10 Virtual Reality Marketing Strategies You Can Implement Now!
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Transcript of 10 Virtual Reality Marketing Strategies You Can Implement Now!
@giovanni | 469.682.6978 | gallucci.net | [email protected]
10 Virtual Reality Marketing Strategies
You Can Implement NOW#SMDallas
@giovanni | 469.682.6978 | gallucci.net | [email protected]#SMDallas
What Is VR?
• Virtual Reality (VR): The use of computer technology to create a simulated environment.
• Unlike traditional user interfaces, VR places the user inside an experience.
• Instead of viewing a screen in front of them, users are immersed and able to interact with 3D worlds.
• Any discussion of VR must be accompanied by a terrible stock photo or a picture of a fat guy in a headset looking amazed.
@giovanni | 469.682.6978 | gallucci.net | [email protected]#SMDallas
What Is VR?
Weʼre going to talk about VR video instead.
When I mention “VR” tonight I am talking about video.
@giovanni | 469.682.6978 | gallucci.net | [email protected]#SMDallas
180, 360, 3D, AR, augmented reality, immersive, virtual reality, VR
What Is VR?
@giovanni | 469.682.6978 | gallucci.net | [email protected]#SMDallas
180, 360, 3D, AR, augmented reality, immersive, virtual reality, VR
What Is VR?
@giovanni | 469.682.6978 | gallucci.net | [email protected]#SMDallas
Sony A7 (8 mm Lenses)
Ricoh Theta S
Kodak PixPro SP360 4K
What Is VR?
@giovanni | 469.682.6978 | gallucci.net | [email protected]#SMDallas
Recommended PathRicoh Theta S
Kodak PixPro SP360 4K Dual2x Sony A7s (8 mm lenses)
+ Kolor Autopano Video
$350$899
$4,500
@giovanni | 469.682.6978 | gallucci.net | [email protected]#SMDallas
visib
ility
maturity
* via The Gartner G
roup
Hype Cycle*
@giovanni | 469.682.6978 | gallucci.net | [email protected]#SMDallas
Hype Cycle*vis
ibilit
y
maturity
technologytrigger
* via The Gartner G
roup
@giovanni | 469.682.6978 | gallucci.net | [email protected]#SMDallas
Hype Cycle*vis
ibilit
y
maturity
• A potential technology breakthrough• Proof-of-concept stories• Media interest• Significant publicity• No usable products exist• Commercial viability unproven * via The G
artner Group
technologytrigger
@giovanni | 469.682.6978 | gallucci.net | [email protected]#SMDallas
Hype Cycle*vis
ibilit
y
maturity
technologytrigger
* via The Gartner G
roup
peak ofinflated
expectations
@giovanni | 469.682.6978 | gallucci.net | [email protected]#SMDallas
Hype Cycle*vis
ibilit
y
maturity
• Some companies take action• A few success stories• Lots of failures • Most are spectators
* via The Gartner G
roup
technologytrigger
peak ofinflated
expectations
@giovanni | 469.682.6978 | gallucci.net | [email protected]#SMDallas
visib
ility
maturity
• Some companies take action• A few success stories• Lots of failures • Most are spectators
* via The Gartner G
roup
technologytrigger
peak ofinflated
expectations
1994
@giovanni | 469.682.6978 | gallucci.net | [email protected]#SMDallas
Hype Cycle*vis
ibilit
y
maturity
technologytrigger
* via The Gartner G
roup
peak ofinflated
expectations
valley ofdisillusionment
@giovanni | 469.682.6978 | gallucci.net | [email protected]#SMDallas
• Experiments and implementations fail• Public moves on to next thing• Producers shake out or fail • Small amounts of investments continue• Surviving companies improve their
products for early adopters
Hype Cycle*vis
ibilit
y
maturity
technologytrigger
valley ofdisillusionment
* via The Gartner G
roup
peak ofinflated
expectations
@giovanni | 469.682.6978 | gallucci.net | [email protected]#SMDallas
Hype Cycle*vis
ibilit
y
maturity
technologytrigger
slope ofenlightenment
* via The Gartner G
roup
valley ofdisillusionment
peak ofinflated
expectations
@giovanni | 469.682.6978 | gallucci.net | [email protected]#SMDallas
Hype Cycle*vis
ibilit
y
maturity
technologytrigger
* via The Gartner G
roup
slope ofenlightenment
valley ofdisillusionment
peak ofinflated
expectations
• Benefits to the enterprise/consumers start to surface
• Use becomes more widely understood • 2nd & 3rd-generation products appear • More VCʼs fund pilots• Most companies remain cautious
@giovanni | 469.682.6978 | gallucci.net | [email protected]#SMDallas
Hype Cycle*vis
ibilit
y
maturity
technologytrigger
plateau ofproductivity
* via The Gartner G
roup
slope ofenlightenment
peak ofinflated
expectations
valley ofdisillusionment
@giovanni | 469.682.6978 | gallucci.net | [email protected]#SMDallas
Hype Cycle*vis
ibilit
y
maturity
technologytrigger
• Mainstream adoption begins• Standards start to emerge• Viability more clearly defined • Applicability paying off• Relevance• We forget itʼs new… * via The G
artner Group
plateau ofproductivity
slope ofenlightenment
valley ofdisillusionment
peak ofinflated
expectations
@giovanni | 469.682.6978 | gallucci.net | [email protected]#SMDallas
Hype Cycle*vis
ibilit
y
maturity
technologytrigger
* via The Gartner G
roup
valley ofdisillusionment
peak ofinflated
expectations
plateau ofproductivity
slope ofenlightenment
@giovanni | 469.682.6978 | gallucci.net | [email protected]#SMDallas
Why VR for Marketing?
