In a continual technologically evolving world, how can we create a campaign that is one for the ages, while embracing the present and future?
One way in which companies and organisations are utilising technology to enrich their marketing and engagement campaigns is with virtual reality, commonly known as VR.
VR uses a computer-generated simulation to create immersive settings and scenarios, with auditory and visual stimulants, and most commonly come in headsets and controllers.
Off-the-shelf headsets can range from the £1.99 GOJI Cardboard VR headset, to Oculus Rift’s £399 offering.
The market is growing too. Within the next three years, the VR industry is set to see an increase of more than $10 billion in market size, from $4.5 billion in 2018 to $19 billion in 2021.
But when did VR become established as an industry and available to consumers?
The development of VR
• 1968: Sword of Damocles Although slow by modern standards, this system was reportedly close enough to real time to give a convincing impression of standing inside a virtual environment.
• 1980s: VPL EyePhone Wearing goggles and a “data glove”, users were able to see and manipulate objects in a virtual world.
• 1984: VPL Research was founded by Jaron Lanier.
• 1991: Sega VR prototype was announced and was presented at a trade show in early 1993, but remained a prototype.
• 1995: Forte VFX1 headgear launched, and included high-fidelity speakers, a handheld “Cyberpuck” controller and a graphics interface.
• 2013: A Kickstarter campaign raised an incredible $2.4 m for the for Oculus Rift Development Kit 1, which incorporated three pairs of lenses and an adjustable focal length.
• 2016: HTC Vive is released, a headset that includes tracking, 360° controllers and directional audio. A camera enables users to view the room around them and so avoid collisions.
How can VR be successfully used in a marketing campaign?
When utilised properly, VR can drive new campaigns, but also has the power to reinvent former campaigns with renewed vigour.
Brands such as Volvo, TOMS, Coca Cola, Nike and Hitachi have deployed the technology to engage with their audiences in a new way, from virtual trips across the globe to interacting with their favourite celebrities.
Coca Cola celebrated the 100th anniversary of its bottle with an engaging party through the ages, from flappers to funk, while following a crate of coke bottles – that you’re perched on top of.
To promote their new Hypervenom Phantom II football boot, Nike worked with Neymar to give you the experience of scoring a smashing top-corner shot as if you were the Brazilian superstar.
Hitachi created 360° VR videos, published across the Google Display Network, which showed air-conditioner superheros battling baddies to promote its Scene Camera AirSleep conditioning unit. Of course, you also become part of the action.
Whatever your focus, whether a non-profit event, a brand awareness campaign or an employee engagement programme, VR can enliven your marketing activity.
The excitement of VR can also be amplified through the use of record-breaking, creating cutting edge records for your business.
One example is Most people using virtual reality displays which advanced driver assistance system developer Mobileye secured at the 2017 YPO EDGE Event in Vancouver, Canada.
During the keynote presentation of Mr. Ziv Aviram, CEO of Mobileye, 1,867 audience members used headsets to take a virtual tour of a car that highlighted Mobileye’s collision avoidance systems.
Another record, Most visitors to a heritage virtual reality event in 8 hours, shows how not-for-profit organisations can also benefit from VR. Mexican communication company Telmex secured this record with 1,557 people in Mexico City at event Aldea Digital.
Participants wore virtual reality glasses in order to virtually visit the Museo Soumaya.
