"Last year, Jaguar pranked consumers at an expo by telling them that they were about to experience what it's like to ride in a Jaguar F-Type via a VR simulator. Little did they know that the VR helmet they were asked to put on was fake and that their "VR experience" was actually a real ride in a Jaguar - something that they all ultimately agreed was much better than a simulation."
"He also discussed how "the open social web is not happening anymore" and pointed to the fact that the majority of high school kids have private Instagram accounts and are mostly interested in "closed, interconnected networks" like messaging apps, which makes it difficult for brands to reach consumers on these platforms in a way that doesn't feel invasive. Yet he pointed to a few brands that have managed to do this successfully, including Dior, which sold a limited number of $4,210 handbags via its WeChat account earlier this year."
Virtual reality stunts that require consumers to jump through hoops often miss the mark because consumers typically prefer real-life experiences. Jaguar delivered a fake-VR setup that actually provided a real F-Type ride, demonstrating that authentic experiences can outshine simulations. The open social web is waning as many younger users adopt private Instagram accounts and closed messaging networks, which makes public-brand outreach feel invasive. Some brands navigate private networks successfully; Dior sold limited $4,210 handbags via WeChat, showing intimate networks can enable direct purchasing. Brands should prioritize authenticity and respect privacy when engaging within closed digital communities.
Read at The Drum
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