The use of virtual reality (VR) in advertising can be something of a controversial subject, but an increasing number of businesses are using the technology to engage with customers in a way that was not previously possible. One such example is car manufacturer Mazda, who will be offering a VR test drive to customers are part of its Shopping Centre Tour.
Customers who attend one of the four locations that form part of the Mazda shopping centre tour will have the opportunity to use a VR headset to experience a virtual drive around the famous Longcross test track in Surrey, a track that has long been used by car manufacturers for testing new vehicles.
The customer can choose a driver or passenger-side experience and take a virtual seat in a Mazda CX-5 for a fast-paced test drive around the track, featuring a number of high-adrenaline manoeuvres, culminating in a two-wheeled balancing act stunt, often referred to by stunt drivers as ‘skiing’.
The tour is part of Mazda UK’s effort to promote the new Mazda CX-5 as the company has noticed that consumers are increasingly turning to the internet to get information on cur purchases, and hope that the new technology will provide a more in-depth look at what driving the new car is like.
Mazda UK’s marketing communications manager Kim Crawford said: “With virtual reality, our aim is to create a sense of oneness with the car through an immersive experience. You literally get a test drive experience on a track, whilst sat inside the all-new Mazda CX-5 without leaving the building. We hope this will bring prospective customers much closer to the vehicle itself, allowing them to appreciate the quality of both the interior and exterior of the car.”
The Mazda CX-5 VR experience will be available at the following venues:
- Bullring, Birmingham: August 5-6
- Trafford Centre, Manchester: August 12-13
- Bluewater, Kent: August 19 -20
- Braehead, Glasgow: September 2-3
VRFocus will continue to report on new and innovative VR experiences.