MONDAY JULY 17, 2017
VR based marketing has garnered far reaching impact for HBO, Tom’s, Mercedes, Etihad Airways, Coca Cola, Marriott, Oreos, Lipton and many more. While some brands chose to provide an on-ground VR experience, others went for broader experience at home, on computers and smartphones. This technology illustrates an array of ways for execution, which if used smartly, can help brands achieve different marketing objectives. What we see of VR today is just the tip of the iceberg, and we are on our way to witness the grandeur of VR in its full glory.
Let’s breakdown the reasons why brands should use VR–
1) It is immersive.
Immersion into virtual reality is a perception of being physically present in a non-physical world. It allows fewer distractions, which leads to more attention on the message.
Etihad, the hugely ambitious airline, endorsed flights on the world’s biggest passenger aircraft, the Airbus A380 featuring the Academy – award winner Nicole Kidman in an immersive VR film called Reimagine.
Image source – http://bit.ly/2tagBse
This VR execution takes the synergy to the next level. The stirs of sound, motion, light and the tumult of conversation are all exquisitely evoked, immersing the viewers in a setting, like never before. Watch it and you’ll know how it is almost impossible to shift your focus, even for a second.
2) It is impactful.
As we walk into the strongest era of VR, brands using it are seen as modern and visionary. New methods of delivering the experience with VR can have real impact, especially in education, health, empathy, storytelling and understanding.
Toms, the popular shoe company, took users to a remote village in Peru where they experienced a ‘Giving Trip’. The kids weren’t just happy, but also grateful that the volunteers interacted with them and got to know them. It successfully lands an emotional parachute on you.
Image source – http://bit.ly/2tacr3C
VR allows for incredible storytelling, with intensity greater than what traditional media could offer. The technological framework of VR enhances the inherent beauty and value of a story, generating stronger emotions, which can lead to real behavior change.
3) It is memorable
VR has a higher potential to give a great emotional resonance to topics through sensory impact of the entire experience. It offers multi – sensory learning in an easy to understand format, which makes people remember it for a longer time. Meanwhile, conventional media outlets typically capture people’s minds for a fleeting period because there is no attachment to a memory trigger.
Marriott created a unique teleportation experience for the newlyweds outside the City Hall in New York using VR; a revolutionary 4D tourism experience that teleportedthe audience to a beach in Hawaii or in London. To enhance the VR experience, they also set up heaters and wind jets in the telephone booth where people stood. This helped Marriott position themselves as a forward looking and relevant brand in the market. See for yourself, Hawaii or London? Where would you want to #GetTeleported ?
Image source – http://bit.ly/2tQ1ove
With these impeccable packaged experiences, Marriott etched a mark for itself, as the human brain is more likely to remember events and experiences linked to locations.
4) It is novel
With VR, users don’t just view. They are instead given the perception that they are actually there while blocking almost alldistractions. Everybody wants to try and be a part of ‘the next big thing’ which is now VR. This media outlet is innovative and early adopters will naturally benefit from taking advantage of this attraction.
For example, HBO has embraced VR in exciting ways to launch its new seasons of Game of Thrones. In 2014 they created a multi – sensory, traveling exhibition, which featured the VR experience – Ascend the wall. Viewers entered an elevator that blasted cool air and physical rumbling, which created the feeling that they were being hoisted up the Wall at Castle Black. To experience this, the audience had to be physically present there.
Image source – http://bit.ly/2uqnrKm
At Meraki, we constantly strive to execute an impactful concept for brands with VR. The detailing of our craft is apparent in an interactive VR walkthrough of a Cruise Liner which we created for Tirun Travel Marketing. It allows you to virtually travel on a Cruise Ship. The experienceoffers a tour of Royal Caribbean International cruise ships; from casino to shopping centre, every corner of the cruise can be visited.Watch it here.
For Tanishq, we covered its iconic jewellery manufacturing units such that walk in customers at its showrooms can witness the precision, mastery and love that goes into making each piece of Tanishq jewellery. Check it out here.
Now that we know thatVR comes with endless possibilities, some of which we are aware of,what’s significant is to find your purpose – entertainment, emotional connection or to share a message. Think, create, refine and use VR to make an enticing backdrop to what you want to say.
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