MM Awards

Awards Preview – Most Effective Virtual Reality Campaign

Tim Maytom

Every day between now and the Effective Mobile Marketing Awards Ceremony on 17 November, we will be previewing the finalists in one of the 30 categories. Today, we take a trip into the future with the Most Effective Virtual Reality Campaign category.

Feel

Jaguar and Mindshare – Jaguar Feel Wimbledon
To mark its sponsorship of this year’s Championships, Jaguar once again turned to Mindshare for a ‘Feel Wimbledon’ campaign that could give non-attendees a taste of being at the iconic sporting event. The resulting three-minute 360° video featuring Andy Murray was available on YouTube – where it attracted 2m views – and social media channels, and in ‘experiential zones’ set up at London Waterloo station and Jaguar retailers nationwide.

In these venues, fans could enjoy the full VR experience through Oculus Rift headsets, for the duration of the Wimbledon fortnight. Additionally, at Waterloo station and in the Jaguar retail outlets, as well as in the queue to get into Wimbledon, Mindshare distributed 40,000 Feel Wimbledon-branded Google Cardboard sets so people could enjoy the immersive experience via their own mobile phones.

At Waterloo station, 7,900 people enjoyed the full VR experience, spending an average of 12 minutes with the brand. When it came to cut through, #FeelWimbledon was the most used hashtag of all the Wimbledon partner brands.

Hyundai Motor Company and Monoshift – 360 Live Show
Virtual reality offers brands a wealth of new options, and Hyundai chose to explore one of them by enabling consumers in Seoul to experience its stand at the Busan International Motor Show, over 450km away.

The automotive brand worked with digital agency Monoshift, setting up 3D live cameras and a live broadcast system at the prestigious motor show. 360-degree footage and audio was then broadcast in real-time back to Hyundai's Motorstudio Digital in Seoul, along with haptic feedback to increase immersion.

The VR experience was accompanied by an online campaign demonstrating the technology involved, and distribution of over 1,000 custom Google Cardboard headsets for Hyundai's VR press screening and demonstration.

Our Award winners will be announced at the Awards Ceremony in London on 17 November. To book a seat or table, head for the Awards website or call John Owen on 07769 674824.