When should we use virtual experiences in our campaigns?

Choose virtual exploration when the environment is part of what buyers need to understand. For IBM Garage, the account-based marketing campaign concept, "Where it happens", focused on the space itself and the transformational change that could happen inside it. The campaign ran in 2019 and included in-browser virtual reality experiences that brought prospective clients directly into the IBM Garage environment, alongside an interactive physical book. The practical lesson is to connect the virtual setting to the proposition rather than make virtual reality the proposition. When deciding whether to use a virtual experience, ask what entering the environment would help a prospective buyer encounter that a description alone would not.