10 Creative Uses For VR In Marketing + Examples

As virtual reality (VR) grows in popularity, its uses extend beyond gaming. Marketers are increasingly using the technology to engage customers and boost brand awareness.

So, what can you do with VR that traditional marketing strategies cannot? This guide explores the potential uses of VR in marketing and how it helps businesses build better relationships with their customers.

What are the uses of virtual reality in marketing?

Marketers are using VR as a helpful way to capture their target market’s attention. Unlike other forms of media, VR requires active participation from the user and encourages them to engage with your message on a deeper level. VR provides unique experiences that stand out from other brands’ campaigns, giving products or services a competitive edge.

1. Product demos

Marketers can use VR to create detailed 3D product demonstrations that provide a realistic interactive tour. Customers can check features and capabilities without leaving their living rooms.

This technology makes it easier for potential buyers to get an up-close look at products before making a purchase decision. It will greatly appeal to people in remote areas who want to test a product before driving to a store.

Virtual product demos are also helpful for salespeople that don’t have access to the product they’re selling. A good example is car dealers who may have limited models and colors on the car lot. Customers get a feel for the vehicle’s look before buying. Discover more ways VR helps the auto industry here.

2. Immersive experiences

VR provides an incredibly lifelike immersive experience for users. Marketers can transport customers into different scenarios by creating 3D virtual worlds or environments.

• Tourism marketers provide virtual tours of destinations to encourage viewers to visit.
• Retailers offer a virtual retail store, allowing the customer to experience the store from anywhere in the world.
• Sports team marketers provide fans with virtual meetups with their sporting heroes.
• Architecture firms demonstrate building developments to key investors with remarkable realism.

A heightened sense of immersion makes it easier for customers to discover brands. Executed well, a quality VR experience will lead to increased sales and customer loyalty over time.

3. Gamified fun

People of all ages love games, and savvy marketers are already capitalizing on this. It is an excellent way to increase engagement time with the brand. 

Ferrari has used its F1 racing team to promote car sales for many years. Budget car manufacturers can now spin off Ferrari’s strategy by creating racing car simulation games. Car enthusiasts could spend hours driving cars in a virtual world, all the while exposed to the company’s branding.

Here are some more examples of VR in the car industry.

4. Offer virtual products

Fashion marketers are discovering their brand may be just as sought after in the virtual world. Each year, people spend billions on virtual goods, including clothes, shoes, and jewelry. Avatar fashion allows users to express themselves virtually like they can in the real world.

5. Content marketing

Marketers use content marketing to pull customers into their funnel. While blogs, podcasts, images, and videos are all useful, nothing grabs attention like virtual reality.

Imagine a camera repair business offering over-the-shoulder repair advice. Watching a specialist at work in a 3D environment would be much more helpful than reading the steps or even watching a regular video.   

6. Expo marketing

Exhibitors often find it challenging to stand out in the crowd. VR offers a point of difference and almost guarantees a line to your stand. Use the technology to promote new product launches, showcase the organization, or highlight what your brand stands for. 

You can also find out how the exhibition and event industries use VR for better results.

7. User-generated content campaigns

Marketers can leverage social media platforms to encourage customers to share 360° video footage. The uploaded content could range from home bakers demonstrating a cake mix to teenagers testing a new drone.

People with VR-compatible video cameras are still limited, but this should change as the tech becomes mainstream.

This type of user-generated content helps spread awareness while providing valuable insights into how people view the brand – helpful data when strategizing future ad campaigns. 

8. Interactive touchpoints

Marketers in the retail space are starting to leverage VR in their physical stores. Interactivity within the shop increases the time spent in store and helps educate visitors about the brand.

Get more ideas for VR applications in retail here.

9. Remote showcasing

Property brokers can showcase their offerings better than ever before, remotely to investors around the world. Potential buyers get immersive tours of any location, saving them time and travel costs.

We reveal more ideas for using VR in real estate here.

10. Data collection and analysis

VR makes collecting consumer behavior data more efficient. Headsets give marketers access to valuable data points such as head positioning, gaze direction, body movement, and emotional responses. This information provides insights into consumer behavior and targets potential customers more effectively.

Advanced analytics tools built into most headsets allow marketers to track consumer behavior over time. Analysts can view trends and optimize campaigns accordingly.

What are the benefits of using VR for marketing?

Using VR for marketing offers several advantages over traditional methods:

• Create highly interactive experiences that engage customers on an emotional level.
• Showcase products in ways that weren’t previously possible – like exploring a virtual car showroom or experiencing a product demo first-hand.
• Reach new audiences by targeting people who may not be able or willing to visit physical locations but still want access to your products or services.
• Allow customers to generate their own content, helping to boost your brand visibility online and create powerful user-generated content campaigns.

What is Virtual Reality?

Virtual reality is an experience that allows users to interact with and manipulate an artificial environment. It typically involves wearing a headset containing two display screens that create the illusion of depth and make the user feel like they are part of the virtual world.

Examples of VR marketing

McDonald’s

McDonalds has a huge marketing team and deep pockets, so it’s not surprising that they have tested VR concepts over recent years. One example was a Happy Meal box that folded into a VR headset. This gadget was a super-innovative idea that kept the conversation about the fast-food giant going long after that child left the store.

McDs also teamed up with fashion trailblazer Humberto Leon to create a unique Lunar New Year experience. It showcased a hall of zodiacs unconventionally. See more here.

Bank of America

BOM created an app for Gear VR and Google Cardboard headsets. It targeted small businesses and corporate investors, providing highly useful data and informational content. 

New York Times

The New York Times took the bold step of delivering VR headsets to all their readers. This generous offer allowed recipients to watch a movie, “Seeking Pluto’s Frigid Heart.” NYT also made a documentary, Displaced, about kids enduring challenging lives in various parts of the world. 

VR headset gifts increased brand loyalty and encouraged new subscriptions, especially those from the younger demographic.

Gucci Town

Gucci launched a virtual world on the Roblox metaverse that targeted fashionistas worldwide. Players could interact with other fashion lovers, browse art, purchase avatar items, and play mini-games.

Merrell

Merrell is an outdoor shoe store that created Trailscape Hike. This VR experience was available in-store, allowing visitors to hike along a challenging, hazardous cliff trail.

It was an excellent PR tool, encouraging new visitors into the store who wouldn’t usually pay attention to a traditional advertisement.

IKEA

IKEA uses VR technology to let its customers design kitchens and other living spaces before buying. It is a fun application that helps the customer envisage how their home will look.

Wendy’s

Wendyverse is a virtual restaurant that lets users get behind the counter and see how things work. They can also interact with friends, play games, and find free giveaways. 

Lowe’s

Lowe’s has used VR in various ways, like letting customers see what their home would look like once upgraded. They also had in-store VR sessions where customers could participate in DIY workshops. The research found that customer retention of the information provided was higher when taking part virtually rather than watching a demonstration.

Disadvantages of VR in marketing

• Cost: Creating an effective, high-quality virtual reality experience requires significant time and money.
• Lack of shared experiences: VR headsets can only be used by one person, so shared experiences are a challenge for marketers.
• User experience: Despite its popularity, there are still some issues, like motion sickness when using VR headsets due to their combination of movement and visual stimulation.
• Lack of mainstream appeal: At this stage, mostly early adopters are likely to have access to VR technology. 
• Lack of standards: What works on one headset may not work on another, making it difficult for marketers who want their content viewed by as many people as possible.

Summing up  

There are numerous advantages to using VR in marketing, including product demonstrations, immersive experiences, gamification, and creating virtual products.

As technology evolves and becomes accessible to everyone, more marketers will jump on board with VR campaigns.