Ag retailers use VR, video games to experiment with ‘virtual experiential marketing’

Marketing has been revolutionized by technology that immerses potential buyers, particularly in the form of virtual reality (VR) and, by extension, video game mediums. By employing these technologies to simulate an environment where users can experience products, large companies like Toms and Meta are taking advantage of a novel strategy: virtual experiential marketing (VEM).  

VEM allows consumers to engage with a brand virtually and experience a product firsthand without ever actually handling it. In agribusiness, Giants Software’s “Farming Simulator” and ag equipment companies John Deere and Cargill have pioneered the marketing applications of these technologies.