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Partnerships and promotions
In November 2014, Volvo released Volvo-branded Cardboard goggles and an Android app, Volvo Reality, to let the user explore the XC90. In February 2015, toy manufacturer Mattel, in cooperation with Google, announced a VR version of the stereoscopic viewer View-Master. Android support was available at the viewer's release in fall 2015, with support for iOS and Windows smartphones available later.Google also collaborated with LG Electronics to release a Cardboard-based headset for the LG G3 known as VR for G3. Released in February 2015, it was distributed as a free accessory with new G3 models sold in certain countries, and was perceived to be a competitor to the Samsung Gear VR accessory.On November 8, 2015, The New York Times included a Google Cardboard viewer manufactured by Knoxlabs with all home newspaper deliveries. Readers can download the NYT VR app on their smartphone, which  displays journalism-focused immersive VR environments. Another newspaper, The Guardian, offered a similar promotion, giving away 97,000 Cardboard headsets to readers on October 7, 2017, while releasing a Guardian VR app for iOS and Android.In December 2015, Google offered free Star Wars-themed Cardboard viewers through the Google Store and Verizon as a part of promotional tie-in for the film Star Wars: The Force Awakens.Ticket holders for the 2016 Coachella Valley Music and Arts Festival received a Google Cardboard–inspired cardboard VR viewer in their welcome package that can be used with the Coachella VR mobile app. The festival's organizers partnered with Vantage.tv to offer VR content for the festival, such as 360° panoramic photos of previous events, virtual tours of the 2016 festival site, interviews, and performances.
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