When should we use virtual experiences in campaigns?

Choose virtual participation when the environment itself is part of the story you need buyers to understand. The 2019 IBM Garage account-based marketing campaign used the concept "Where it happens" to focus on the space and the transformational change that could happen inside it. In-browser virtual reality experiences placed prospective clients directly inside the IBM Garage environment, alongside an interactive physical book. The campaign offers a specific reason to choose virtual participation over description alone: the place was central to the proposition. When planning a campaign, ask what entering the environment would let prospective buyers explore that a description would leave at a distance.