When talking about virtual reality experiences, the first thing that comes to mind is immersing yourself in a video game or 3D cinema experience. However, Google Tilt Brush HTC headset and set of hand controllers is a transformative virtual reality experience where consumers are able to paint virtual worlds of their own. Using the controller’s, users have the choice of different colours, artist tools and materials such as fire, snow and stars to create the 3D life size paintings. The appeal for virtual reality has reached way beyond the gamer market, as artists and fashion designers are embracing the phenomenon, using the room as their canvas and sketching out ideas using cotton, leather, silk and denim.
Brands can create virtual walkthrough events to exhibit full size 3D models of current and future products as well as performing live demonstrations to evoke face-to-face interactions with consumers. This allows brands to gather valuable market research and generate press attention and free favourable media exposure showcasing exclusive footage from the event.
As a result of brands and experiential marketing agencies using the Google Tilt Brush as part of campaigns, consumers are able to be immersed in a branded virtual world, experiencing fewer distractions and therefore focusing fully on the product and the brand message. Additionally, the impact of the virtual reality experience generates strong emotions towards the brand and often results in a longer lasting impact in the consumer’s memory.