When talking about AR and VR scenarios, marketing seems to be a very promising field of application. Especially sensory marketing moves in our focus as it is a specific approach to attract potential customers by using senses to affect their feelings and behaviour. As globally leading pinoeer, Prof. Aradhna Krishna coined the term “sensory marketing”. She defines it as
“marketing that engages the consumers’ senses and affects their perception, judgment and behavior (and suggests that) from a managerial perspective, sensory marketing can be used to create subconscious triggers that characterize consumer perceptions of abstract notions of the product (e.g., its sophistication or quality).”
For a better unterstanding of sensory marketing, the following examples will show you various use cases of AR/VR in the domains of marketing and advertising.
1. Mariott Hotel’s VR honeymoon
To exemplify the combination of VR and sensory marketing, Mariott Hotel’s Teleporter has to be mentioned. Basically, the Teleporter simluates a virtual honeymoon and aims to seduce recently married couples to plan their dream vacation. By wearing the VR device Oulus Rift and a full-sized headphone, the user is “teleported” to the VR environment. This effect is further enhanced by the use of watersprayers and installed heaters that enable a multi-sensory experience.
Watch the following video to get an impression of Mariott Hotel’s Teleporter:
2. Häagen-Dazs’s AR timer
Häagen-Dazs provides an AR timer for the purpose of “softening” the ice cream before use. To bridge the time gap, an AR violinist appears and plays a two-minute violine concert. Generally, the advertisment appeals directly to the emotions and senses of the consumer as the Häagen-Dazs ice cream is presented as a special delight and premium product.
By listening to the classical concert, the sense of hearing is activated and the violin sounds make the consumer feel sophisticated and culturally educated, Due to this subconscious positive association, the customer may be more willing to buy Häagen-Dazs ice cream prospectively.
Watch the full advertisment and let us know what you think about the AR app!
3. Jochen Schweizer’s AR Tour
Jochen Schweizer shows how companies bring AR to the market. At the heart of the concept lies a kind of virtual treasure hunt similar to Geocaching. The general task is to free the parallel world “Avoria” from evil powers by using AR.
The participants use an iPad as a gateway to the AR reality and have to solve different types of riddles to save Avoria.
What do you think about the presented AR/VR use cases? Would you like to see more of it? We are looking forward to your comments and hope that you enjoyed the scenarios!