On November 20, 2017, Unity Technologies partnered with Lion Studios, a renowned movie studio, to launch a groundbreaking VR ad for the film *Saw of the Chainsaw*. Recent research highlights how immersive VR experiences can deeply affect users' emotions, making them more engaging than traditional media.
Lionsgate developed a unique VR experience for the movie using the Unity game engine, which debuted at the end of October. The experience places users in a dark and eerie room where they are "tied up," forced to face a terrifying clown who gives them a chilling choice: pull a lever to save themselves but sacrifice a friend, or push it and risk being killed by a spinning saw blade. This intense scenario is designed to evoke real fear and decision-making under pressure.
The VR ad is compatible with Samsung Internet for VR and the Nanite Fulcrum VR app on Oculus Rift. By utilizing Isobar’s Mindsight technology, Lionsgate and Unity were able to track users’ physical and emotional responses during the ad, providing valuable insights into the effectiveness of VR-based marketing.
One of the most impressive outcomes was the high completion rate of the VR ad. Approximately 70% of users finished the 30-second trailer after experiencing the VR content, compared to just 12% for skippable video ads. This indicates that VR ads are six times more engaging than conventional online ads.
The campaign ran from October 23 to November 6, covering a total of 14 days. It reached 175,000 unique users, with 13.5% choosing to engage with the VR experience. On average, users experienced the ad 1.6 times. In contrast, banner ads had a much lower click-through rate (CTR) of 3.7%.
The primary goal of the ad was to generate fear and excitement. According to Isobar’s research, users who completed the full VR experience showed stronger emotional reactions. This included a 24% increase in heart rate, a 44% rise in skin conductance (indicating sweating), and more than three times the muscle activity associated with smiling. These results reflect the deep emotional engagement achieved through the VR format, not just passive viewing of the trailer.
Overall, this innovative approach demonstrates how VR can transform advertising into a powerful, emotionally charged experience, setting a new standard for immersive storytelling in the entertainment industry.
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