Power Play: Marketers are coming up with all kinds of innovative ways to use technology to create a unique brand experience
Chuck Kapelke
When marketers for Patrón Spirits wanted to educate partners, distributors, and bartenders about the artisan craftsmanship that goes into making their ultra-premium tequila, they turned to a novel solution: a flyover of the company's remote hacienda in the highlands of Jalisco, Mexico, experienced through Oculus Rift virtual reality (VR) goggles.
"It's really important that the men and women in our distribution force can tell our brand story with real passion, and if we can't get...