Brands Love Virtual Reality’s Potential But Want the Medium to Become More Accessible North Face, Lufthansa and Hasbro weigh in
Speaking on a panel about how virtual reality can be used to change the way products and services are sold, representatives from Hasbro, The North Face and Lufthansa German Airlines said the mobile era is ripe for virtual reality to go mainstream.
"Once it becomes more accessible, then it doesn't become a fad," said Victor Lee, svp of digital marketing for Hasbro. "And then comes truly the reality of anyone can do this. Then it's a race of who does it best, who's more creative, who tells the best story and who's going crazy with it."
The North Face already has developed two action-packed VR experiences that transported viewers to Yosemite and Mount Everest, both of which have aimed to bring interest to the outdoors. Eric Oliver, director for digital marketing at The North Face, said he's optimistic that the ubiquity of smart phones will be a "gateway" for massive adoption of VR.
Lufthansa is taking more of a grassroots approach to how it introduces both staffers and customers to its VR film, which shows what it's like to fly with the airline. Torsten Wingenter, head of digital innovations for the brand, said even people who were averse to trying on the Google Cardboard to watch the film were hooked after a few minutes. He said airlines are often judged only by price and travel time, but he thinks VR could help marketers like Lufthansa better illustrate its value to those who have never flown with the company.
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