A Different World with New Feelings: Jurassic World, Virtual Reality and why it’s the Next Big Thing in Experiential Marketing

LiveWorks is an independent experiential marketing and promotional staffing agency, established in 2004. We combine our innovative thinking with strategic sales and marketing objectives to produce creative and entertaining campaigns sets us apart from our competitors.

Members of the public participating in the Jurassic World VR experience.

This week, Liveworks provided promotional staffing for Jurassic World’s promotional campaign for the launch of Jurassic World: Fallen Kingdom. Situated outside of World Square shopping centre in Sydney, brand ambassadors helped deliver a fun and immersive Virtual Reality experience. Members of the public had the opportunity to experience Jurassic World, a vibrant animal kingdom full of all kinds of predators, small to large dinosaurs and mind-blowing volcanic eruptions.

The event was designed to promote the film’s release by giving people a taste of the incredible Jurassic World in motion. Participants chose between a light-hearted chapter and a second chapter, which was a nail-biting expedition for brazen adventurers. Both chapters followed the lives of dinosaurs as they battled and fought for survival in the hostile Jurassic World. Participants had the opportunity to appreciate the beauty and wonder of the natural environment, and momentarily step into an alternate world.

Virtual Reality and Experiential Marketing

VR, or Virtual Reality, refers to the use of sophisticated graphics to construct an artificial reality in which the participant feels completely immersed in another reality. This typically involves a participant wearing a specialised headset designed to show graphics in a way that provides a realistic, multi-dimensional experience. Participants feel totally immersed in the experience, with participants at Jurassic World: Fallen Kingdom VR experience describing feelings of fear, excitement and awe as a result of their journey to Fallen Kingdom.

VR is a burgeoning area of experiential marketing as it allows consumers to fully engage with a product, service or experience. VR allows businesses to connect with consumers on a deeper level. By entering another world, consumers not only experience, but feel. In the words of Maya Angelou: “People will forget what you said, people will forget what you did, but people will never forget how you made them feel.”

Virtual Reality is an increasingly relevant component of experiential marketing. It allows participants to fully experience your brand by engaging with all five of their senses at once, resulting in a powerful and emotional product experience.


Clark, Jon. 2017. https://www.forbes.com/sites/forbesagencycouncil/2017/10/02/why-should-you-care-about-virtual-reality-in-marketing/#3db8c88d64c4

See more photos of the event below.




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