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Adaptive Packaging

When planning for a convention or event, there is a lot of material to be made. Content, both digital and physical, are produced to help reaffirm a brand or company with the audience, to give them something to look to after the day is done, and to let them learn more about your vision or ideals. It can be difficult to directly move from the physical handout to the digital context.

Why not make it a hands-on experience?

Google Cardboard is a cheap and easy way to let your audience use their phones for a quickly accessible VR experience.. By handing out branded Google Cardboard goggles, with your company's branding, you give them the means to directly link that physical experience to a digital continuation. What's more, you can utilize QR codes to spare the hassle of typing out a URL.

This does not have to necessarily wait until after the event, either. For example, when NBC's Today show did a live concert by DNCE, their sponsor Cirti handed out over eight thousand branded Google Cardboard headsets to their card members, as well as NBC Fan Pass subscribers and attendees at New York's Rockefeller Plaza on the day of the performance.

This gave fans the ability to see the performance in 360 degrees and immersed them into the experience. They were also able to access post-show content online afterwards.

A more hands on example of this idea is the Happy Goggles, by McDonalds. Using the iconic Happy Meal box, the packaging itself also becomes part of the experience. It is turned into the VR headset, which a phone can again be slid into to access a skiing game for children to enjoy. It aims to be educational, but also encourages customers to buy more of the product due to its unique nature. Using VR goggles for gaming purposes is nothing new, but using it to add value to the product and packaging in this way is quite novel.

McDonalds Happy Meal box adapted to make a VR headset

These are but two ways other companies have utilised the growing popularity of virtual reality to rethink not only their branding, but the use of their packaging. There are several ways to merge the two, giving you a clever edge over the competition and adding value to your product and company.

Plus, an inventive use of packaging and technology will drive natural discussion of your organisation, keeping you and your products relevant even after any event or exhibition has closed its doors. One more perk to this is adding value to your VR content, as it can be accessed even after any physical booths are closed at the attendee's leisure, giving them the chance to experience it again and to learn more from it