During the South by Southwest conference in Austin, Texas, America’s most famous beer company, Budweiser, stepped up a notch in their marketing strategy by creating a 4 dimensional experience for beer drinkers.
The Budweiser Beer Garage located in Austin’s Ironwood Hall, gave participants a lifelike experience of how they manufacture their beer from hundreds of miles away. The Garage was designed with all elements of sense in mind, sight, sound, touch, smell and most importantly, taste. Members would wear virtual reality headsets while aromas, sprays, and other various experiential features surrounded them.
“We want liquid to lips; we really want people to be able to remember what a great tasting Budweiser and our fresh draft is,” Tina Wung, director of digital strategy and innovation at Anheuser-Busch.
By giving members a full experience of operations, it lets people see the ins and outs of the brewery without having to drive the distance. This is a major step in how virtual reality is becoming the next big medium for big advertising.
Now that VR tech is becoming more refined and available, companies are putting forth the cash to set up advertisements based around it. Where virtual reality was a pretty gimmick in the days of future’s past, it has now become a key feature to look at for the future due to updated technology.
In the near future, we will start to see a shift from traditional advertising to more experiential advertising. With VR on the rise, the technology doesn’t seem to be something that is out of reach as it was in the past. Using full sensory experiences could very well be the next step in how a company can reach out to viewers.