR to enhance the customer experience

While VR hasn’t proved itself to be the revolutionary technology it was initially forecasted to become, it can still be a useful tool for brands to create immersive experiences that youth desire, draw awareness to a brand’s mission, or provide a source of entertainment. Check out the following brands, which have recently used VR to these ends.

To celebrate its E-tron electric car brand, Audi Spain created an immersive VR gaming experience. For two three-week runs in Madrid and Barcelona, Audi opened an interactive “hyper-reality” space and invited teams of three to four participants to take on different puzzles and challenges. A VR headset transported players to a different world, while motion sensors captured their every movement and used an algorithm to generate full-body avatars. The sophisticated VR gaming system required 36 cameras and 28 sensors, demonstrating Audi’s desire to provide a next-level gaming experience for its modern consumer.

Bud Light launched an immersive VR experience that allowed soccer fans in Las Vegas to virtually attend a live match 1,500 miles away in Mexico City. The beer brand acquired four “Seats of Glory” in Mexico City’s famous Estadio Azteca for fans in Vegas to virtually “sit in” and watch the game. The VR activation was hosted at Beerhaus on the Las Vegas Strip. Fans over the age of 21 could pop into the beer hall and put on a VR headset to watch the Liga MX playoff game between Club América and Cruz Azul. With the knowledge the VR can be an isolating experience, Bud Light wanted to create a social environment in which the technology could be enjoyed.

SodaStream hosted a pop-up in the Square One shopping center in Mississauga to provide customers the opportunity to “live the brand in a live space.” As part of the event, the soda machine brand hosted an interactive VR experience that demonstrated the positive environmental impact of SodaStream usage. Through a VR headset, participants were transported below the surface of the ocean where they could catch plastic waste as it floated into view. According to SodaStream, use of one of its BPA-free plastic bottles for three years eliminates the use of about 2,000 single-use plastic bottles. As concern over the state of the environment continues to grow, VR experiences like SodaStream's, which highlight a brand’s sustainability, can help to foster greater awareness and brand affinity among today’s young consumers.