Event 360: Virtual reality must be rooted in the brand

Speaking at Event 360, GPJ's Nick Riggall showcased a virtual reality (VR) experience that was created for telecoms company AT&T, at Mobile World Congress this year.

GPJ's Nick Riggall showcased a virtual reality experience created for telecoms company AT&T
GPJ's Nick Riggall showcased a virtual reality experience created for telecoms company AT&T

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." 

Comment below to let us know what you think.

For more in-depth and print-only features, showcases and interviews with world-leading brands, don't miss the next issue of Event magazine by subscribing here.



Topics

You have

[DAYS_LEFT] Days left

of your free trial

Subscribe now

Become a member of Campaign

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.co.uk , plus get exclusive discounts to Campaign events

Become a member

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now