Learning From the Top 10 Virtual Realty Campaigns
1. Breonna’s Garden
Why I like it . The Breonna’s Gardens app is an excellent example of how mixed reality can create magic. Breonna Taylor’s virtual, living memorial uses a variety of 3D assets, video, and augmented reality to let users pay tribute and celebrate Breonna. This app includes video footage of Breonna Taylor and her family, as well as a 3D hologram and 3D renderings of Breonna herself.
The app allows users to create a virtual garden from their home and share their personal messages with the community.
Technology used. AR. 2D video. Holograms. 3D avatar.
Marketing Advertising Source — https://breonnasgarden.com/
2. Gatorade’s Beat the Blitz
It’s why I love it. “Beat the Blitz,” which uses high-end virtual realities to recreate the feeling of dehydration for players, uses high-end VR. The game uses gamification, headset-based VR and a 3D Hologram of Peyton Manning to show how dehydration affects performance. Gatorade has created a great experience that is both educational and VR-based. It’s not about the product, but rather about their greatest gift: hydration. This experience was also created with their target audience in mind. They recruited an industry icon to help them simulate arm movements and used real-world arm movement to show players how they can relate.
Technology used. Headset VR, 3D virtual content and holograms
Marketing Advertising Source — https://store.steampowered.com/app/748420/Beat_the_Blitz/
3. 2022 Oscars 5G portal
Why I like it . Although streaming behind-the scenes footage from the Oscars ceremony is not new, this year Verizon employed some novel targeting techniques to make serious FOMO among 5G-eligible users. Verizon 5G was used to stream the immersive red carpet experience live and provided access to multiple 360-degree cameras located around the red carpet. Viewers could select the view they wanted and receive a live, interactive view of the entire action.
Verizon customers searching for the “Oscars”, were strategically targeted to access the AR portal via a web-based link. However, if the link is shared with someone without 5G, the experience won’t offer audio or video, making it feel like they are missing out. You might upgrade your phone because you want to keep up with celebrity gossip online. Verizon believes so.
Technology used. 360-degree live streaming video, AR-based web-based.
Marketing Advertising Source — https://blog.insta360.com/oscars-2022-360-live-streaming-from-the-red-carpet-backstage-more/
4. Pepsi’s The Weeknd Super Bowl Half-Time Experience
Why I like it . Pepsi and The Weeknd teamed up to create an AR portal that was easy to use. It could be accessed by simply scanning a QR code. No download needed. This seamless experience, from digital signage and soda cans to the AR portal, was a real touchdown. The portal allowed users to access a world full of exclusive The Weeknd videos and view their halftime performance via 360 degree video from the front row. I believe that the AR portal’s interactivity and immersion helped improve on the traditional 2D halftime show.
Technology used. Web-based AR, 360-degree video, QR code
Marketing Advertising Source — https://www.8thwall.com/aircards/pepsi-halftime
5. Intel’s Microsoft Build AR experience
Why it’s my favorite. Microsoft and Intel collaborated to create an AR experience that is fun and engaging for their developers. This project was a privilege for me. I am biased, but I also got an insider’s perspective of the entire project.
Piloting AR, a mobile-based technology that is based on AR was the biggest win of this campaign. This replaces previous campaigns that were primarily focused on desktop assets such as blog posts, solution briefs, and YouTube tutorials. These traditional assets are essential when you engage with developers and coders who are focused on business solutions. However, building awareness for these solutions does not have to be boring. Developers, in fact, all of us! Developers (in fact, all of us!) love being hands-on. They prefer interactive experiences that allow them to control and interact with the story. AR allows for this kind of immersion and interactivity, as well as the ability to simulate complicated technical solutions.
Technology used. HTML-based AR, 3D scalable contents, QR code
Marketing Advertising Source — https://build.rpr.to/
6. Chevron
Why it’s so good. This second B2B campaign may be a surprise to you as it was created by a traditional brand, Chevron. Chevron is a pioneer in using immersive technology to engage high-stake audiences such as policy makers, executives, partners, customers, and partners. Their VR experience that simulates life aboard an oil rig was one of the first attempts at immersive storytelling. This headset-enabled experience recreated the conditions in one of the most dangerous places on Earth using 360-degree video, 3D content, and spatial audio. Chevron employees’ families and friends were able to experience the experience, which allowed them to see their loved ones for the first-time.
