360i is partnering with National Geographic and Verizon’s Oath on the first-ever programmatic VR campaign to promote the season two premiere of MARS, a hybrid, six-episode series that alternates between scripted drama and documentary sequences to predict what life will be like on the red planet. The prospect of terraforming Mars once was considered science fiction, but soon, it will be a reality. After a highly successful first season — the series became National Geographic’s second highest rated series of 2017 — the campaign will build awareness for the return of MARS, which premieres on November 12.
For the first time ever, VR users will see ad placements for MARS in picture frames, on TVs and even on traditional billboards in gaming and social experiences — all within the immersive VR environment. This new ad experience will help the network deliver dynamic ad creative to attract viewers, seamlessly powered by Oath Ad Platforms and a partnership with SSP Admix and BidSwitch.
“We constantly look for ways to innovate and create seamless and immersive content experiences for our audience,” said Dennis Camlek, executive vice president, strategy and consumer marketing at National Geographic. “By partnering with 360i and Oath on delivering this incredible, first-of-its-kind VR experience, our audience is able to engage with MARS and get excited for the new season, and ultimately, by using this powerful storytelling device, we’re hoping to inspire future scientists, explorers and adventurers.”
VR usage is growing, especially within the gaming audience. There will be an estimated 36.9 million VR users by the end of this year, according to eMarketer, and that number is expected to increase 70 percent by 2020. We know consumers are hungry for engaging, well-executed VR ad experiences that provide utility, enhance reality and create meaningful connections with brands.
Read more about the partnership in MediaPost.