Fol­low­ing cam­paigns like Nissan’s Detour and Lincoln’s Dream Ride, which sought to cre­ate more immer­sive dig­i­tal expe­ri­ences for con­sumers, addi­tion­al auto brands are branch­ing out to new plat­forms to try to go beyond just anoth­er vir­tu­al test dri­ve. That includes Jaguar, which is also look­ing to expand its foot­print in the U.S. in part by appeal­ing to younger con­sumers with a mod­el at a low­er price point and with con­tent fea­tur­ing a pop­u­lar young actor in con­tent acces­si­ble with Google Glass. It also includes Vol­vo, which is instead using Google Card­board to bring a vir­tu­al episod­ic test dri­ve to the mass­es for a mod­el that won’t be avail­able in the U.S. for quite some time.

Two auto man­u­fac­tur­ers are uti­liz­ing two dis­tinct Google prod­ucts to achieve some­what sim­i­lar goals.

That includes British car brand Jaguar, which recent­ly debuted its British Intel­li­gence cam­paign. British Intel­li­gence includes a “cin­e­mat­ic” 30-sec­ond TV spot, as well as a “Why Jaguar” land­ing page on JaguarUSA.com with own­er tes­ti­mo­ni­als, as well as exe­cu­tions on plat­forms like Google Glass and Sound­Cloud.

Accord­ing to Jaguar, British Intel­li­gence is “an evo­lu­tion” of its pre­vi­ous British Vil­lains cam­paign for the F‑Type Coupe mod­el, which debuted dur­ing the 2014 Super Bowl.

Joe Tor­pey, com­mu­ni­ca­tions man­ag­er of Jaguar North Amer­i­ca, said the aim of the brand’s Super Bowl spot was to rein­tro­duce Jaguar to a U.S. audi­ence – and grow its pres­ence there – while “[try­ing] to align the Jaguar brand with things that peo­ple encounter in their every­day lives. Peo­ple are real­ly pas­sion­ate about films and a com­mon obser­va­tion is that a lot of vil­lains tend to be played by Brits.”

The brand then drew par­al­lels between the vil­lains’ char­ac­ter­is­tics, like styl­ish design and effort­less cool, and its F‑Type coupe. The lat­est cam­paign expands to the com­plete Jaguar line­up of sedans, includ­ing its XJ, XF and XE mod­els. The lat­ter will be avail­able in the U.S. in 2016.

“Some of the invest­ment we have to do is to help put [these vehi­cles] on the screens of Amer­i­cans because [recog­ni­tion] is not as high as we would like it to be,” Tor­pey said.

In addi­tion, Tor­pey notes the brand’s sports sedan has a more acces­si­ble price point which “allows us to expand to a seg­ment that is a bit more youtht­ful,” or ages 25 to 54 with house­hold incomes of over $150,000.

“We have to rein­tro­duce our­selves to that gen­er­a­tion and one of the con­scious things we did was cast Hoult to tell that sto­ry,” Tor­pey adds.

Hoult is Nicholas Hoult, a young British actor known for his roles in movies like “Warm Bod­ies” and “X‑Men”, who appears in the TV spots, as well as three web films that “illus­trate the rig­or­ous qual­i­ty test­ing that Jaguar mod­els under­go before arriv­ing in show­rooms or hit­ting the road, includ­ing cli­mate and crash test­ing,” the brand says.

In addi­tion, Tor­pey adds, “One of the com­ments we heard quite a bit [about British Vil­lains] was that it was ‘like a chap­ter in a film, so what’s next?’”

Tor­pey said that gave the brand “the cre­ative ter­ri­to­ry to explore fur­ther, which is how we’ve arrived to cast Hoult as a tech guru, which allows us to tell a sto­ry and intrigue U.S. con­sumers in the mar­ket of the pre­mi­um lux­u­ry seg­ment to learn more about the brand.”

In addi­tion, Jaguar says it will be the first auto brand to cre­ate an aug­ment­ed real­i­ty expe­ri­ence using the Blip­par app on Google Glass. Users will be able to “blip” print adver­tise­ments in Condé Nast pub­li­ca­tions to acti­vate addi­tion­al con­tent.

Tor­pey said Google Glass pro­vides a more immer­sive expe­ri­ence in which users can descend into the vil­lains’ lair with Hoult and look around his lab, includ­ing view­ing cars in more detail.

Jaguar is also the “auto-exclu­sive” launch part­ner for online audio dis­tri­b­u­tion plat­form Sound­Cloud.

Accord­ing to Ray War­ren, dig­i­tal mar­ket­ing man­ag­er at Jaguar, Jaguar pre­vi­ous­ly worked with Sound­cloud to “pro­mote the sounds of our cars with dif­fer­ent sound engines” and has since part­nered with audio com­pa­nies and musi­cians to “put their sounds on our Sound­Cloud,” like Emeli Sande.

