Virtual reality is one of the latest technologies marketers are trying to wrap their heads around to figure out how to best utilize the tool to achieve brand objectives. While we’re only at the tip of the iceberg in terms of impactful ways to use VR for marketing, several pioneers have found creative ways to do it well and support their unique value propositions. VR is being strategically used as a tactic to:

• Demonstrate product attributes, features, functionality (Samsung Gear VR)

• Communicate the brand’s mission at point of sale (Tom’s)

• Immerse users in a branded entertainment experience and add excitement at pop-up events for social media sharing (Game of Thrones)

• Help consumers make more informed choices so they’ll be happier with their purchases (Lowe’s)

• Add a new, more immersive and exhilarating dimension to traditional print and video story-telling (The New York Times)

• Show how a brand can fit into an aspirational lifestyle (Mercedes) ...

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