The pandemic has resulted in a sea change in the event landscape. More and more companies have started adopting the virtual or online route to conduct events. The remote working culture has led to a massive rise in the number of virtual event platforms that provide customized event solutions. These virtual event platforms facilitate a variety of events. From corporate meetings to product launches, these virtual event platforms can help you organize your virtual event. Many companies are taking the help of virtual product launch platforms to host their virtual product launch event. This article provides some of the most prominent examples of virtual product launch events in recent times.
What is a Virtual Product Launch Event?
Just like other events, product launches have also moved online. A virtual product launch event is an event conducted to launch a new product or a product line virtually through virtual product launch platforms.
Features of a Virtual Product launch Platform
Given below are some features you should look for in a virtual product launch platform.
Custom Environment
Look for platforms that allow you to customize your event and provide a 3D view of the product and virtual product launch venue. This feature also allows the attendees to get a 360-degree view of the product for a realistic event experience.
Networking Features
You should look for platforms that provide enough networking opportunities and provide features like networking tables, AI matchmaking, business card exchange.
Engagement Features
Look for a virtual event platform that provides you with the option to customize your event and create booths, icons, and touchpoints according to your preferences and requirements, gamification, and live polls.
Top 9 Virtual Product Launch Event Examples
Volkswagon Virtual Auto Show
Just like many other companies, Volkswagon was also under deep pressure to either conduct the product launch virtually or cancel it. Canceling it would have meant huge losses for the company. To avoid those losses, the company decided to conduct its first-ever virtual product launch. The company took a unique approach by creating a 3D virtual product launch event experience. The visitors were allowed to scroll around, click and explore the auto show. The visitors could also try different colors on every car model. You can choose from among the various virtual product launch platforms that provide customized virtual event solutions.
Moschino Virtual Fashion Launch
As a result of the Covid-19 pandemic, the retail stores shut down, and it wasn’t possible to host an in-person product launch. Moschino, an Italian luxury brand went online and conducted a virtual runway fashion show. Many fashion brands are shifting towards conducting virtual runway shows either without an audience or with a virtual audience. It used puppets who wore copies of the latest collection that they wanted to launch. The approach used by Moschino was very unique and creative and made it stand out among its competitors.
MG Hector Plus
At a time when launching a product looked almost impossible, MG company used a virtual product launch platform to launch its Hector Plus variant. The product was launched live in front of 7000 people. They used a virtual event platform that facilitated the product launch. The audience present in the event could watch their every move. Their speakers were very good and well-rehearsed. They broke down the event into small sessions to keep the attention levels of the participants high. It made the product launch event more engaging for the audience with the help of gamification, live polls, and quizzes.
Apple Inc
Following the trend, Apple also used a virtual exhibition platform to launch the latest Apple watch and two latest models of iPad. The brand described the features of its products in detail to the live audience. Apple used a virtual event solution to announce the amazing features of the Apple Watch and iPad. It was able to grab eyeballs for its unique idea and the efforts it made to make the event engaging.
Canon India
Fountainhead MKTG also used a virtual event platform to launch its two of the most famous cameras, Canon EOS R5 and EOS R6. The virtual event of Canon attracted a lot of people and an unprecedented response from the event. These virtual product launches marked the beginning of an era of virtual events.
HTC VIVE
HTC Corp, an electronics company, based in Taiwan launched its new product ‘VIVE XR Suite.’ The company is known for its virtual reality headsets and it conducted its product launch using its Virtual Reality application. The attendees could enter the event through the app in the form of avatars. The brand successfully created a realistic experience for its audience through its virtual reality app. It recreated a physical product launch event experience.
Runner
Runner, a leading bike manufacturing company, shifted its product launch event online due to the pandemic. As a result of the pandemic, the company had to experience a lot of delays and cancellations, prompting it to take its product launch event online. It used the Facebook Live Streaming feature to launch a digital application and a new range of automobiles named Skooty. The live streaming of the product launch event continued for an hour and derived a lot of appreciation from people around the globe. They also conducted a Q&A session where they answered the queries of the attendees.
ASICS’ VR Shoe Launch
ASICS used Virtual Reality to launch its METARISE, METASPRINT, and METARACER shoes. It launched its products through a virtual innovation lab. The online product launch allowed people to get a close and personal view of the shoes. It provided the customers with a realistic experience. It also incorporated activities to boost engagement in its event. The company was able to highlight the safety features of the shoes.
Calvin Klein Virtual Fragrance Pop-Ups Launch
Calvin Klein developed a virtual pop-up store on Tmall for 5 days and a 3D exhibition that was interactive. It was a challenging task to induce customers to buy a scent without smelling it. Calvin Klein launched CK everyone an event to introduce its latest fragrance in the Asian market. It used this opportunity to send its message across and induce people to purchase the product out of curiosity.
Summing Up
These are just a few among the various examples of successful virtual product launch events hosted by the company. Don’t wait for the pandemic to get over. Take cues from the above companies and plan your virtual product launch event.