Chevron created an AR campaign following this experience to be featured at Washington’s World Oil and Gas Conference. They wanted to use innovative storytelling techniques to engage conference participants in new ways. Instead of using VR which would have required attendees to wear headsets, they chose to use iPad Pros to present AR digital content. Their newest facility was featured on an island, and the experience told the story about conservation and innovation in the oil and natural gas industry. Animation AR and 3D content brought to life rare species of wildlife only found on the island.
Technology used. AR, VR, 360-degree video and animated 3D content.
Marketing Advertising Source — https://martech.org/chevron-storytelling-uses-purposeful-immersive-experiences-to-engage-stakeholders/
7. The New York Times AR mask experience
Why I like it . The Times is not new to immersive journalism. They have pioneered the use of AR and VR in education. The mask experience is a great way to educate users about masks. It is possible to see inside the masks and simulate the activity of Covid molecules. This reveals how masks block and trap the virus.
This is a great example how a user can take a trip to a place they have never been before and visualize something they couldn’t see with their naked eyes.
Technology used. AR, 3D content
Marketing Advertising Source — https://www.nytimes.com/interactive/2020/10/30/science/wear-mask-covid-particles-ul.html
8. Jaguar and Gorillaz
Why I like it . Jaguar created an immersive, unique experience for top engineers talent. This was one of Jaguar’s most difficult to reach audiences. It is becoming increasingly difficult to find employees capable of developing digital platforms and helping digitize services as many companies move towards technology providers. Jaguar partnered up with Gorillaz to create a fully immersive environment where developers and coders could take part in a challenge. This would help Jaguar quickly identify the best developers.
Jaguar was able to use the Gorillaz mixed-reality app, which allowed them to have a captive audience. This allowed them to concentrate on creating an amazing experience and not acquiring new users. Jaguar has used innovative strategies to continue building a relationship with developers since the campaign launched. They recently announced a new academy for coders that builds on their initial campaign.
Technology used. Mixed-reality, alternate realities, influencers, and celebrity endorsements
Marketing Advertising Source — https://media.jaguar.com/news/2017/06/jaguar-land-rover-and-gorillaz-seek-new-engineering-talent-alternate-reality?q=&start=0&brand=jaguar
9. Ally Bank AR Monopoly
Why it’s so good. This engaging campaign combined several immersive technologies with a game that was well-received by its audience and is sure to bring back some childhood memories. Ally Bank wanted to attract new customers and increase brand awareness in key markets so they created an AR-based scavenger hunting.
Users could place signs with the QR code of the campaign around urban areas to enjoy entertaining AR content, and to enter for cash prizes. Campaigns like the one above, which featured a real-life Mr. Monopoly was a great way to generate buzz about the contest and increase awareness among the target audience.
The campaign felt in line with Ally Bank by using a game that was all about money. It also evoked a feeling of nostalgia and brought back memories for users. These types of scavenger hunting are increasingly popular but Ally was the first to promote business services.
Technology. QR codes. AR
Marketing Advertising Source — https://www.8thwall.com/blog/post/52535533666/ally-bank-transforms-cities-into-a-live-monopoly-game
10. Stanford Ocean Acidification Experience
Why it’s so good. Stanford wanted a way to share its latest research and get people interested in conserving the planet. They realized that children were the future and created a VR game to educate younger audiences about the dire state of our planet.
This VR headset allows users to experience a virtual journey beneath the sea. Stanford decided to make a game instead of creating a boring, educational video. Instead, it would have used various forms of sensory, tactile, strategic and sensory immersion to keep users interested and improve content recall. Playing instead of reading is a better way to learn. This fan-made video shows what it feels like to “play” this educational tool and proves that they are engaging younger audiences.
Technology. Game mechanics. VR
Marketing Advertising Source — https://stanfordvr.com/soae/
