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.