This mid-term assignment offers course participants a marketing strategy learning experience based on virtual reality games (VR). This experience will include analysis a mini-case study about one leading multinational company using VR marketing approaches and an opportunity to gain a glimpse into participating in an actual VR marketing ethics game. Please choose one of the following mini-case studies to analyze- Volvo, Nike, or Airbnb. Please draft a 2-3 page paper (double-spaced, normal font) that addresses the questions following the case study you have selected. You are free to research your case study from any reliable source, including reports, videos, and other types of media. Please cite your sources.
Volvo
When car buyers visit Volvo showrooms next year, they will be able to put on a Microsoft HoloLens virtual reality kit and experience what the yet-unreleased S90 sedan will look like, inside and out. They'll be able to spin it around, look at the engine block floating in space in front of them, and see on-road demos of the safety features and more. In subsequent campaigns, Volvo and Microsoft hope to be able to simulate the experience of sitting in the car and using the dashboard controls.
Why is the use of virtual reality so important to the not yet released S90 sedan?
Do you think that only having this experience available in showrooms is limiting the scope of the campaign?
Nike
This Nike video ad allowed fans to step virtually into the boots of Brazilian soccer star Neymar with itsimmersive content. The camera was angled from the eyes of the player, and, allowed the user to click and drag their mouse to "look around."
How does this video allow fans to connect better with the brand?
How does this campaign dramatize reality in a way that makes the product more enticing to consumers?
Airbnb
Airbnb is a company that allows users to list, find, and rent housing. The company aims to be perceived as a solution provider for travelers looking for lodging during their trips.
How could virtual reality be used as a marketing tool for a company like Airbnb?
Describe and assess another virtual reality application of interest that you have researched?