In the words of Mugatu, Virtural Reality (VR) “is sooo hot right now!” The world’s biggest brands are all experimenting with how it can help them engage consumers and ultimately improve their bottom lines.
This is mostly because VR and AR offer a deeper level engagement that is more immersive than we’ve ever seen before.
Melanie Cook, Head of Strategy at SapientNitro Southeast Asia, hosted a breakfast at the Singapore office to share how brands can take advantage of VR experiences.
The talk, part of SapientNitro’s #whatsticks series, was broken down into the four steps that every brand or agency needs to take to make sure their VR experience is a hit;
1. Define a specific use
2. Create a tangible value exchange
3. Think like the cohort of 3d thinkers
4. Get your ducks in a row
(The user experience has to be outstanding, the commercials have to line up and the entire organisation needs to work together to make it happen.)
Melanie doesn’t advocate that the brands should only focus on VR, “Your brand story should continue to be experienced in mobile, print, digital, data visualisation, infographics, multimedia, video, gaming, podcasting, social etc.”.
Engagement cinderella
AI, VR, AR - connect, communicate and collaborate
Engagement important
Enthusiasm and wide smiles
platforms to engage
Google - $500M - Magic Leap
Facebook bought Oculus Rift.
Democratisation of new reality
Distribution platforms scaling
Wevr, the YouTube of VR content.
Publish directly
Free and paid content
Accessible by any headset, including Google Cardboard, Samsung Gear VR,
360 cameras
Drive cost down
NYT transported
VR circulated
Unguided tour
Eerie quiet
Bombed buildings
Swapped toys
Childhoods - misery
War in Syria and Sudan
Lighter but amazing note
NASA computer scientists,
Space Station, that orbits 400km above us.
Collapsed lung
Mars
Mini adventure
To Mini thriller
Inspiring as this is,
Why important
Content
Limitless budgets
R&D focus of higher education institutions.
Engage and remain relevant
Success not reach
Depth of data and insight
Barriers of entry are for your competitors.
Girls want boy
Practitioners
Dubravac compared VR to wearables.
Specific use.
NYT - information puzzles.
Anthony Batt, Co-Founder of Wevr,
New advertising models.
Interrupting
Create the experience a brand wants to own
Product placement
Links on end frames
Tangible value exchange
Entertaining, inspiring, informing or educating people
Nonny de la Pena, journalist and CEO of Emblematic Group,
One dimensional, linear storytelling.
Immersed in the experience,
Freedom
Storyteller
Context important as narrative
Cohort of 3D-natives
Not bound 2D,
3D-migrants need to create in the same way.
To get buy in
need examples in front of them
The user experience
Commercials
Entire organisation
Ducks in a row
Persuade a CEO
Not brand's entire story.
With these new technologies
Mobile, print, digital, data visualisation,
Infographics, multimedia, video, gaming,
Podcasting, social etc.
Own idea
Experience it.