Who, where, why are Brands using Virtual Reality for Advertising as of Q2 2016.

1. Skyfollow Consulting Group
Chris Rigatuso
cr@skyfollow.com
@crigatuso
@skyfollow
April 10, 2016

2. Topics
 Definitions and Why Now?
 Market Stats and Growth Rates
 Reasons Brands consider VR campaigns now
 Example Campaigns from Brands
 Media content combinations for VR
 The decision to produce VR related campaign
 Valuation of the campaign in the Ad spend context
 Go / No-go Decision framework

3. vir·tu·al re·al·i·ty
Noun COMPUTING
the computer-generated simulation of a three-
dimensional image or environment that can be interacted
with in a seemingly real or physical way by a person using
special electronic equipment, such as a helmet with a
screen inside or gloves fitted with sensors.

4. Handsets are dominate technology market with global penetration.
Firms who are leaders and non-leaders are incentivized to make new
markets and uses for high end mobile devices. Those firms and other
smaller upstarts design new computing devices that leverage growth
in network bandwidth, new processing and visualization experiences,
which here-to-fore were unwieldy or not possible. VR has been
around conceptually for a long while, but with the current
technology trends, in Cloud, mobile, device, and network bandwidth,
the potential for deep experience with under $500 price tag is here;
signaling the dawn of a new age and mass adoption.
VR paves the way for new entertainment channels, device markets,
consumer experience metaphors, and marketing / advertising
engagement that leverage it’s unique properties of immersion, depth
and intrigue.

5. 2016 will be virtual reality’s breakthrough year
 $1bn industry in 2016 marketers are switching on to the
technology as the next big content marketing
medium.
 Deloitte:$1bn (£710m) barrier for the first time this
year
 Goldman Sachs : market could be $80bn (£56.8bn) by
2025 the opportunities are only going to get bigger
 Goldman Sachs: AR and VR would together be worth
$185bn (£131bn) by 2025
 Digi-Capital Report: AR market is generate $120bn
(£85bn) in revenue by 2020, compared to $30bn
(£21bn) for the VR market

6. Juniper Research Estimates : there will be more
than 12m VR headset sales by the end of 2016. By
2020, the VR industry will have shipped 30m
headsets globally
Ford is using VR to aid product development via
its Immersion Lab
Toyota incorporated VR into itsTeenDrive365
campaign to educate teenagers about the dangers of
distracted driving; and
Samsung plans to help people conquer phobias,
such as public speaking or heights, with its upcoming
technology.

7. Why use VR in Brand Campaigns?
 Because it’s newsworthy now: could
generate “free” press coverage
 Because it attracts desirable demographic
 Because it’s very engaging and demands
feedback
 Because it’s new, and shiny and attracts
people for that reason!

8. The 5 Top Brands Using Virtual Reality Marketing
1. Volvo Reality: XC90 Virtual Reality test drive
 optimized for Google Cardboard, available broadly on
smartphones with a video-only experience so fans can view
with the hardware they have available.
 Volvo reports reaching 238 million media impressions,
including being featured in PCMag and FastCoCreate.

9. 2. The North Face VR experience:
• The North Face VR experience generated a lot
of attention with its SXSW debut
• Coverage in Washington Post, Chain Store
Age, Digiday, and Chicago Tribune established
The North Face as a brand that is pushing the
envelope in retail Virtual Reality experiences.
• The experience quality is limited by the current
capabilities of users’ devices, but for a limited-
time campaign, The North Face successfully
grabbed the attention they wanted.

10. 3. Lowe’s Holoroom :
• 3D showroom to re-imagine the way shoppers select
products, transforming the browsing process into an
engaging design experience.
• Built with VisualCommerce™ 3D Virtual Reality Design
Studio and Showroom, the Holoroom experience serves
up thousands of different models that shoppers can use
to design their perfect space.
• Using Virtual Reality compose tools on iPad and a
Holoroom installation for full-scale and up-close
viewing in Augmented Reality, the Holoroom was
included in the CES 2015 Best of Tech by Digital
Trends and won the Best Enterprise Solution award at
Augmented World Expo.

