Brands activate virtual reality users with headset-embedded packaging
Implications - As consumers become more familiar with branded content for entertainment purposes, many brands are disseminating virtual reality technology by providing packaging that can be repurposed as DIY VR headsets. Also linked to maker culture and the so-called "IKEA effect," which sees consumers place higher value on things they have assembled themselves, this progression illuminates the opportunity for brands to cultivate and retain a clearly defined audience through the new advertising medium.
Workshop Question - Design your own multipurpose packaging concept; what does this look like?
Trend Themes
1. DIY VR Headsets - Brands are disseminating virtual reality technology by providing packaging that can be repurposed as DIY VR headsets, giving consumers a fully immersive experience, while also appealing to the maker culture trend.
2. Virtual Reality Subscriptions - Brands are including VR headsets in monthly subscription boxes in an effort to appeal to a tech-savvy demographic, providing an opportunity to stay on top of the VR trend and reach a wider audience.
3. Humanitarian VR Experiences - Virtual Reality is being used to promote social issues, offering a unique way of sharing experiences with viewers while also raising awareness for important issues, such as poverty and survival gifts.
Industry Implications
1. Packaging Industry - The packaging industry can reference virtual reality technology in designing and creating packaging that can be repurposed as DIY VR headsets in order to create consumer engagement and promote brand loyalty.
2. Subscription Industry - With virtual reality headsets being included in monthly subscription boxes, the subscription industry can provide opportunities to offer high-quality, engaging experiences on a regular basis to subscribers, while reaching a wider audience and staying ahead of trends.
3. Nonprofit Sector - The Nonprofit sector can utilize virtual reality to create and share experiences promoting social issues and raising awareness about important topics, ultimately increasing engagement, empathy, and advocacy for each specific cause.
