New technologies surround our lives in many different ways, but two years ago virtual reality and now also augmented reality are pushing hard to be a day-to-day tech in the society.
Which is the way to showcase and promote VR/AR technologies? Main brands and companies know that users (Millennials mostly) are always demanding new impacts. It’s not just about watching new creative spots or campaigns, it is about sensorial impacts, it’s all about experiences. And the best chance for main brands and companies to engage with their clients and get close to new users is giving all of them great experiences in big events and fairs.
The tourism and automobile industries were the first to provide VR experiences due to the immersion it provides to fair attendees. For example, in 2014, SEAT was the first automobile company to bet on a 360 video experience through Oculus DK1 in the Genève motor show.
Using this new immersive format they achieved one very important goal, getting as much exposure as possible.

People who lived the experience would recommend the SEAT stand to their friends who were there, mostly, to see the more luxurious cars. Why? They lived the experience of being in the co-pilot seat of a SEAT León Cupra beating the speed record at the Nürburgring circuit. They could change the POV from the co-pilot seat to outside of the car with just waving their hand in front of the VR headset, making the experience also interactive. In the 2015 Genève motor show edition, there were more than 12 car brands that introduced VR experiences in their stands.

The tourism sector is another pioneer in the use of VR. Virgin Holidays, also proved that there is a return of investment. They have a lot of little travel agencies in the UK and most people visit their offices at lunchtime creating long waiting lines before being attended. What they did was clever, while people were waiting for their turn, they offered Google Cardboards with a couple of destinations filmed in 360 and the result was amazing, the travel sales of that destinations increased up to 86%! After this irrefutable case study, in all tourism fairs, companies started to use VR to show the best destinations each offer.
Observing the impact and the revolution these pioneer brands did, with this type of actions, all kinds of companies and brands are changing their perspective to understand and adapt this new way of communication to their clients’ demands.

People are always demanding more; just watching is not enough anymore. This is why new VR experiences are linked to motion systems as Whiplash, a chair that turns around in 360 degrees in two axes synchronized to a 360 video. This chair was used in FITUR and World Mobile Congress by the ATC (Catalonia Tourism Agency) or sensorial devices such as 5D cabins that immerse you even deeper in the visual experiences with the help of smells, air, heat and vaporized water.

So nowadays pharmaceutical companies, like GRIFOLS, are explaining the effects of their products to Doctors. In this case they showed the effects of their new blood pressure medicine from inside the bloodstream. Also, the state of Peru showed the magnificent Amazonia in COP21 celebrated in Paris in order to make governments conscious about the need of protecting it, Royal Caribbean was able to show to the press, how the biggest cruise liner in the world would look like on-board once its construction had been finished, and like these, so many other cases.

The future is now, and the future is nothing else than to be able to interact and feel a wild world of experiences. It´s time to enjoy!

– Robert Embodas –