![]() In 2014, in an effort to attract millennials, Mercedes-Benz USA (MBUSA) launched a key influencer takeover of their Instagram account, #MBPhotoPass, to show how their CLA and GLA models fit into owners' lives. It’s another cutting edge application of VR that can immerse viewers in the world of Game of Thrones and go viral. For the recent launch of the 2016 season of Game of Thrones, Oculus Rift owner, Facebook, provided a VR viewing experience more available to everyone through a special 360 ° synchronization of the show’s opening credits with Facebook. Though the installation was exciting and viral, it could only be truly experienced by those physically present. The graphics were created by The Framestore: the firm that did special effects for the Oscar winning film, Gravity. Viewers entered an elevator that featured blasting cool air and physical rumbling, creating the feeling they were being hoisted up 700 feet to the top of the Wall at Castle Black. In 2014 they created a multi-sensory, traveling exhibition which featured the VR experience “ Ascend the Wall ” at places like SXSW and Singapore’s Ion Orchard Shopping Mall. HBO has embraced VR in exciting ways to launch its new seasons of Game of Thrones. ![]() Virtual reality is providing The New York Times with a new way of storytelling that keeps the old genre fresh and exciting, and captures the imagination of younger readers who have so many options of where to get their news and lifestyle information. Sunday June 5th, The New York Times Magazine had a special New York issue that included the VR piece, Climbing Spire of 1 WTC (World Trade Center). It provided an exhilarating way for viewers to learn about and explore the planet, almost as if they were there, and experience the thrill of zooming to Pluto and soaring over it. In May 2016, they distributed another 300,000: this time, to its longest tenured digital subscribers, and released another VR video, Seeking Pluto’s Frigid Heart. In November 2015, they distributed over 1 million Google Cardboard viewers/glasses to Sunday home delivery subscribers, and produced a VR film, The Displaced, to be viewed with them. The New York Times has been a pioneer in Virtual Reality storytelling. Here are my top six picks for smart marketing uses of the technology, that illustrate a range of ways VR can help brands achieve different marketing objectives. Some brands have opted for providing the experience in-store or at special events through more durable, higher quality gear, while others have opted to let broader audiences experience VR at home, on cell phones, with Google Cardboard, and on computers. While the household penetration of VR headsets is in its infancy, the impact of VR based marketing programs can be far-reaching because of the viral response they can generate.
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