Pinterest has tested a new virtual test drive ad experience with Volkswagen, which could potentially unlock new interactive ad options for auto brands on the platform.

Volkswagen is running a new, interactive, in-car experience-as part of its campaign for its new electric SUV, ID.4 and can be activated via its promoted pin.
Tap on the 'See More' prompt at the bottom of the Pin, and you will be whisked away to a 360, interactive view. You can look around inside the car as it moves.
It's the first integration of its kind for Pinterest, which leans into immersive, AR-like experiences, which will eventually become common in all forms of eCommerce and online product discovery. The company will also further promote by teaming up with selected Pinterest Creators who will guide consumers through their personal favorite features of the car, amplifying exposure and connection in the app.
It is an interesting development for Pinterest on two fronts. First, and as seen, the promotion addresses better virtual experiences that will increasingly become a part of online buying since platforms will look to combine in-store with online purchases wherever possible. E-commerce is not the same as being able to touch and feel-or test drive-a product yourself, and it never will be, but new advances in AR and VR are getting us close, in many ways. And as these tools continue to evolve, that's where expectations will end up. Yet still, it is interesting that Pinterest is also attempting to make commercial deals with creators, to offer paid opportunities for platform influencers to pay for promotion. Every social app is looking for how to monetize their leading creators to keep them aligned with their platforms; this is perhaps another way that the Pinterest develops its own program to help generate additional revenue from presence for its superstars.

Yet again, this might seem a wee bit odd for auto makers to look to Pinterest as a platform for such deals - but the numbers show just how much Pinners go there to research cars.

In fact, 8 million Pinners are doing that every month, writes Pinterest, and 1 of 3 Pinterest users is inspired to shop for a car they weren't really looking for through Pins.

According to prior Pinterest research, Pinners are 28% more likely than the people who do not exist on the platform to purchase a new vehicle within the first 90 days of a release, while they are also 31% more likely to purchase a new SUV model after a new release. Besides that, the people on the platform are also 55% more likely to be concerned about their personal carbon footprint.

Numbers bring forward the broad use case of Pinterest toward reaching certain markets and audiences, even those you hadn't imagined. Maybe, you should give it another look for your campaigns also.