In this episode of CMO Weekly, host Hayley Clover sits down with Matthew Kellie, Senior Vice President of Marketing at Sandbox VR, to explore the unique challenges and breakthrough strategies of marketing one of the premier location-based virtual reality entertainment platforms.
Matthew, a marketing veteran with a fascinating career history—from a French chef to roles at Supercell Games, Robinhood, and CMO at brilliant.org—shares why the opportunity to merge his love for physical hospitality with digital marketing drew him to Sandbox VR.
What is Sandbox VR? Matthew gives the elevator pitch for the truly immersive, social experience that goes far beyond at-home VR. He details how their proprietary technology, haptic feedback vests, motion trackers, and even in-room wind effects are used to make customers feel like they are completely in the game—whether they're fighting a zombie apocalypse or playing a real-life Squid Game.
Key Takeaways & Discussion Points:
The Marketing Challenge: Learn how Matthew's team tackles the complex challenge of merging two worlds: the digital cinematic fantasy of VR with the real-world social energy of an "epic night out" with friends.
Effective Strategies: Matthew reveals the primary advertising means for driving foot traffic and brand resonance, focusing heavily on influencer ads, social media content, and leveraging the cool, shareable videos customers receive after their experience.
Experiential Marketing: We dive into the difficulties of bringing the full, deeply integrated VR experience out of the physical stores for experiential marketing due to the tech stack's complex requirements.
BONUS: Don't miss the story behind Matthew's fortune cookie tattoo, a hilarious anecdote involving his grandfather and the Marines in World War II!
This episode is a masterclass in driving growth for a high-tech, high-touch consumer experience that thrives on social connection.