A Smell-O-VR Experience by Budweiser
Budweiser beer prefers to use robust draft horses rather than purebred horses in its advertising campaigns. It is important to note that robust draft horses, also known as Clydesdale, are characterized by their strong bodies and exceptional energy. They are particularly skilled at running and, through training, are capable of surprising people with their incredible speed. Therefore, Budweiser beer prefers to choose Clydesdale draft horses as the visual symbol of its brand, perfectly combining the image of the working class with American traditional values. During the 2016 Super Bowl, “Budweiser Clydesdales VR Experience” debuted, offering viewers the sensation of riding alongside the Budweiser Clydesdales during a parade.
Budweiser Clydesdale intrigued me a lot that it could connect feeling of drinking beer and riding horses as it seems as two totally different fields. Or just because of these differences, you would never forget once you connect them together. Whenever you feel excited as like riding alongside the horses, you would like to have a beer immediately.
In terms of marketing goals, Budweiser’s use of VR can be said to be effective in bringing audiences a remarkable and impactful experience. It created a sense of buzz and anticipation for the brand, especially in the hyper-competitive ad environment of the Super Bowl. The immersive quality of VR has the potential to leave a lasting impact on viewers, increasing brand perception and cultivating a positive association with the brand.
To assess the future prospects of VR as a marketing trend, it predicts to have over 22 billion US dollars by 2025 as it is growing at a fast pace. There is no doubt that the growing popularity of VR devices and applications in areas such as entertainment and education demonstrates the enduring presence of VR as an important technology. VR is not a passing trend, but a long-term technology with a huge market potential.
References：
https://www.statista.com/topics/2532/virtual-reality-vr/#topicOverview
https://vrscout.com/news/budweiser-beer-garage-vr-sxsw/
