quite well. By putting their viewers in the drivers seat, or across the globe in an exotic vacation destination, they have already created an emotional connection with their clients for future sales.
In order to create successful 360 content, a new language must be developed. Slapping a logo on a piece of content will simply not work on this canvas. This new language has not been fully explored. But there are some thoughts to keep in mind.
In traditional 2d video production, only the seen part of the world need be created for the viewer to see. In virtual reality, the filmmaker must create an entire world for the viewer to be immersed in. This means populating the entire environment with interesting and entertaining content.
While the environment is populated with cool stuff, the viewers attention needs to be guided to what we want them to look at. A great example of this work is this video, featuring First Lady Michelle Obama. The use of graphics to guide and inform the viewer is an effective technique to get viewers to see what you want them to see, and keep them interested.