10 virtual reality marketing strategies you can implement now!

@giovanni | 469.682.6978 | gallucci.net | giovanni@gallucci.net

10 Virtual Reality Marketing Strategies

You Can Implement NOW#SMDallas

@giovanni | 469.682.6978 | gallucci.net | giovanni@gallucci.net#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.

What Is VR?

Weʼre going to talk about VR video instead.

When I mention “VR” tonight I am talking about video.

180, 360, 3D, AR, augmented reality, immersive, virtual reality, VR

What Is VR?

180, 360, 3D, AR, augmented reality, immersive, virtual reality, VR

What Is VR?

Sony A7 (8 mm Lenses)

Ricoh Theta S

Kodak PixPro SP360 4K

What Is VR?

Recommended PathRicoh Theta S

Kodak PixPro SP360 4K Dual2x Sony A7s (8 mm lenses)

+ Kolor Autopano Video

$350$899

$4,500

maturity

* via The Gartner G

Hype Cycle*

Hype Cycle*vis

ibilit

maturity

technologytrigger

* via The Gartner G

Hype Cycle*vis

ibilit

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

Hype Cycle*vis

ibilit

maturity

technologytrigger

* via The Gartner G

peak ofinflated

expectations

Hype Cycle*vis

ibilit

maturity

• Some companies take action• A few success stories• Lots of failures • Most are spectators

* via The Gartner G

technologytrigger

peak ofinflated

expectations

maturity

• Some companies take action• A few success stories• Lots of failures • Most are spectators

* via The Gartner G

technologytrigger

peak ofinflated

expectations

Hype Cycle*vis

ibilit

maturity

technologytrigger

* via The Gartner G

peak ofinflated

expectations

valley ofdisillusionment

• 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

maturity

technologytrigger

* via The Gartner G

peak ofinflated

expectations

Hype Cycle*vis

ibilit

maturity

technologytrigger

slope ofenlightenment

* via The Gartner G

peak ofinflated

expectations

Hype Cycle*vis

ibilit

maturity

technologytrigger

* via The Gartner G

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

Hype Cycle*vis

ibilit

maturity

technologytrigger

plateau ofproductivity

* via The Gartner G

peak ofinflated

expectations

Hype Cycle*vis

ibilit

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

peak ofinflated

expectations

Hype Cycle*vis

ibilit

maturity

technologytrigger

* via The Gartner G

peak ofinflated

expectations

Why VR for Marketing?

It helps solve a number of problems marketers have around

engagement and awareness.

ImmersiveUsers wearing a headset are

completely immersed in the content.

No distractions. 100% attention on the message.

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.

“Oh my God, donʼt take me out…”

“Iʼm on the stage!”

MemorableOur brains are built to remember

events linked to locations. VR experiences leave a heavier

footprint in the audienceʼs memory.

NovelHigh media and public interest in VR.

Early adopters benefit from increased media exposure.

• 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

Marriott – The Teleporter

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.

BMW - Keep Your Eyes On GiGi

Indiana University - Fan Engagement

Patron – The Art of Patron

Infinity - Driverʼs Seat

Topo Chico - Event Coverage

C3/Samsung - Content Production

Top Shop - NYFW Catwalk Experience

TRESemme - Tres-pass

Alcoa - Factory Tour

(+1) New York Times – The Displaced

Some Tips Before You Start(in no particular order)

Don't make 'em puke.

It doesn't need to be a blockbuster.

Your VR experience MUST • entertain & inspire or

• drive sales & leads or

• teach your customers or

• otherwise support your marketing goals in a tangible way

Set expectations internally and externally.

Expect the unexpected & plan ahead.

You don't know VR unless you've tried VR.

Your client doesn't know VR unless they've tried VR.

Incorporate other senses when possible.

Youʼre gonna need a bigger boat.

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?

Itʼs a bucket-list activity.Treat it like an exclusive experience.

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

There are very few rules but the most important rule:

Plan in real reality…then double it

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?

Get there early, stay late, work hard, and have fun!Helpful links:RoadToVR.comUploadVR.comVirtualRealityNews.comVirtualRealityReporter.comVRideo.comVRScout.comVRStatus.com

Questions?giovanni gallucci

http://gallucci.net

10 virtual reality marketing strategies you can implement now!

Social Media

fg -115845 - implement sales and marketing strategies

in store augmented reality: retailing strategies for smart...

evaluation of visual feature detection algorithms to...

strategies to implement innovations in hospitals

develop, formulate, & implement strategies for going global

inclusive growth strategies for pakistan: myth or reality...

using learning teams to implement the high-yield...

top 5 game-changing ppc strategies to implement today

sustainable reality: understanding the performance of...

5 key talent management strategies energy companies should...

strategies implementation matrix making vision a reality ·...

using technology to implement research- based well-being...

strategies to implement a national approach to poisonous...

strategies nurses can implement to address workplace

identifying and ranking of strategies to implement green

strategies to implement and up-scale the good practices on

trigger strategies - the new reality of sales - report

· revitalization strategies can provide a regional ......

vss to implement strategies and use of vss training tools 1

lg -115845 - implement sales and marketing strategies