The execution represented a series of serious firsts -- most notably the first truly immersive VR experience to be delivered at scale through a smartphone and a $12 piece of cardboard.

Available on both Android and iOS, Volvo Reality was the one of the first Google Cardboard enabled project released cross-platform. The experience combined photoreal CGI and a proprietary 360-degree VR camera technique which allowed users to get a truly panoramic 360 view inside and outside the car, including through the car’s stunning sunroof, and at any and every point of the drive. It also took full advantage of the powers of Google Cardboard and the stereoscopic display built into most smartphones. While other automakers have readily-adopted virtual reality experiences with Oculus Rift installations, Volvo Reality was unique in that it was available to anyone with a smartphone.

The app itself is comprised of two 1080p HD videos running simultaneously, compressed and optimized for mobile. It also features a custom VR plug in for Unity -- an innovation we created for this project. In fact, Unity 3D was used to build the experience once, then deploy to both Android and iOS. This is the first time Unity has been used that way. Finally, the experience works both with and without a Google Cardboard headset. The app is currently available in the United States with plans to roll out to international markets through 2015.

The impact of Volvo Reality exceeded all expectations. It garnered over 238 million PR impressions, 159 million paid media impressions, 19 million social media impressions, nearly 4 million video views, earned 24 news stories, a half-million web page views and over 40,000 app downloads. Most importantly, the entire run of first edition XC90s sold out in less than two days and over 34,000 customers raised their hands to be the first to know when an XC90s would be available for them to purchase. Most importantly, all first-edition XC90s sold out in less than two days.

For Volvo, Volvo Reality is starting to shape a new reality and while the app is currently available in the United States there are plans to roll out to international markets through 2015.