The video content, by Maxus Global and created by VR tech startup Omnivirt, puts viewers in a grand ballroom which is featured in the movie. It’s nothing NSFW, users mainly just watch the two main characters dancing.
According to Maxus Global, there was a 10 times uplift in engagement across mobile display placements in comparison to a control ad unit.
Keith Baker, director of integrated media at Maxus Global, told The Drum: “OmniVirt’s platform allowed us to seamlessly integrate the 360VR experience into our existing media plan, target the film’s specific audience across web and mobile platforms and measure the impact of the creative.
“We witnessed a 10x uplift in engagement across mobile display placements when compared to the control ad unit, and saw viewers spending around two minutes in this experience on mobile devices.”
Leigh Godfrey, vice president of digital marketing, Universal Pictures added: “we created this amazing asset and wanted to explore innovative ways to get this content in front of our fans.”