We believe live entertainment and television are important business technology markets for the virtual reality industry, and expect production companies and networks to find novel uses of virtual reality to drive engagement for TV audiences. Why? Based on our research, we understand that young consumers with a strong affinity for technology are acutely aware and excited for the impending arrival of virtual reality headsets. (All of our consumer research is detailed in the upcoming Consumer Report.)

As we help companies make sense of industry trends, we’re delighted to see that some are ahead of the curve. One such company is NBCUniversal, who owns Syfy, a cable and satellite television channel. NBCUniversal is handing out Cardboards at NY Comic Con this weekend to promote its new show, The Expanse, by offering VR ships and space stations for people to view in full 360-degree VR.

Courtesy of Syfy

“This is something that’s sometimes lost in conversations about VR”, says Matthew Chiavelli, Senior Vice President of Digital at Syfy. “At its core, all VR is truly interactive since multiple people can choose to experience the same piece of content in their own unique way.”

Clifton Dawson, CEO of research firm Greenlight VR, believes these types of VR marketing campaigns are extremely important for introducing mainstream consumers to virtual reality.

“We know these types of marketing tactics can also be very effective with consumers,” Dawson says, referencing a recent U.S. consumer survey that was done in conjunction with Touchstone Research. “The overwhelming majority of the 2,300 consumers demonstrated enthusiasm when we asked them how they’d feel if they were given a Google Cardboard headset to for viewing a VR brand experience.”

Continue reading the full analysis in Fortune. (Article written by John Gaudiosi.)