The sedentary experiences of most virtual reality activations today with a
heavy headset and repurposed gaming chair are quickly coming to an end. The
latest and best VR experiences allow users to get up and walk around or
incorporate additional elements, such as motion or even scent, providing a
completely immersive sensory experience for event attendees.
This strategy has come to life as part of the 2017 Super Bowl LIVE Fan
Festival, where GES and partner IDEAS quite literally “launched”
, an out-of-this-world virtual reality experience, including a tower-drop
ride that takes guests on an excursion through space to Mars. Guests don VR
goggles for the 2-minute ride, which concludes with a 64-foot vertical drop
that transports riders back to Earth, landing on the 50-yard-line of
Houston’s NRG Stadium.
Riders not only learn real information about NASA’s exploration of deep
space through a manipulative VR environment and voice narrative, they
experience the thrill of the journey through the fusion of sensory
immersion and literal negative gravity drop – it’s exhilarating to say the
This combination of a virtual environment with actual, physical motion is
the latest trend in experiential events, enabling brands to completely
immerse attendees into their custom-built world. This hyper-realistic
experience helps to solidify the memory in participants’ brains, resulting
in an enjoyable, positive brand experience that your attendees
will want to share
This is also a more dynamic way to inspire youthful riders – the next
generation of Astronauts – because, as we know, the first person to step
onto Mars is probably in middle school today.
Another recent example comes from Samsung, who at this year’s
Consumer Electronics Show
showcased a number of VR 2.0 experiences, including a speedboat race, a
stunt plane ride and a face-first Olympic skeleton ride down a frozen
track. Each of these experiences utilized not only VR headsets for the
visual and auditory components, but also physical motion making the
experience that much more visceral for the attendee.
At the Sundance Film Festival, outdoor equipment manufacturer, Merrell,
provided an industry-first hiking experience that had consumers moving
around in a virtual commercial – a thrilling journey along the edge of a
cliff (with a rocky surface to match) while experiencing the reliable
comfort of wearing the brand’s boot. What better way for customers to fall
in love with your brand than to walk a mile in your shoes?
As brands push the limits of what’s possible with virtual reality, the
practical applications for brand activations, live events and product
experiences will continue to expand. How will you ride the virtual wave?
The maturing of virtual reality and its use in live events and experiential
marketing is just one of 50 trends showcased in GES’ new 2017 Trend Tracker
Download your copy today
– and when you’re ready to start planning your next event, give us a call… we’ll help
you make it out of this world.