Birchbox, a leader in the monthly box subscription category, will include a virtual reality experience as part of their August shipments to their Birchbox Men subscribers.
Among the customized selection of samples, subscribers will receive a special cardboard viewer. After downloading an app and inserting their smartphone into the viewer, subscribers can turn their heads to explore four live-action, 360-degree video adventures, including driving a race car, surfing, riding a dirt bike and flying in a helicopter. Birchbox describes the virtual reality experience as a new way to provide a sense of discovery and innovation to their subscribers, qualities their brand is committed to.
This is the second prominent use of the 360-degree, virtual reality technology we’ve seen (if you haven’t yet, read about how Conan partnered with AT&T to offer his show in 360-degree VR to fans during Comicon last week). While still relegated to a high-investment, buzzworthy offering, it could become a more mainstream way for brands to expand the reach of experiential marketing, creating a way for off-site fans to see and feel their activations.
Image courtesy of Birchbox (PRNewsFoto/Birchbox)