Arctic Cat, among the most widely recognized and respected brands in the recreational vehicle industry, recently launched the new Arctic Cat 360 Wildcat VR experience. For off-road and snowmobiling enthusiasts, Artic Cat 360 is a fully immersive, virtual ride via the Arctic Cat 360 experience featuring Samsung Gear VR headsets powered by Oculus.
Drivers are the co-pilots in their own Wildcat side-by-side as they buckle in for some of the world’s best rock climbing and red sand riding that Utah has to offer. Taking in the views around them, riders will traverse a variety of terrain obstacles including rocks and sand while ascending to the top of a Grand Canyon-esque overlook.
Samsung Gear VR headsets allow consumers visiting Arctic Cat event displays and dealerships to feel the heart-pumping adrenaline of steep drops, hill climbs, and off-camber riding via an Arctic Cat snowmobile or Wildcat™ UTV in an incredibly realistic, 360-degree virtual reality world.
Loyalty360 caught up with Artic Cat CMO Greg Williamson to find more about this unique and exciting virtual ride.
What factors prompted Arctic Cat to create this virtual ride?
Williamson: We know the ultimate way to get a consumer to become brand loyal to Arctic Cat® and our products is to experience the performance and excitement that a ride on an Arctic Cat machine can provide. We endeavor every day to provide unique riding experiences for potential consumers. The virtual reality initiative is just another way to deliver a great experience with Arctic Cat products.
What are your goals for it from a customer experience/customer engagement perspective?
Williamson: The goals are simple. The 360 experience is meant to deliver the thrill, fun, and excitement of an actual ride no matter what the environment. The headsets are also proving to be an extremely effective piece of merchandising that we are able to use at our dealerships to allow customers to experience our products in a unique way while they are making their purchase decision.
Experiential marketing is such a huge thing today for brands that can do it effectively. What is Arctic Cat’s
take on experiential marketing and how does this virtual ride complement that view?
Williamson: We have the benefit of being in a very experiential category. Our products are naturally engaging and exciting so our goal is to get as many consumers, current and potential, on to our machines so they experience the unique features, performance, and durability that they provide.
Technology changes so rapidly and it seems like a company such as Arctic Cat can take advantage of some of these amazing advances?
Williamson: This is true. Being aligned with highly innovative products like the VR 360 experience is in perfect alignment with our product and business strategies. We know in order to create value over the long term with our products and with our marketing efforts, we need to be on the cutting edge of technologies. Being the first to market in our segment with this type of experiential marketing is evidence of this.