Virtual reality helps Lufthansa's brand take flight

This event report details how Lufthansa, the air carrier, has employed virtual reality to solve real brand problems.

Virtual reality helps Lufthansa's brand take flight

Stephen WhitesideWarc

Lufthansa, a German air carrier flying to more than 15 destinations across America, is using virtual reality to solve real-world marketing problems.

"Today, when you get on a plane, sometimes you think you are cattle," Torsten Wingenter, Head/Digital Innovations at Lufthansa, told delegates at MediaPost's OMMA conference held during South by Southwest (SXSW) 2016. "And this is something we really don't like. For us, it's not about bringing people from A to B."

By cutting back on everything but the essentials, he continued, the category's major players have largely...

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