Three Unique Ways to Add VR to Your Next Experiential Marketing Activation

In today’s fast-moving culture, what’s groundbreaking today can quickly become yesterday’s news. Whether it’s new products or new messaging around a legacy brand, consumers expect brands to capture their attention in unique, more immersive ways. One such avenue is through the integration of virtual reality (VR) into live brand activations and experiences. This forward-thinking approach isn’t just about staying current—it’s about setting the standard for immersive, unforgettable engagement. Join us as we explore how VR is transforming the playbook for live brand activations, pushing boundaries, and redefining what it means to connect with consumers in the digital age.

According to research conducted by AdAge and the Harris Poll, one-fifth of Americans already use VR technology and one-third are interested in trying it¹. Among those polled, consumers say they would like to use the technology for gaming, watching immersive content, and simulating travel or other real-world experiences.

Educate

There’s a growing body of evidence that suggests that immersive VR learning experiences help with memory, retention, and recall – EdTech cited a recent study that showed a nine percent increase in retention and recall for students who participated in an immersive VR learning environment².

At Inspira, we’ve incorporated VR learning into experiential pop-ups for our Nissan client to introduce consumers to its ARIYA electric vehicle. Now in its second year, this activation utilizes VR headsets to educate consumers about the vehicle and demonstrate how the car performs under various conditions. The activation had a 74/100 immersion score (a 40 is good and 64 is considered outstanding!) which indicated that the audience emotionally connected with the content and is likely to remember and act on what they experienced.

Transport

Imagine being transported to a vineyard in Italy to learn about its wine-making technique? Would you remember that wine the next time you visited your local wine store? We created a virtual trip to Italy for our client, Barone Fini, which was showcased at festivals and food and wine shows along the East Coast. Our research found that food and wine enthusiasts also love to travel, and by combining these two passions, it created a memorable experience for our target consumer.

In fact, the activation was so successful that on-site surveys reported that on average, 78% of consumers were newly educated on the brand (a significant uptick in brand awareness!) displaying a future purchase intent of 74% (above historical benchmarks of 56%), plus the client confirmed a significant increase in sales in the activation regions both on and off premise.

Transform

VR technology has evolved to the point that storytellers can create entirely new worlds – or completely transform the environment around you. For example, VR technology can allow consumers to visualize how new furniture might look in their home, select a new wardrobe for an upcoming vacation, or virtually prepare a meal with a master chef. From enhanced retail and shopping experiences to project planning, the opportunities to blend immersive and in-real life experiences are endless.

The best marketing experiences use the power of emotion to draw people in and make authentic connections. What better way to tap into the power of emotions than through immersive multi-sensory experiences?

Inspira’s expertise in understanding consumers and their motivations and experience in creating compelling stories that resonate with them is unparalleled. Want to learn more about how we can drive brand awareness and recall for your brand using VR technology and experiential marketing? Reach out today.

This article has been published in the Association of National Advertisers (ANA) Marketing Knowledge Center. Click here to visit their blog.

Sources:

1. Marketing VR—3 Virtual Reality Trends Brands Should Know | Ad Age
2. Virtual Reality in Education: Benefits, Tools, and Resources | School of Education
3. The Flight of Fini | Inspira Marketing