Tesla: Designing immersive campaigning: Combining VR technologies and social media strategies across the 5A journey

The case explores how brands can integrate virtual reality (VR) technologies into social media strategies to create immersive campaigns. Framed around Tesla's ambition to transport customers into their virtual world, the case challenges students to design an immersive campaign that connects physical customer touchpoints with digital extensions using VR. Students analyze how VR technologies can transform customer awareness into advocacy along the 5A journey when combined with social media while considering technological and adoption barriers. The case provides a framework that can be applied beyond Tesla to industries such as fashion, tourism, or sports, making it a resource for courses on digital marketing, innovation, or experiential branding.
This case is a fictional teaching case inspired by publicly available information about Tesla. It is not based on internal company data and has not been developed in collaboration with, or endorsed by, Tesla.

The objective of this case study is to equip students with the knowledge and skills to design immersive campaigns combining VR technologies with social media strategies. The case emphasizes both creative and analytical thinking to critically assess and implement immersive customer experiences. The final objective is for students to design a VR-enhanced social media campaign along the 5A customer journey.

VR, social media strategy, 5A customer journey, immersive campaigning

Graduate students with a background in marketing in general and digital marketing in particular.

Manufacture of motor vehicles

Duration : 3 hours.

Année de la problématique : 2025

Livraison : Livraison par lien de téléchargement

Nombre de pages : 13