Virtual reality (VR) experiences are becoming more prevalent and impressive. As brands grow in confidence about embracing this technology, it’s increasingly becoming part of the experiential marketing landscape. But are we using VR for the right and most appropriate reasons? There was something creepy and vaguely Orwellian about the picture of Facebook’s Mark Zuckerberg walking into a roomful of people all wearing VR headsets at the Samsung Galaxy S7 launch. The Twitter-verse jumped on the image with a recurring comment asking what the point of those present being there was if they were just strapping on headsets.  It might be the most obvious point, but that doesn’t stop it from being a good one. Since then VR has grown and there are now several products on the market to choose from. The novelty of experiencing VR for the first time may be disappearing, but in the UK and the US we’re seeing the technology shoehorned into live experiences, though it’s yet to take off in SA. Event pl...

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