Marijuana marketing is going virtual with Dōs, a new smartphone app that uses immersive VR experiences to help cannabis brands promote their products.
Conceived by tech entrepreneur and ex-NFL player Gerome Sapp, the Dōs app invites users to access an array of multimedia experiences or 'moods' that aim to mimic the experience associated with consuming a particular strain of cannabis. Each 'mood' is accompanied by sponsored content provided by a specific cannabis brand.
The VR experiences range from tranquil sunsets on the beach to glitzy fountain shows in Las Vegas. They are best enjoyed using a virtual reality headset such as the Google Cardboard, but can also be viewed on your smartphone's screen.
The fledgling cannabis industry faces a variety of legal hurdles when it comes to marketing, and cannabis brands remain largely marginalized by conventional media platforms wary of granting them advertising space. The Dōs app offers these brands an opportunity to sponsor virtual experiences that evoke feelings and moods that represent the effects of their products.
The alignment of specific feelings with brands is as old as marketing itself, but by leveraging virtual reality and smartphone apps, Dōs is now set to make this age-old advertising ploy available to the cannabis industry.