# Virtual Event Brand events leverage VR as an alternative to traditional entertainment. By [Rebecca Byers](https://www.trendhunter.com/becbyers), Insights Research at Trend Hunter | Published Dec 3, 2015 | Category: [Marketing](https://www.trendhunter.com/pro/category/marketing-strategy) Source: Trend Hunter, https://www.trendhunter.com/protrends/virtual-event ## Key Figures - Trend score: 4.4/10 - Evidence articles: 7 ## What is the Virtual Event trend? **Virtual Event:** Replacing traditional forms of event entertainment, brands have begun incorporating virtual and augmented reality experiences into consumer-facing soirees in order to offer singular, personal experiences. Such experiences provide a means for brands to engage consumers in a way that is grounded in play. This progression speaks to the power of digitally enriched experiences and the role of exclusivity marketing, given that the experience is hard to replicate for those not there. ## At a Glance - Evidence: 7 featured examples - Articles from: Jul 9, 2015 to Jan 21, 2016 - Published: Dec 3, 2015 - Patterns: [Convergence](https://www.trendhunter.com/pattern/convergence), [Redirection](https://www.trendhunter.com/pattern/redirection) - Megatrends: [Multisensation](https://www.trendhunter.com/megatrend/multisensation), [Experience](https://www.trendhunter.com/megatrend/experience), [Artificial Intelligence](https://www.trendhunter.com/megatrend/artificial-intelligence) ## Audience - Gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, Europe, Asia ## Themes within the Virtual Event trend ### Virtual and Augmented Reality Experiences at Events Brands are incorporating virtual and augmented reality experiences into their events for more personalized and exclusive experiences. ### Virtual Reality for Interactive Experiential Marketing Virtual reality technology is becoming an effective way for brands to interact with customers and build their brand presence. ### Virtual Reality for Immersive Entertainment Virtual reality technology is transforming auditory and visual experiences of music and theatre into immersive experiences. ## What the Virtual Event trend means for industry ### For Event Planning and Entertainment The event planning and entertainment industry can benefit from incorporating virtual and augmented reality experiences into their events. ### For Market Research and Consumer Engagement The use of virtual reality in interactive experiential marketing can provide more thorough and engaging insights on consumer behavior. ### For Art and Culture, Gaming Virtual reality technology can transform the audience experience in music, theatre, and gaming industries. ## Workshop question What element of play can be incorporated into your marketing strategy? ## Trend signals for Virtual Event Trend score 4.4 out of 10, from popularity 65%, activity 59%, freshness 8%. - Popularity: 65% - Activity: 59% - Freshness: 8% ## Examples of the Virtual Event trend 7 featured examples from Jul 9, 2015 to Jan 21, 2016. - [Virtual Reality Casinos](https://www.trendhunter.com/trends/slotsmillion): SlotsMillion is Creating Virtual Gambling Experiences with Oculus Rift (Category: Tech) Implication: The online gambling industry can embrace virtual reality technologies to enhance user experiences and attract a new generation of players, leading to increased market competitiven… - [Virtual Fashion Shows](https://www.trendhunter.com/trends/virtual-fashion): YouVisit's VR Tours Bring Russia's Mercedez Benz Fashion Week to the World (Category: Marketing) Implication: Disruptive innovation opportunity: Adopting virtual fashion shows as a way to showcase collections and reach a wider audience, transcending physical limitations. - [VR Musical Performances](https://www.trendhunter.com/trends/musical-performance): The Lion King is Now Available for Viewing Through Virtual Reality (Category: Art & Design) Implication: Theater industry can leverage VR technology to capture and share immersive experiences of their shows, attracting a wider audience and creating additional revenue streams. - [Virtual Flight Experiences](https://www.trendhunter.com/trends/stella-artois): Stella Artois Presented a VR-Powered Bird's Eye View of Wimbledon (Category: Marketing) Implication: The marketing and advertising industry can leverage virtual reality to create innovative and engaging campaigns that leave a lasting impression on consumers. - [VR Cricket Experiences](https://www.trendhunter.com/trends/cricket): 'A Proper Ball' is a VR Event from Yorkshire Tea and the ECB (Category: Lifestyle) Implication: Virtual reality technology can revolutionize the way consumers engage with live sports and entertainment events, providing new revenue streams and increased fan engagement. - [Indoor Sledding Stunts](https://www.trendhunter.com/trends/vr-experience): North Face's Dog Sledding VR Experience Launches a Real-Life Race (Category: Marketing) Implication: The outdoor apparel industry can utilize experiential marketing and virtual reality to showcase their products in action, inspiring consumers to make purchases and fueling brand l… - [Virtual Reality Orchestras](https://www.trendhunter.com/trends/la-phil): LA Phil's 'VAN Beethoven' Experience Visualizes Classical Music (Category: Marketing) Implication: The entertainment industry can use virtual reality technology to create immersive experiences and draw audiences in unique and engaging ways. ## Recent trend clusters - [Assisted Choices](https://www.trendhunter.com/protrends/weight-loss-medication-support) (Lifestyle) - [Storyline Sips](https://www.trendhunter.com/protrends/themed-drink-menus) (Lifestyle) - [Bedtime Cocoon](https://www.trendhunter.com/protrends/sleep-sensory-blocking) (Lifestyle) - [Source Signatures](https://www.trendhunter.com/protrends/oak-finish-whiskey) (Lifestyle) ## Trending in Marketing - [Mystery Packaging Campaigns](https://www.trendhunter.com/trends/cow-not-laughing) - [Creator-Led Learning Series](https://www.trendhunter.com/trends/learning-series) - [Nostalgic Beauty Mascots](https://www.trendhunter.com/trends/bliss-girl-series) - [Athlete Beauty Ambassadorships](https://www.trendhunter.com/trends/athlete-beauty-ambassadorships) All articles: [Marketing](https://www.trendhunter.com/marketing)