It helps solve a number of problems marketers have around
engagement and awareness.
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ImmersiveUsers wearing a headset are
completely immersed in the content.
No distractions. 100% attention on the message.
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ImpactfulThe intensity of a VR experience is greater
than traditional media. VR generates strong emotions in its viewers
which are linked to real behavior change.
@giovanni | 469.682.6978 | gallucci.net | [email protected]#SMDallas
@giovanni | 469.682.6978 | gallucci.net | [email protected]#SMDallas
“Oh my God, donʼt take me out…”
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“Iʼm on the stage!”
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MemorableOur brains are built to remember
events linked to locations. VR experiences leave a heavier
footprint in the audienceʼs memory.
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NovelHigh media and public interest in VR.
Early adopters benefit from increased media exposure.
@giovanni | 469.682.6978 | gallucci.net | [email protected]#SMDallas
• What I looked for in new VR implementations for digital campaigns:
• Different sectors in multiple industries.
• Creating new/exciting ways for users to interact with their brands.
• Some stuff Iʼve worked on.
10 Examples Of Marketing Activations Using Virtual Reality
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Marriott – The Teleporter
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Marriott – The Teleporter• VR headsets, headphones, heaters and wind
jets to take users on a trip to different cities.
• Helped position Marriott as a forward looking and relevant brand in the market to compete with tech savvy boutique hotels and big hitters like the Omni in Dallas and The W.
• Combines visuals with the other senses, going beyond what it possible by just showing a 360 video.
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BMW - Keep Your Eyes On GiGi
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BMW - Keep Your Eyes On GiGi
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BMW - Keep Your Eyes On GiGi
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Indiana University - Fan Engagement
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Patron – The Art of Patron
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Patron – The Art of Patron
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Infinity - Driverʼs Seat
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Infinity - Driverʼs Seat
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Topo Chico - Event Coverage
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C3/Samsung - Content Production
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Top Shop - NYFW Catwalk Experience
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TRESemme - Tres-pass
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TRESemme - Tres-pass
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Alcoa - Factory Tour
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(+1) New York Times – The Displaced
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(+1) New York Times – The Displaced
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Some Tips Before You Start(in no particular order)
@giovanni | 469.682.6978 | gallucci.net | [email protected]#SMDallas
Don't make 'em puke.
It doesn't need to be a blockbuster.
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Your VR experience MUST • entertain & inspire or
• drive sales & leads or
• teach your customers or
• otherwise support your marketing goals in a tangible way
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Set expectations internally and externally.
Expect the unexpected & plan ahead.
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You don't know VR unless you've tried VR.
Your client doesn't know VR unless they've tried VR.
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Incorporate other senses when possible.
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Youʼre gonna need a bigger boat.
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Set and track key performance indicators to measure your success.• Interaction KPIs: How do consumers interact with
your VR content?
• Usage KPIs: Who sees your VR content?
• Lead-generation KPIs: How does your VR content contribute to lead generation?
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Itʼs a bucket-list activity.Treat it like an exclusive experience.
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Make It ScaleThe market is fragmented.
You must decide if your experience needs to work on multiple devices.
Mobile VR Tethered VR Custom Built VR Displays and Kiosks
@giovanni | 469.682.6978 | gallucci.net | [email protected]#SMDallas
There are very few rules but the most important rule:
Plan in real reality…then double it
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Integrate Virtual Reality into your existing content marketing toolbox by using synergies wherever possible.• What content do you create anyway that you can
amplify with VR?
• How can you leverage your VR content on your other channels?
@giovanni | 469.682.6978 | gallucci.net | [email protected]#SMDallas
Get there early, stay late, work hard, and have fun!Helpful links:RoadToVR.comUploadVR.comVirtualRealityNews.comVirtualRealityReporter.comVRideo.comVRScout.comVRStatus.com
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Questions?giovanni gallucci
http://gallucci.net