Wow that actually sounds like a really cool event, definitely one of the best business uses of VR I've seen yet. I haven't read much on social VR but this sounds like a pretty slick application of it. I can only really see VR becoming a bigger and bigger thing in the experiential marketing field.
The venue 8 Northumberland Avenue have been using VR to sell their event spaces - idea being that a client can come and see the event spaced transformed into how it will look for their event. I'd be interested to know if this has seen a good ROI for them. Perhaps it's still early days, but in the future when they can build the apps quicker and cheaper this could be really effective?