Surpassing 5 years now, where VR (Video Reality) was first introduced to the public with various prototypes at CES (Consumer Electronics Show) in 2013, the technology has evolved tremendously and finally made its presence heavily in the Experiential Marketing field. Fortune 500 companies and marketing agencies always find small niches to advance their consumer engagement programs and VR technology has been a great avenue to venture into. Allowing consumers to view products or services in a different platform, the use of the VR technology allows consumers to be placed in a reality interface, creating an experience that a looping video of content couldn’t measure up to. While assisting with a consumer vehicle test-drive event at a high-end mall in downtown Atlanta, GA, T100 was able to see first-hand, consumers’ reaction to using Samsung an added experience.
As consumers stepped out the various models of Lexus’s 2016 vehicle line up, they were given the opportunity to view the F-Sport line up at a test track, driven by a professional driver using the VR technology. Speaking with one consumer who was tech savvy and owned a pair, stated, “I have never used mine personally and it came as a package when I purchased this phone. I’m just not into that technology as of yet, maybe I will go home and try them out.” The consumer enjoyed testing driving the latest 2016 Lexus and completed a survey asking for a sales representative to contact them, while turning down the VR experience. There was a 50% acceptance rate of consumers wanting to gain the experience and while others declined, due to various reasons. After three days executing the event, I noticed Millennials were more prone to engage with the VR experience with Lexus.
While Fortune 500 companies continue to find various ideas to capture the attention of consumers, the question needs to be posed, will this technology increase sales or will it be a loss cost collecting dust at the footprint? Yes, the VR technology adds an added value to the consumer experience, but there are certain programs where the technology is highly effective such as: Sporting, Gaming, Health and Fitness campaigns. Then you have other marketing experiences where the technology is not highly accepted by the consumer.
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