Honda is teaming up with media company Gannett to create and distribute its first virtual reality video content. Designed to let viewers experience the thrill of driving a Honda-powered, Dallara race car, the VR experience will be released on May 29 on both Honda’s own digital properties, as well as some major publisher sites in Gannett’s network, including USA Today and 92 local newspaper sites. The branded experience will also be available via USA Today’s VR Stories app.
What Brands Need To Do
While it’s not the first brand to develop a branded VR experience to engage with consumers, Honda’s initiative is notable for its deep collaboration with a major publisher to distribute its content. Previously, brands experimenting with VR content have mostly reserved their work for social channels or special events activations. As mainstream consumers become familiarized with VR and 360-degree content, thanks to the rapid development in both VR software and hardware, we expect more brands to start working closely with media partners to develop and distribute VR content.