In Digital Marketing Today, students explored the different ways videos have emerged with customer interaction: live streams, augmented reality, and virtual reality. In this lecture, we covered the way interactive media has made its mark into mainstream media and how to utilize it for the marketing of your product.

1. Interactive Video
Lecture #4: Live Streaming; Virtual & Augmented Reality, 360 Video
UGBA 198 - Fall 2016
Haas School of Business, Berkeley
Julian Gamboa-Ramos

2. ● Video creates the highest reach in Facebook algorithm.
○ Autoplay functions generate 3 sec views.
○ FB news feed reach: Video > Status > Link > Photo
● Video increases average app usage duration.
○ Different variations: Live, Augmented, Virtual.
Why Video?

3. Live Streams

4. A live transmission of an event via the internet.
● FB/TW/YT broadcast while audience comments.
● Interactivity made easy and direct with fan base.
● Behind-the-scenes action, audience rewards.
Live Streams

5. Buzzfeed: #Watermelon

6. ● Current view count is 10 million.
● Trended on Twitter for a short amount.
● “Breaking the internet”
Buzzfeed: 800k live views

7. “Chewbacca Mom” (2016)

8. ● Current view count: 161 million views
○ 2.9 million in Facebook Reactions
○ 3.351 million in shares
● Safe to say: it went viral.
○ Star Wars - Facebook - Kohl’s (sold out!)
“Chewbacca Mom” (2016)

9. ● All examples have in common:
○ There’s a focus in the video.
○ Chewbacca mom: laughter when trying mask
○ Buzzfeed: watermelon explosion
● Presentation: What is the goal of your video?
○ Short audience attention span.
○ Audience comment involvement
■ Build ups!
Success In Live Streaming

10. Augmented Reality

11. Steady 3D model (or image) with stay-in-depth on a
camera-dependant background.
● Heavily kicked off Summer 2016.
● AR cards (Nintendo, early 2011)
● Requires knowledge of coding.
● Everyday use, where?
Augmented Reality

12. Snapchat: AR Filters

13. IKEA 2016 Catalogue: AR

14. ● Notable franchise: “Nostalgia meets reality”
○ Users can be in “The World of Pokémon”
● Camera Feature: User-Generated-Content friendly
○ Beyond gaming, where else were the users?
Pokémon Go (2016)

15. Mashable's The 15 weirdest places people have caught'em all in 'Pokémon Go'.
Pokémon Go (2016)

16. Virtual Reality

17. Virtual Reality
Simulation of a 3D image/environment that can be interacted
with in a seemingly real/physical way by a user using
special electronic equipment
● September 2015: Facebook rolls out 360° video function.
● Video content is more immersive; storytelling ads.
360° takes it a step further.
● F100 companies (NBC and Disney) beta testing
capabilities.

18. Virtual Honeymoon, Powered by Oculus
Mariott Hotels (2014)

19. ● New ways of content production leads to new approaches:
Marriott Hotels shifted: functional experience to storytelling
● On-site activations incorporating more digital advertisement:
Samsung VR Gear with Jurassic World movie trailer release.
● Tech usage gap: First time VR users more likely to purchase?
Marriott Hotels volunteers first time with Virtual Reality gear.
On-site Activations

20. Six Flags Tatsu’s Samsung VR Demo
Six Flags’ Tatsu (2016)

21. Virtual Reality: Brainstorming
● What company or franchise do you think should be taking
advantage of platforms’ support of 360 videos?
○ What storytelling opportunities could be created?
○ Are you likely to follow a brand with VR videos?
● [Aside] Pro-Tip: Download the YouTube app for Virtual
Reality experience. Browsers do not fully support VR.

22. Facebook Brings 360-Degree Virtual Reality Videos to News Feeds
Adweek | Lauren Johnson | @LaurenJohnson
Virtual Reality Gets Real
Forbes | Patrick Hanlon | @hanlonpatrick
More on VR Readings