Virtual Platforms, Real Challenges: A Study on Vodafone VR Social Responsibility Campaign

Abstract

Developments in production, transportation and communication technologies have created an intense competitive environment for brands. In this process, the strategic use of traditional and digital platforms has gained importance. In recent years, especially reality technologies and digital games have been effectively integrated into brand strategies. this study examines virtual and gaming platforms through an example of a campaign that combines both applications. Within the scope of the analysis, Vodafone Turkey's social responsibility project is discussed. Vodafone, the main sponsor of the Turkish Women's Volleyball National Team, brought together the players of the Malatya 44 Volleyball Academy with the National Team athletes in a virtual environment with 5.5G technology. Young athletes in Malatya, which was affected by the earthquake, had the opportunity to play on the same court with their idols with VR technology. The campaign is a remarkable example in terms of providing social interaction, offering different experiences and creating opportunities for groups with limited access. © 2026 by IGI Global Scientific Publishing. All rights reserved.