“What role do you see VR playing in helping shape the retail experience? And can you name anyone who is doing it right?”
VR can help shape the retail experience by creating a feeling of immersion and realism while delivering the brand message beyond any other form of media. Clear Channel Airports has produced two such campaigns that maximized what they call the “branded VR experience.” The Denver International Airport Clear Channel Airports partnered with Facebook to deliver a VR experience that included a fully immersive two-and-a-half-minute video showcasing interactions with dinosaurs, floating through space, and participating in the middle of a basketball practice (a short video of the event can be seen at https://vimeo.com/195299651). This immersive benefit can be taken beyond showcasing what a platform can deliver to include the visuals of a specific location. Clear Channel Airports executed this level of realism in their partnership with The Jackson Hole Travel & Tourism Board to deliver a “Stay Wild” Campaign at the Minneapolis-St. Paul International Airport (MSP) during Super Bowl LII. This campaign provided users the opportunity to ski as well as showcased the spectacular views of the region. Successful retail campaigns tap into the emotional experiences of target audiences, and VR is an exceptional immersive tool capable of creating this connection while delivering the brand message.