When should we use virtual experiences in campaigns?

Use a virtual experience when exploring an environment gives prospective customers a meaningful encounter with the offer that conventional campaign material cannot provide. The setting should carry the proposition, rather than simply provide a backdrop for campaign messages.

Let prospects enter the world of the offer

Choose virtual exploration when the setting is central to what prospective customers need to understand about the offer. For IBM Garage, the account-based marketing concept, 'Where it happens', focused on the space itself and the transformational change that could happen inside it. The campaign included in-browser virtual reality experiences that placed prospective clients directly inside the IBM Garage environment, alongside an interactive physical book.

The useful principle is to connect the environment to the promise. IBM Garage's virtual experience was a way into the place where the proposed transformation would happen, not a separate spectacle. When considering a virtual campaign, ask what entering the setting lets prospects encounter about the offer, rather than choosing virtual reality for its novelty alone.

Sources: IBM Garage: Account-Based Marketing Campaign, Trendspotting: What’s Caught Our Eye in Technology

How The Frameworks helps

Creating virtual campaign experiences

Your audiences need a virtual campaign experience that rewards their attention and accommodates different interests and levels of technical knowledge. The Frameworks works with you to translate your brand and business story into an experience people can explore, bringing interactive storytelling and digital development into the campaign's creative direction. Its focus is on the relationship between the story and the audience's participation: what people encounter, how they engage with it and what that encounter communicates about your offer.

The Frameworks delivers experience design, interactive storytelling and browser-based development, connecting the campaign's narrative with the environment and interactions that bring it to life. These give you a virtual experience built around your offer, with a coherent story for audiences to follow through their own exploration. You gain a participatory way to present your proposition within the campaign, giving prospective customers a direct encounter with what you offer.

Let’s talk about your virtual campaign experience 

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