The event, which took place last Friday (8 July) at the Century Club in London, saw GPJ partner with VR developers Opposable VR to bring together a panel that talked about the use of virtual reality to create emotive brand experiences.
Jason Lovell, head of VR at Samsung focused on the market now and in the future and said VR will be always be led by consumers but the potential for brands to build consumer engagement is huge.
He said: "Over the next three to five years, as more and more people get on board and it becomes more popular, it becomes more ubiquitous and it will naturally be a platform for all sorts of advertising and marketing."
HTC EMEA's Graham Breen, meanwhile, said people need to be thinking about VR way beyond just gaming and there is an ability to use VR to solve business problems and help businesses to be stronger and better.
The event attracted around 40 event professionals, who also viewed a presentation from GPJ and Opposable VR on their work for AT&T at the Mobile World Congress.
Nick Riggall, head of digital strategy at George P Johnson, said: "Virtual and augmented reality are no longer fads - they are robust, innovative technologies that are enriching the art of the possible for brand engagement. We continue in our commitment to crafting the right experience in collaboration with our clients, so embracing interactive and immersive platforms like VR to help land brand stories means GPJ can lead the integration of new mediums into the experience marketing mix".
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