Virtual reality is the new tech on its way into our homes, office’s and schools. It’s a fast-paced, emerging market that Marketing Week recently named as the breakthrough marketing channel for 2016. You can easily make your brand part of this marketing technology revolution with our tips on how to use it effectively.
Virtual reality or ‘VR’ can be used for products, demo’s and videos and there are several advantages to VR over traditional digital media:
- Immersive – VR users are completely immersed in the content meaning fewer distractions and more attention paid to the message.
- Impactful – The intensity of the experience is greater than traditional media generating strong emotions in its users.
- Memorable – Our brains are built to remember events linked to locations, this means that VR experiences have a long trace in the audience’s memory.
- Novel – With high media and public interest in VR, early adopters can benefit from favourable media coverage.
There are already so many great examples of brands using VR to enhance the experience of their users, Coca-cola set up a virtual reality sleigh-ride in Poland which used vibrant graphics to create a fun experience for kids. Marriott transported the public to beautiful locations all over the world to show people where they can go, it was a great way of inspiring customers for their next holiday. Topshop gave its members a front-row catwalk experience of their show during London Fashion Week, they won awards and received A LOT of press from the event. And finally, Volvo gave users a VR test drive of their new model to get their potential customers comfortable with being in the car.
How can you use virtual reality in your marketing strategy?
The best examples of virtual reality marketing so far, have been when brands have used VR for product demonstrations, inspirational experiences or unique encounters. There are several ways you can use VR in your own marketing:
- Virtual tours are a great start and easy to do – If you have a physical location, e.g. a showroom or a restaurant, you can film the experience that the customers receive like the google ‘see inside’ images but on another scale!
- Product testing – Another great way to involve customers in your product. This works well for products that are one-off purchases and not easily accessible, for example cars, houses or luxury goods that customers want to experience more than once before purchasing.
- One-off experiences – For example VIP only areas, a balloon ride or sky diving. This lets users see the experience in a safe environment before deciding to go ahead.
- Travel experiences – Taking people to somewhere they can’t easily get to is a great use for VR marketing, it makes your product or service more accessible to customers.
VR content of course, is different to a traditional film as you will need 360-degree video to make the content work effectively. And of course, you will still need to consider how you users will access the VR devices since they are not yet commonplace in homes, it may be that you target early adopters or set up your own VR stand like Marriott. Either way, make sure you put virtual reality in your marketing strategy.