Presented in September 2021, this article surveys practical applications of 360-degree video marketing across four principal domains: product demonstration, tourism promotion, adventure content, and event marketing.
Showcasing Products and Manufacturing Processes
Nescafé was among the first companies to leverage 360-degree video, producing a series of videos documenting each stage of coffee production from harvesting to finished product. This approach highlighted product freshness and natural cultivation methods while generating leads and prospects. Mercedes similarly used 360-degree video to extend the experience of the Frankfurt Motor Show to users who could not attend in person, presenting new models and prototypes to increase user engagement and encourage sharing to reach wider audiences.
Promoting Tourism and Destinations
Tourism and hospitality have become prime applications for 360-degree video. Qantas produced 360-degree videos in collaboration with Hamilton Island Resort and Samsung to promote Australian tourism destinations, focusing not only on the destinations themselves but on the full travel experience with Qantas, including in-flight cabin footage. Travel bloggers and YouTubers with limited budgets have also found success creating 360-degree content that engages users and fosters direct connection and discussion.
Broadcasting Extreme Sports and Adventures
Red Bull, long associated with extreme sports sponsorship, adopted 360-degree video to allow users to experience activities most could not undertake themselves, such as the skydiving jump by Felix Baumgartner. This format elevated the sponsorship strategy while also allowing locations hosting such events to showcase their territories through the same medium.
Promoting Events
Event promotion using 360-degree video allows potential attendees to preview the experience before deciding to participate. Tomorrowland, one of the world’s largest electronic music festivals, was among the first to employ this technique for event marketing. Compatible cameras from manufacturers including Giroptic, IC Real Tech, Kodak, and Ricoh became available on YouTube from March 2016 onward. Additional applications include immersive television, music videos, short films, documentaries, backstage content, real estate, and retail environments.
Frequently asked questions
Which brands pioneered 360-degree video marketing?
Nescafé and Mercedes were early adopters for product and motor show content; Red Bull and Qantas established the format for extreme sports and tourism respectively; Tomorrowland applied it to event promotion.
What equipment is required to create 360-degree videos?
Compatible cameras from Giroptic, IC Real Tech, Kodak, and Ricoh became available on YouTube from March 2016, with models including Bubclam, Aillie, SP360, and THETA.
What are the main benefits of 360-degree video marketing?
The format offers high versatility and user engagement, allowing companies entering the still-growing medium significant creative scope and opportunity to reach audiences through preview experiences and immersive storytelling.