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Toms drives home the impact of its donations through VR

Footwear manufacturer Toms is driving home the impact of its donation policy in which the brand gives away a pair of shoes for every pair purchased through a virtual reality push in partnership with AT&T that follows the effect of the charitable project. 

A 360-degree video on YouTube and a mobile application shows the impact of purchases made from Toms, taking viewers to Colombia and featuring some of the children receiving the shoes. The video, in partnership with AT&T, helps put a more real perspective on the program and hopefully will drive home the positive sentiment of the Toms brand. 

"Mobility and VR are connected at the hip," said Sarah Groves, senior brand marketing manager at AT&T.  "VR is an immersive technology, and with the powerful AT&T network, it is something you can experience from virtually anywhere.

"A Walk in Their Shoes is available in the Oculus Video app on Samsung Gear VR, powered by Oculus, the App Store, at TOMS Community Outposts, and in 360° on AT&T?s YouTube Channel," she said. "This month, we are distributing VR viewers with select purchases of 100,000 pairs of TOMS shoes at TOMS.com and TOMS Community Outposts while supplies last."

360-degree brand views

The content transports them directly into the setting where less fortune children are ecstatic to receive the free pair of shoes from Toms. The footage follows a skateboarder who recently learned about the Toms project and then travels to Colombia to give out the footwear donations.

While witnessing the children?s joy, the narration describes the feeling of what it was like to observe what a difference the free pair of shoes made for these kids. Paired with such an immersive video viewing experience, the content really drove of home the impact of the Toms brand. 

The footage also benefits AT&T, which has been a part of the program since its inception, and helps solidify a positive brand image for it as well, with many consumers unaware of its position with Toms. Customers who purchase Toms footwear on Toms.com will receive cardboard viewers to see the campaign, and the impact of their purchases. 
A social media campaign, promoting the hashtag #CelebrateGood, will be providing a dialogue surrounding the film, hoping consumers will get in on the discussion. 

Virtual reality 
Similarly, Nathan?s Famous tapped into the popular trend of mobile gamification with an optimized microsite that takes users to a virtual Coney Island, enabling them to earn tickets toward prizes by answering trivia, taking amusement park rides and playing boardwalk games (see more).

Hilton Hotels & Resorts was also one of the first hospitality marketers to leverage 360-degree video in an ad unit that enables consumers to tilt or rotate their smartphones as they are immersed in a virtual visit to the chain's Barbados resort (see more).

"We are celebrating TOMS 10-year anniversary by inviting fans to take a look at our collaborative giving history through a special VR experience, A Walk In Their Shoes," Ms. Groves said. "AT&T is always looking for new ways to tell our story.  

"With innovative technology available at everyone?s fingertips on our mobile devices, there are some really cool ways to engage and share like never before," she said. "And with AT&T?s fast network, viewing VR content right from your mobile device is super easy.

"VR is an immersive storytelling device that allows us to connect you with the amazing work that TOMS is doing around the world with the help of AT&T?s network. Our relationship with TOMS allows us to collaborate to make the world a better, more connected place."