11. 4. Marriott Hotels Virtual Travel Teleporter :
The Virtual Reality Teleporter campaign encouraged
participants to share their experiences with the tag
#GetTeleported
• Using the Oculus Rift VR headset inside a specially-
made booth, Marriott goes a step further to being fully
immersive with a 4D “sensory experience” that includes
mist and warm air for exotic destinations
• Marriott caught the attention of both tech (Wired) and
travel press (Travel and Leisure), effectively building
their brand and enticing viewers to book their next
vacation
5. Art of Patrón Virtual Reality experience:
• Patron used 3D video captured with a drone camera to
tell the rich story behind the way their tequila is made

12. Google Cardboard : develop the entry-level
cardboard viewer that enables VR experiences using
a smartphone. To increase the immersive nature of
the technology within apps, the tech giant recently
added ‘spacial audio’ to Cardboard, which allows
users to experience sounds in a more natural way.
Samsung :launched its Gear VR headset at the end
of last year, which sold out on the day of release
Facebook :started taking pre-orders for Oculus Rift
HTC’s Vive : “We expect 2016 to be a breakthrough
year for VR and this was highlighted by the number
of companies using Vive across the Consumer
Electronics Show in Las Vegas.
Sony’s PlayStation VR: is rumored to be out this
autumn

13. Use Smartphone’s: Samsung Gear VR and Google
Cardboard
Use full headset : Oculus Rift and HTC Vive
 Unicef : created an eight-minute 360-degree
film called ‘Clouds over Sidra’ to draw attention
to the Syrian refugee crisis.
• The film focuses on the life of a 12-year-old girl
living in a refugee camp in the Jordanian
desert. When it was shown to people on the
streets of Auckland, New Zealand the
organization doubled donations
• Unicef sees VR as a tool for raising awareness,
encouraging people to donate and increasing
advocacy

14. Building a business case for VR
 Games developer Rebellion: created VR game
Battlezone for PlayStation VR. “Given that these
headsets transport users to strange new worlds, a
‘multi-touchpoint, 360-degree, UX-centric
customer journey’ isn’t what users are after.
 TGI Fridays: used VR for its ‘jingle effect’
campaign over Christmas, creating content based
on a survey the brand carried out, which showed
that dog sledding was the Christmas activity the
majority of respondents wanted to try.

15. Andrew Smith, vice-chair at EVCOM: creates VR
content, says that different screens have different
personalities.
Louis Jebb, founder and CEO at Immersivly :
advises brands to “think carefully” about how
people are going to consume content. Are you
going for something where you want to get a cheap
and cheerful message across or do you want it to
reflect the quality of the brand?
lippar’s focus is on AR not VR: worked with
sunglasses brand Ray-Ban to allow customers to
virtually see how a product looks on their face
before buying.

16. Steve Dann, CEO at digital development studio
Amplified Robot, says: “Without a well shot or
designed VR experience, the user can have trouble
with their sense of balance or inertia with a
decrease in the sense of telepresence [the sensation
of being elsewhere created by VR], or they could
experience ‘cyber sickness’, with symptoms of
disorientation and nausea.”
Dann also believes that as the technology is new,
the “chances are the average consumer won’t be
rushing to buy their own device just yet”, which is
something else for brands to consider.

17. Jebb at Immersivly : “great deal that brands are
yet to do in this format”. Many have stuck to action
pieces, for example motor racing or experiencing a
hotel, but for Jebb it is a format that is increasingly
seen as an “intimate storytelling medium” and he
believes that this is where the value lies for brands.
Dann : believes brands can still “leverage the
technology in pop-up experiences, at events and
with smartphone apps to deliver content on a
whole new level”. Virtual reality has so much
potential that it’s impossible to know exactly
where it’s going to go. But it’s definitely going to be
big.”

18. • Facebook invested $2bn in buying Oculus
• Google, Sony, Samsung and Microsoft have made
multi-billion investments in this technology and there are
several high profile consumer launches expected in H1 2016
• Leading brands Nike, Ikea, Volvo, Redbull to create
impactful campaigns
1. It solves a number of problems that brands typically have
2. Outreach fails to engage with their customers
3. Customers cannot remember their marketing campaigns
4. Little or no competitive advantage over their competitors

19. PlayStation Move motion controllers, magic wands
made by Valve, or hand-enclosing controller-gloves that
let you reach for imaginary objects.
Microsoft's HoloLens developer-edition kit will arrive
early next year for $3,000 -- this is far from consumer
tech yet, and its limitations are greater than those of
VR.
Netflix worked with Oculus to develop a just-
announced app that allows wearers of the Samsung
Gear VR headset to step into the Netflix Living
Room and watch movies and tv shows in virtual reality

20. Fender could put the consumer against the stage watching
their favorite guitar player solo on their signature-brand
guitar in front of a festival crowd of a 100,000 people.
Virtual reality is an invaluable tool for creating a deeper
connection between consumers, influencers and brands
than ever thought possible

21. 1. BMW, Audi, Porsche, KIA, Volkswagen, Lexus,
Chevrolet, and Honda
2. All incorporated virtual reality and augmented
reality experiences into their marketing
strategy.
75% of top brands have VR projects
The financial
sector:
RBC, HSBC
and Wells
Fargo

