Volvo is using Google Cardboard to get people inside its new SUV

Google Cardboard, which was announced as a bit of a sideshow at this year’s Google I/O and quickly brushed off as a gimmick, turns out to be pretty cool: it converts many Android phones into fully functional VR headsets with basically a few dollars’ worth of materials. If you’re enterprising enough, you can even make the Cardboard kit yourself — Google offers instructions on how to do it. It’s no Oculus Rift, but it’s a heck of a lot cheaper and more accessible.

Now, Volvo might be the first company to turn Cardboard into a serious marketing tool: it’s sending out Volvo-branded Cardboards to drum up hype for the upcoming launch of its redesigned XC90 SUV. The paper goggles are paired with an Android app (there’s an iOS version coming…

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