Whether participating in a 360 degree video adventure or diving deep into an engaging gamified, interactive digital experience, Virtual Reality is the newest kid on the block for powerful brand messaging and is a quantum leap in the way consumers experience your brand or event. Having collaborated on award-winning VR activations, we’ve identified some tips for VR (Virtual Reality) to consider on your first foray into the medium.
#GIVE THEM SOMETHING THEY’VE NEVER SEEN
1) VR pays off best when the user experiences something they might never have even hoped to in the real world. Novel and awe-inspiring experiences encode deeply into memory and break through the normal static and drone of advertising overload.
MAKE IT PERSONAL
2) VR is personal. In opposition to marketing’s mostly passive attempt to capture attention by repetition, a VR experience accomplishes this and much more in a single stroke since it actually involves the user. The more you make it about them, the more engaged they will be.
USE WORLD-BUILDING TO YOUR ADVANTAGE
3) VR lets you leverage environment to support messaging. Want to introduce your future-facing brand? Send users 100 years into the future. Want to sell them on how exciting your brand is? Send them hurling through the sky or place them on an active racetrack.
KEEP IT ACTIVE AND EXCITING
4) Shared, novel experiences engender connection. Give consumers a thrilling experience that sends their hearts racing and floods their brains with chemicals. That excitement will translate into a stronger two-way brand relationship.
GET IN EARLY
5) VR is still fresh. With only a limited number of people in the population that have experienced VR, a brand can take advantage of extra novelty points from that first enchanting moment a person experiences when they put on the headset.
SHOW, DON’T TELL
6) No need to just explain to consumers and clients what is coming or how something will look and feel when it’s completes. Now you can show them by putting them inside that world where they can have a 3d experience of things still being built, products that are still a prototype.
ENGAGE THE SENSES
7) The more you add in way of 3d sound, smell, wind, touch etc… will make the immersive experience even more complete.
DON’T MAKE THEM SICK
8) Movement in the VR space can give people problems with motion sickness. Be deliberate in the speed of movement and be careful with up and down movement. If the user removes the goggles and has a green face, you can bet that all the positive gains with VR have been lost.
9) VR gives you the opportunity to wear someone else’s shoes and allows the user to identify with an entirely new point of view. This can be particularly useful when a brand’s message includes Corporate Social Responsibility (CSR) and for many non-profits.
FIND WAYS FOR USERS TO SHARE THE EXPERIENCE
10) Consider creating sharables for social outreach, posting, etc… allow the user to share his/her unique experience with the world and allow their singular experience to reach a wider audience. When possible allow other attendees of your event to both hear and see a 2d representation of what the person is experiencing inside the device. This allows even more eyes to enjoy the experience than just the two behind the goggles.
Interested in learning additional best practices, tips for VR, or learning how VR can make brands truly sing? Visit our SITE or reach out firstname.lastname@example.org to check out our Showroom in the West Loop of Chicago.
Randy Gress, Director of Business Development: email@example.com