BuzzFeed and NowThis to begin delivering VR content as part of Samsung partnership

BuzzFeed and NowThis have partnered with Samsung as part of a joint effort to deliver more interactive storytelling and snackable content for audiences using virtual reality (VR).

Using Samsung's Gear 360, both BuzzFeed and NowThis will create an array of VR content, spanning everything from how-to videos to breaking news around the world.

Matthew Henick, head of development at BuzzFeed, said Samsung’s 360-degree technology would enable it to “use our ‘test and learn’ strategy to unlock new kinds of shareable content, while learning more about how audiences are consuming and using it”.

NowThis has promised to immerse viewers in 360-degree cityscapes and “provide exclusive access to new places and ancient traditions”.

Christian Tom, vice president of sales at NowThis, said it would leverage the tech to “take our storytelling capabilities a step further and give our audience a deeper look into places and experiences they might not otherwise see, through the NowThis lens”.

Younghee Lee, chief marketing officer and executive vice president at Samsung, added: “Our 360-degree and virtual reality technologies enable more interactive storytelling to help consumers gain a deeper understanding of the world.

“These partnerships are a testament to our dedication to reimagining the way moments are captured and shared, and making these immersive experiences accessible to more consumers.”

The partnership with BuzzFeed and NowThis is the latest in a string of deals Samsung has made around its VR technology. Last month the electronics giant struck a deal with UFC, X Games and Live Nation to offer Gear VR owners the chance to watch live events from the organisations for free.

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