The best brand experiences of SXSW Interactive
Using VR to show ‘the future of fun’
Originally appeared on CNBC.com – https://www.cnbc.com/2016/03/16/the-best-brand-experiences-of-sxsw-interactive.html
By Michelle Castillo – March 16, 2016
If the Super Bowl is the thing to watch for the best TV commercials, then the South by Southwest festival in Austin, Texas, is the place to be for top so-called experiential marketing.
With so much online these days, brands often struggle to turn their innovations into real-world concepts people can understand. Experiential marketing, or a brand-sponsored event, takes far-fetched ideas and makes them tactile or turns a cool stunt into a way to introduce a company to the public.
Here are some of the pop-up brand “houses” that stood out at the SXSW Interactive Festival this year.
People were asked to decorate the inside of a Happy Meal box using VR paint tools at the McDonald’s Loft at SXSW.
The McDonald’s Loft was not just a place to make your own custom burgers and sundaes courtesy of the brand. It arguably had the most buzzed about virtual reality experience of the festival.
The five-minute long interactive experience, created by VR company Groove Jones, transported the VR goggles wearer inside a Happy Meal box. Then using two plastic tools that you were handed, the user could paint inside the box using a paintball gun, laser paint ray or paintbrush. The experience was in 3-D, so you could walk around your artwork and construct your dream image.
Afterward, people were given a GIF of their VR experience, which usually looked like someone stumbling around waving their hands in the air as well as a picture of your artwork.
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