For SXSW 2016, Gillette made use of Discovery VR to create the 'Clinical Clear Gel Pressure Chamber.' This virtual reality experience launches participants into high-energy activities like slacklining and canyon swinging in order to see how their bodies respond to high-pressure situations by tracking pressure spikes throughout the experience.
While the average person's every day life does not include such high-energy activities, the virtual reality Pressure Chamber experience is meant to communicate how Gillette Clinical Clear Gel Antiperspirant helps users "keep their cool."
For marketing, virtual reality is becoming a popular way for brands to create immersive experiences that tell a particular story about a product and allow consumers to feel as if they're the protagonist in that narrative. So far, virtual reality has been one of the most talked-about topics at this year's South by Southwest.
Action-Packed Adventure Simulators
At SXSW, Gillette Created a VR 'Pressure Chamber' Experience
Trend Themes
1. Virtual Reality Marketing - Brands use virtual reality technology to create immersive experiences that showcase their products and allow consumers to be part of an engaging narrative.
2. Real-time Data Tracking - The use of real-time data tracking technology in immersive experiences help users understand their response to high-pressure situations and opens up opportunities for real-time product improvements.
3. Immersive Entertainment - Audiences engage in immersive entertainment experiences like simulators, creating a market for brands to generate new forms of entertainment that will immerse customers in a brand's narrative.
Industry Implications
1. Marketing and Advertising - Innovative virtual reality technologies can become an important tool for marketers to create more engaging ads for big brands.
2. Consumer Electronics - Companies in the consumer electronics industry like Samsung or HTC can take advantage of this trend to market and sell their VR headsets or other VR devices.
3. Sports and Entertainment - The sports and entertainment industry can create experiences that transport users to thrilling environments like ski slopes, race tracks, or extreme sports venues generating an alternative entertainment experience to traditional media.