How VR boosts recall and creates brand empathy

Vanessa Evans, Amy Hunt and Cassidy Rouse

This article examines research carried out in the US by Samsung and Starcom into the benefits of VR in building emotionally engaging brand experiences.

Marketing Embraces New Technology

This article is part of a series of articles on how marketing is embracing AI, AR and VR. Read more.

Virtual Reality (VR) has been called the ultimate empathy machine, a wholly immersing medium that transports its audience across time and place. Intuitively, it makes sense that VR should produce more memorable and emotionally engaging experiences for brands and their audiences. However, despite VR's ability to deliver a new level of storytelling for brands, many marketers have yet to experiment in this space as a critical mass has yet to be reached with just...

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