Riggall demonstrated the VR experience that took users on a city tour, allowing them to experience a day in the life of an AT&T agent. The experience was designed to allow users to interact and to make simple decisions.
Riggall said: "VR must bring a brand to life. It is about creating cut through and generating experiences that people will talk about."
The experience, which took GPJ two months to create, resulted in people spending a total of 250 hours immersed in the brand and generated widespread media coverage.
Social media coverage of people using the technology helped to attract visitors to AT&T’s exhibition stand at the event.Riggall added: "VR creates cut through at the moment because it is shiny and new, but when it becomes ubiquitous, it will become more about ensuring that the brand's story within the experience is right."
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