Luxury brands get off to an awkward start with virtual reality

Luxury Swiss watch brand Piaget’s first virtual reality experiment, which takes viewers to a simulated polo match, is a swing and a miss.

The VR experience is meant to promote Piaget’s newest watch, the Polo S (Piaget has been a sponsor of polo events for years). Done with production company Unit9, viewers can strap on Google Cardboard headsets to sit in on a polo match as a spectator or as a player. Online, the game can be experienced through a 360-degree video.

To read the rest of this story, please visit Glossy.

More in Marketing

Cannes Briefing: What to expect out of Cannes Lions 2024

The Cannes Lions Festival’s evolution from a sun-soaked schmooze-fest to a hive of strategic deal-making, discussion and deliberation continues to unfold this year.

Inside Publicis Groupe’s closed-door Cannes AI push

Publicis Groupe plans to use the week to emphasize its AI expertise and entice its existing client roster to invest more heavily in the space.

Digiday Podcast at Cannes Lions: Why Hilton CMO Mark Weinstein says the ‘hot air’ AI hype cycle isn’t over yet

No doubt, marketers have found uses for gen AI beyond social copy and internal content creation, but it’s yet to be said if AI will reach an inflection point at this year’s Cannes Lions.