22. Ocean Spray Turns to Oculus Rift to Promote Cranberry Harvest
•Oculus Rift campaign allows the brand to “share the beauty
of the harvest” to consumers
•Virtual reality experience to 250 influencers in 10 cities
around the world later this month, providing two to 15
Oculus Rift headsets to guests at each city’s event.
•The cooperative spent roughly $21 million on measured
media in 2014 in the U.S.
•Ocean Spray had gross sales of more than $2 billion for
fiscal 2014

23. Canada’s Destination British Columbia tourism agency
•Paid about $474,000 to create three-minute “choose-your-
own-adventure” virtual reality videos focusing on the region’s
north central coast.
•Plans to showcase the videos at up to 10 trade shows this year
•People in different markets who do group travel abroad, and
this makes these tour-travel operators from other countries
more likely to lead tours to British Columbia
•The cost is less than the cost to produce a 30-second TV slot
and they’re far more popular than traditional videos.
• Company found that customers who watch the videos are
more likely to upgrade their hotel or travel packages.

24. Merrell worked with virtual reality studio Framestore
•Provided some of the graphics from 2013’s “Gravity.”
•walking across a 10-foot space simulated the experience of
walking across a drawbridge in Italy’s Dolomite region.
•appeal to an influential
demographic: the young
and the hip.
•big shift from print,
things that activate the
brand in an emotional
way,

25. Hyundai’s virtual rally
•Innocean Worldwide Europe has
•launched a 4D Hyundai driving experience for
visitors based on Oculus Rift technology
•The experience was created by IWE and German
partner agency, Herren Der Schöpfung

26. Trial of VR by Marriott Hotels
• 4D sensory experience was created to ‘teleport’ guests to
different destinations including beaches in Hawaii and
downtown London
• The phone booth-shaped structure featured the Oculus
Rift DK2 virtual reality headset, wireless headphones and
a suite on 4D sensory elements
• 3D, 360-degree live-action video, mixed with photo real
computer-generated imagery and 4D elements such as
heat, wind and mist

27. MINI Goes Virtual Reality
• The two six-minute shorts “Real Memories” and
“Backwater” have been available on YouTube
• campaign website www.mini.com/360 in more than 20
countries worldwide since 8 September 2015
• promoted through YouTube pre-rolls and on various social-
media platforms, including Facebook, Twitter and
Instagram
• shot in Barcelona using a custom stereo rig with nine RED
Dragon cameras offering a combined resolution of 14k. A
custom 7 GoPro camera rig was developed specially for
scenes inside the car
• Plans to distribute free 140,000 MINI Virtual Reality
Cardboard Viewers worldwide
• viewed directly online
• available shortly for Samsung Gear VR and Oculus Rift
virtual-reality viewers.

28. WeMakeVR.com and Tommy Hilfiger launch VR
Runway Show Experience
• Customers of Tommy Hilfiger will be able to experience the
Fall 2015 Hilfiger Collection runway show in three-
dimensional, 360-degree virtual reality
• concept launch on October 19, 2015, at the Tommy
Hilfiger store on 5th Avenue in New York City, followed by
additional locations in London, Paris, Milan, Amsterdam,
Dusseldorf, Florence, Zurich and Moscow
• collaboration of Virtual Reality technology and production
for the retail market, Bringing the consumer and brand
closer together

29. Video vs CGI
There are two approaches to creating VR content

30. Evaluating New Marketing
Channels for Brand Advertising
 Is it a channel yet?
 Is it newsworthy?
 Who will pick up the story in mainstream media?
 Why will they like it?
 What new associations to our Brand are created?
 Does it look like a ploy or a creative Brand extension?
 Do we have competitors doing similar campaigns?
 Why are we different?
 How does that come through in the story? Imagery?
Use-case?

31. Valuation of the Campaign
 Can we ball park the cost properly?
 If its $200K, what can we remove from last year of that
same amount?
 What are the experimental ad budget criteria?
 Is it 5 to 10% of overall marketing budget?
 Can we use all Above The Line budget?
 If they channel is very new, there is no DR benefit?
 Yet because the channel is new, is it still newsworthy?
 What can we do with it, that has not yet been done?
 Why will our existing customers care?
 Which new segments can we now test for awareness?

32. Deciding Go / No Go
 Based on past PR and mainstream pickup, estimate the reach of
key placements on key websites with the PR target list R(i)
 Assign probability and reach for each, P(i) x R(i)
 Estimate follow-up pickup with backlinks for amplification, B(i)
“count of backlinks”
 Estimate the total cost of production of the campaign CP
 Estimate the total cost of PR review, submit and follow-up PR
 Estimate the Value of these impressions V(i) (maybe constant for
all such i)
 Compare Cost inputs <-> Value Potential Outputs:
 Costs[PR + CP] <-> [P(i)*(R(i)+B(i))*V(i)] for ROI estimate

33. Skyfollow Consulting Group
Chris Rigatuso
cr@skyfollow.com
@crigatuso
@skyfollow
March 18, 2016