Remember Google Cardboard, the company’s cut-rate response to Oculus Rift? It’s now being used as a marketing tool for Volvo.<\/p>\n
The Swedish automaker will offer a simulated test drive on Google Cardboard to promote its XC90 crossover, which will go on sale in spring 2015.<\/p>\n
The automaker will roll out the Cardboard test drives at the Los Angeles Auto Show and at Volvo dealers.<\/p>\n
Volvo has used Oculus in the past for a similar purpose, but Bodil Eriksson, EVP of product, brand and marketing communications at Volvo, says Cardboard is a lot more accessible.<\/p>\n
“This is really bringing the car to where people are in an un-fussy way.” R\/GA<\/a> and Framestore<\/a> created the experience, known as Volvo Reality.<\/p>\n The experience isn’t as immersive as Oculus but it’s not bad, considering you can put together a Cardboard viewer for as little as $7<\/a> versus hundreds of dollars for an Oculus headset.<\/p>\n The 3-minute ride gives you sort of a fly’s view of what it’s like to drive an XC90 since you can look around the car and down at the seat where your butt would be.<\/p>\n Volvo claims to be the first brand to use Cardboard in the U.S. for marketing purposes, but UK retailer John Lewis has already been employing Cardboard for its Christmas campaign.<\/p>\n The John Lewis campaign lets consumers experience “Monty’s Christmas<\/a>,” an interactive story featuring Monty the Penguin.<\/p>\n