Immersive digital experiences: A dramatic departure from traditional marketing
Merrell creates a hair-raising VR experience to promote its outdoor gear.
It’s a new world of marketing opportunity and Indigo Slate chairman Sandy Sharma provides a tour of new possibility
By Jacqueline Koch, Boost! Partner
When you think of virtual reality (VR), a video game such as Chronos likely comes to mind. Think augmented reality (AR), and Pokémon GO might pop into your head. Right? So where are these technologies going in terms of other applications?
Earlier this year, we explored how newsrooms are testing the waters of VR. An interesting genre to bubble up to the surface was “immersive journalism,” led by Nonny de la Peña. Lined up against the more traditional long-narrative documentary format, de la Peña’s perspective on VR has generated considerable discussion as to the direction VR could take on.
At the recent Seattle Interactive Conference 2016, and with the guidance of Indigo Slate executive chairman Sandy Sharma, we had the opportunity to revisit immersive digital experiences, examining VR and AR through the lens (no pun intended) of marketing.
Back to the box
Many of us have experienced VR at some point and, more likely than not, through a cardboard box like Google Cardboard. Compared to costly electronic headgear like Oculus Rift, it’s an easy gateway. One million free VR samples were delivered to The New York Times subscribers inviting recipients to jump into VR. Just fold along the lines, drop in your smart phone and press play. Voila! With a nod to technologies that have gone by the wayside, Sharma likened the experience to dropping a cassette tape into the player. Suddenly, VR isn’t about expensive high tech tools anymore. It is infinitely accessible. Given that there are over 4 billion smartphones all over the world, this is an area bound to gain traction.
So in turn, what can brands gain from immersive digital technologies?
“It’s about building experiences,” Sharma said, “and creating intimacy is the end goal.” Sharma identified a few examples of how this translates in the VR space: NYT VR, Discovery VR, and Google Street View, to name a few firms that are doing this well. In the realm of AR, Sharma pointed to brands that are creating apps to drive audience engagement. Best Western offers a selfie with Zendaya, star of Disney Channel’s “Zapped!” With Budweiser, users can “Lift The (Virtual) FA Cup” thanks to an AR platform powered by Aurasma.
Now think different and say hello to marketing
Increasingly, there are interesting and engaging avenues for brands to take if considering a move into the VR space. But it’s about thinking differently and giving customers a taste of the unexpected. This can be at a mall kiosk, a conference display or an in-store installation. Sharma offered a few examples to consider that represent a “rejuvenation of the physical world” and are bringing foot-traffic back into the brick and mortar spaces. Lowes has a VR station for remodeling your kitchen. Thrill-seekers can try Merrell’s TrailScape, which challenges shoppers to take a daredevil walk across a virtual rope bridge perched high above perilous cliffs.
“You need to create an experience that is memorable and differentiated,” said Sharma outlining other approaches that show promise. Patrón introduces viewers (who are of drinking age, remember) to the history and legacy of tequila production as seen by a drone. It’s where “tradition and technology” meet. A mixed reality experience of Machu Picchu shines a light on how the travel industry and cruise lines can better engage with their target audiences. Building on the travel theme: Imagine there was a Marriott anywhere you wanted to travel in the world? Get teleported and find out.
But change is hard
Indigo Slate, a digital marketing agency, cites a passion for technology and has ventured into both VR and AR to create the memorable customer experience. Sharma acknowledges there are barriers, despite growing efforts to lower them, that prevent these platforms from accelerating toward greater potential. He lists inadequate content offerings, the reluctance to embrace innovation, the awkwardness of the equipment and, finally, the price of admission. VR, in particular, is expensive in terms of production as well as the hardware. But the experience and the rewards can be amazing. Like any new technology and new frontier, it takes time to gain traction. The question is where are you in the adoption arch?
Sharma shared some final thoughts to offer a clear path forward. “Focus on the audiences that are ripe to embrace the technology” He stressed it is okay to take the crawl-walk-run approach. But truly moving forward and to make AR and VR stick, Sharma concludes, “brands must be at the intersection of viability, desirability and feasibility.”
Side bar:
What is Augmented Reality
Augmented reality is the blending of virtual reality and real life, as developers can create images within applications that blend in with contents in the real world. With AR, users are able to interact with virtual contents in the real world, and are able to distinguish between the two.
What is Virtual Reality
Virtual reality creates a virtual world that users can interact with. This virtual world should be designed in such a way that users would find it difficult to tell the difference from what is real and what is not. VR is usually achieved by the wearing of a VR helmet or goggles similar to the Oculus Rift.
6 April 2014, 10:25 pm EDT By Vamien McKalin Tech Times
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