How Brands Are Testing Virtual Reality

More and more marketers are experimenting with virtual reality as a way to engage consumers—and Pokemon Go is proof positive that augmented reality has hit the mainstream.

Greenlight VR’s “2016 Virtual Reality Consumer Adoption Report” finds that nearly 52% of people want to be associated with brands that have a VR focus, 53% would buy goods or services from companies actively engaged in VR, and 71% of people consider brands working with VR to be forward-thinking and modern.

“If the recent success of Pokemon Go isn’t enough, this data provides concrete evidence to experience marketers who are currently designing for the new experience economy,” says Greenlight VR CEO Clifton Dawson.

Following is a roundup of some recent VR brand activations:

Jack in the Box produced a short VR film giving customers “an immersive experience” promoting its new Jack’s Brewhouse Bacon Burger.

Jaguar has produced its first VR campaign, #FeelWimbledon, letting users experience hitting a winning shot as champion—and Jaguar ambassador—Andy Murray. The video has accumulated 97 million impressions since its launch, exceeding the brand’s target of 50 million. The automaker handed out 20,000 Google Cardboard headsets in and around Wimbledon. “It allows us to demo vehicles earlier and earlier in the launch cycles,” said Robert Herd, head of communications at Jaguar Land Rover UK. “It’s an authentic way to experience the product.”

United Airlines is offering a 360-degree, 3D virtual tour of its new Polaris business class situated at the front of Boeing 777s complete with 16-inch high-definition screens at every seat and flat beds. But since the planes won’t be available until December, Matt Damon created a virtual tour. “It’s a great way to showcase an experience that doesn’t exist yet,” said Daniel Cuellar, United’s senior manager of onboard product development.