Pursuits
Advertisers Look to Harness Virtual Reality for Marketing Boost
- Agencies, brand owners gather on Riviera to discuss trends
- Google, Facebook, McDonald’s, Coke embrace virtual reality
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A syringe-making machine built by Stevanato Group SpA of Italy runs 23 hours a day, churning out glass needles that can be filled with blood thinners, vaccines or cancer treatments. It weighs 7 tons, making it hard to lug along on marketing trips.
The family-owned company, based near Venice, solved that problem by hiring Interpublic Group’s R/GA London advertising agency, which built a virtual reality program that lets potential clients don headsets and take a simulated walk into the machine to see it whir and spin as the syringes are assembled.