“We’re the only place you can actu­al­ly hear that song online,” War­ren said, which is anoth­er sign the brand is “embrac­ing a younger audi­ence.”

Tor­pey said an addi­tion­al chal­lenge for the brand “has been deal­ing with a lin­ger­ing his­to­ry of reli­a­bil­i­ty.” How­ev­er, he quick­ly adds, “the prod­ucts today are excel­lent,” cit­ing recent J.D. Pow­er rank­ings.

And, he said, Jaguar’s efforts on Google Glass and Sound­cloud reflect “some of the ways we come across to con­sumers” and “allows us to exper­i­ment as we learn how to engage with tech­nol­o­gy so we can get an expe­ri­ence and reach out to a more youth­ful [audi­ence].”

For his part, Joe Las­z­lo, senior direc­tor of the Mobile Mar­ket­ing Cen­ter of Excel­lence at the IAB, points out that Jaguar’s Google Glass appli­ca­tion also has a more con­ven­tion­al smart­phone com­po­nent, which is prob­a­bly good because, he said, “I’m not sure I would say Google Glass is a great way to con­nect with a youth­ful audi­ence. It’s expen­sive, first of all, and while most mil­len­ni­als have a smart­phone, most don’t have the bud­get.”

The oth­er auto man­u­fac­tur­er at play is Swedish man­u­fac­tur­er Vol­vo Cars, which says it is the first auto­mo­tive brand to use Google Card­board to “trans­form the way busi­ness­es enable audi­ences to expe­ri­ence a prod­uct: through the lens of vir­tu­al real­i­ty via Google Card­board.”

Google Card­board is the self-described “no-frills enclo­sure that trans­forms a phone into a basic VR head­set” and says its goal is to allow “every­one to expe­ri­ence vir­tu­al real­i­ty in a sim­ple, fun, and inex­pen­sive way.”

In fact, Las­z­lo calls it “kind of adorable” and says it “turns your smart­phone into view­mas­ter view­er with stereo­scop­ic views.”

To uti­lize Google Card­board, Vol­vo launched its Vol­vo Real­i­ty app, which Lin­da Gan­geri, man­ag­er of mar­ket­ing plat­forms and tech­nolo­gies at Vol­vo Cars of North Amer­i­ca, says will allow con­sumers to “engage in a vir­tu­al test dri­ve long before a phys­i­cal test dri­ve” of its new XC90 mod­el.

“After down­load­ing the Vol­vo Real­i­ty app and insert­ing their phone in the Google Card­board, view­ers will be trans­port­ed into an XC90 where they can explore and immerse them­selves in the sights and sounds of the car on the open road,” Vol­vo says in a release.

That includes a “week­end escape” in which users are immersed “in a stun­ning nat­ur­al land­scape, the inte­ri­or of the car, and the road itself.”

This escape, “Fri­day Get­away,” is the first in a tril­o­gy. Future episodes will con­tin­ue the jour­ney, Vol­vo says.

The expe­ri­ence is ini­tial­ly avail­able for Android “with iOS fol­low­ing short­ly after.” “Using the app on Android and soon iOS, the con­sumer using the Card­board is immersed in this incred­i­ble immer­sive test dri­ve of the vehi­cle from the point of view of the dri­ver,” Gan­geri says. “They have the abil­i­ty to expe­ri­ence an amaz­ing test dri­ve and look com­plete­ly around the car, they can look out­side the car and see the exte­ri­or and basi­cal­ly get com­plete­ly immersed in every­thing.”

Gan­geri says the brand opt­ed to incor­po­rate Google Card­board because “we want to pro­vide some type of expe­ri­ence that keeps [con­sumers] engaged over a long peri­od of time.”

In addi­tion, she says Google Card­board “is so portable. Unlike Ocu­lus Rift, we have the abil­i­ty to bring it to the mass­es.”

“What we love about the vir­tu­al test dri­ve is the abil­i­ty to reach a younger, more tech-savvy audi­ence,” Gan­geri says.

But, whether incor­po­rat­ing inclu­sive or exclu­sive tech­nol­o­gy, Las­z­lo says exper­i­men­ta­tion is key.

“I think that there’s so much going on, it’s a very excit­ing time if you’re a mar­keter,” Las­z­lo says. “Espe­cial­ly if you’re will­ing to exper­i­ment a bit as well as to reach your tar­get audi­ence. Who’s to say what will res­onate and what will not, but I def­i­nite­ly give cred­it to mar­keters will­ing to try new things and learn from them, so it’s very inter­est­ing stuff.”