What are the benefits of VR marketing? We asked some of our talented members to give us their best pitches for VR in marketing. We hope you enjoy!
VR marketing – why should I do it?
Stephanie Marlo – Artist Life Vision
– Generally speaking, as it is very dependent on the industry asking, VR is our next communication medium. From working with others around the globe to gaming, dating, education, the arts and beyond. VR is the next step in the technological incline. To not be a part of this movement from the beginning phases will be detrimental to many businesses running on soon to be outdated marketing strategies. Just as smartphone apps and the internet took humans to a higher level of communications so will VR over the coming years. One day, sooner than you may think, you will find yourself telling stories of how we used to use the internet to do X,Y,Z. We will all giggle knowing how archaic this way of interacting now seems.
Emil Charpentier – Charpstar
– Credit should be given where it is due, and if you are looking for great reach VR is obviously not the choice you should be going for. On the other hand VR is great tool if you want to plant an
emotionally attached seed which is synergizing well with your brand. There is no other media as strong as VR when it comes to experience, its not called “empathy machine” for nothing.
Sam Watts – Make Real
– VR is a whole new medium which has the capability to engage users in much more meaningful and memorable ways with brands and products. However, it has to be a considered, purposefully designed environment that makes sense to be in VR, not just for the sake of using the technology because it’s currently popular. A heavily story-driven narrative piece around a brand or product, especially a shared experience, will have much more impact than many of the existing attempts at marketing VR, that just leave users cold and that any previous convictions the technology is just a fad are validated. It sounds expensive as a campaign but a succinct experience can be much more impactful than a sprawling booth space.
Peter Maddalena – VRCraftworks
– Three years ago it would have been because of the PR, marketing and association with innovation that would have justified the expense of VRs return on investment. Now businesses rightly see VR alongside all other routes to market and VR projects have to be results driven against stiff established competition. However this is outweighed by the greater emotional engagement and time spent that VR offers. User/customer each is the key issue here as new customers represent the real return on investment. There are very few people with high end VR kit so the primary use case needs to be defined by audience share which has to be deployment to mobile devices. It really doesn’t matter if that expensive ground breaking Oculus app is award winning as few if any of a client’s customer base will actually experience it. Not only does is the largest target market people with mobile phones, those people know how to use them and how to share information with their friends. This makes mobile VR the place to be for any VR marketing campaign.
Philip Oloo – SPACIALISTS
– From a marketing perspective and to use marketing terminology, VR has huge activation potential. It can be used to engage and sell not just in-person, but also in online environments. We all know that video is the most compelling form of social marketing. With VR, we can deliver outputs that provide stills, videos, 360º panoramas, and of course in-headset experiences. These deliverables provide material to execute across the customer lifecycle, from discovering your brand or product, to consideration and purchase. Typically a marketing effort would require much more in the way of development to achieve the same assets. You might shoot a commercial, create a print ad, develop social media posts, create content… all from different initial efforts and sometimes even from different agencies. Virtual Reality development can provide all of this and more.
Annie Lukowski & BJ Schwartz – Vanishing Point VR
– VR is really an arresting medium. When you put on a headset you are not doing anything else. You can not cook dinner, answer email, pay your taxes. The viewer is 100% focused on the screen in front of him or her. As directors and producers that can be a dream come true. VR simply has the power to make and impression and create a memory in a way that traditional media cannot. If an experience is done right — it feels like just that: an experience. And that has a far bigger impact than just seeing another advertisement.
Josh Farkas – Cubicle Ninjas
– When was the last time you gave a customer a memory? VR allows you to place a customer in a world of your choosing. You can control time, size, space, and matter. The customer can visit the moon. They can pet a dinosaur. They can interact with your brand and products in impossible ways, turning a marketing channel into an unforgettable experience.
Alex Meader & Connor Hair – Perception Squared
– VR marketing offers an entirely new and innovative way to bring your products and your brand to customers. By creating immersive experiences that allow potential customers to explore and experience your brand you’ll be able to create a deep sense of connection that has a lasting impact, something very rare in today’s fast paced, sensory overload world. In addition, creating marketing content in VR shows the world that your brand is tech savvy and not afraid to innovate and lead the way into the future. This kind of statement is a very powerful one for almost any brand, and has the potential to have a huge impact on sales and public perception.
Emma Mankey Hidem – Sunnyside VR
– Practically everyone who experiences VR for the first time thinks it’s amazing. If your company creates a VR experience early, it will be a novel and memorable experience for people. Even later when VR has taken off more, you can create really cool experiences and they will be like commercials that no one wants to skip. Plus you can do things to make money off of it like sell branded Google Cardboard. Or give it away and then that is an extra promotional piece, because people will be excited to share VR with others and will be using your branded Google Cardboard to do so. It’s especially great if you’re the kind of company that does trade shows – everyone will want to come to your booth to try the VR.
Brandon D’Silva – Virtual Guest
– VR & 360° productions have a lot of benefits over standard videos and images. By positioning the user inside the content, you’re able to accurately simulate the size and location of an area relative to it’s environment from a first person perspective. People in videos are talking directly to the viewer placed within the video, so the dialogue is adjusted to reflect this. It allows for an intimate audio and visual experience that standard media on flat-screens can’t achieve.
Jayson Tang – 360 Profilms
-Most of all, customers are over-saturated with traditional marketing techniques and become immune to it all. You have an opportunity to stand out from your competitors and re-capture the attention of your audience by using this relatively new and innovative medium.
Sol Rogers – REWIND
– VR offers an amazing new marketing opportunity for brands – users aren’t just passively consuming a message, they’re participating in a brand experience. How a customer experiences a brand is becoming synonymous with how they perceive the brand, and perception is ultimately what drives today’s market. Brands are starting to realise this and they are thinking of VR as more than a gimmick, they are embracing the unique type of experience it offers and reaping the benefits of utilising this powerful media to tell their latest stories and launch their latest products.
The phrase “the medium is the message” has never been more relevant. In terms of an experience that can transport someone in a completely unique new way, there is nothing like this. It’s an opportunity to put consumers inside your brand. It’s the next generation of storytelling.
Plus there is an inherent power in putting users at the center of the action, letting them experience what’s happening on their own terms leads to more engagement, even empathy. Audiences are increasingly becoming more demanding, they want to be entertained and engaged in new and innovative ways. VR is the perfect tool to create impactful experiences that leave a lasting impression on the user.
Andrew Borodko – Softeq
– Big companies and major market players are betting big on virtual and augmented reality, definitely, it’s not a random turn of events. This tells us that it’s the future of tech. Apart from that, such experiences leave a more vivid emotional imprint, and brands are all about a strong emotional response. These days no other tools on the tech market can offer more opportunities to trigger life-like first-person experiences of a kind. Finally, despite all the buzz, so far not many companies have managed to leverage VR for their business. This means that in terms of competition the market is not that tough yet, but VR use for your marketing needs undeniably gives you a competitive edge and helps to stand out from the pack of your opponents.
Wanna see some cool examples of VR in marketing? Check out our case studies section here.