Virtual reality is not just a tool that will generate new opportunities in content and services that will enter into a new dimension, but also a key tool to understand what you expect from the advertising of tomorrow. Faced with the tools available now and face what brands can do when creating advertising, virtual reality allows you to create much more complete experience, create more attractive advertisements and generate more engagement and highlight above competition.
The truth is that at the moment are not many consumers have tools to connect with this content. This is, by far, few consumers who actually have glasses that enable to see virtual reality content. But while these consumers are still limited and although the mass of potential customers that brands can access this content and this advertising in virtual reality is still minimal, jump for it has its revenues and reported a certain value, one that goes far beyond simply connect with large masses.
On the one hand, the company in question is experimenting with a format that will be in prominent positions in the immediate future. Estimates of analysis firms and experts suggest that virtual reality is entering its stage of splendor and popularity and eventually occupy a prominent position in the immediate future. In the near future, brands will have no choice but to be there and start now allows them to be better prepared and know before anyone else what their potential strengths and faults.
On the other hand, firms are beginning thus become early adopters in pioneering the new field. Your ads will become material for articles and news content and even manage to connect with consumers who neither are seeing nor will see them. Brands also achieve specially connect with consumers who have begun testing the format.
In parallel, these pioneers of virtual reality emerge as especially advanced brands such as dynamic and innovative firms. Try the virtual reality now, when everyone is still waiting to see what happens, it serves to reinforce certain brand values and to position the company as something more modern, like a different signature, one that knows how to look to the future.
The brands that are already testing
And some companies seem to have understood the message and have taken to experimenting with virtual reality. The one who can do it is also a variable terrain. That is, no to belong to a particular niche market to jump for it and we should not simply be a company of some particular segment to experiment with new generation technology. Anyone can try to position themselves.
One of the firms that are playing more with this tool is McDonalds. The company already starred in the headlines in what refers to virtual reality when, a few months ago, one of its subsidiaries gave virtual glasses (actually more or less). The company made the Happy Meal box in a virtual reality goggle potential and thus emerged as one of the first companies that used the virtual reality to connect with children. The ultimate experience of fast – food chain in the virtual reality comes via a collaboration agreement with the Angry Birds franchise, as has been told AdWeek.
The chain has partnered with Rovio, the creators of the game / empire of birds, and Sony in promoting trailer for the latest film starring the Angry Birds. The format is experimental and not promotes the use of the film. The consumer can move through a chain restaurant and interact with people who are seated at the tables (can be selfies with them). The video starting to experience is uploaded to YouTube and is close to 5 million visitors (there without virtual reality involved, it can be seen as a video 360), demonstrating the interest of consumers for this type of content. What paint amid the Angry Birds? They are also in the restaurant and lively birds coexist with the real image.
They are not the only campaigns that use virtual reality and it is increasingly difficult to find examples. The tourism industry is one that is employing more recurrently virtual reality to create experiences and ads that connect from the Marriott Hotel and postal virtual reality over their destinies to the chains of travel agencies like Thomas Cook or Virgin Holidays, which create experiences tailored to their business establishments.
What is common to all these ads and all these experiences?
The consumer can try the experience of being in the destination that interests you and that this viewing help you decide what to do or destination to book your vacation. And in the case of physical travel agencies, virtual reality is also an element that generates a focus for a format that was losing the game against internet.
Virtual reality is also used to create an immersive experience behind the camera or behind the production, in a sort of attempt to revive the consumer experience to produce what they are consuming and make it feel closer. This is what made the Tequila Patrón or signature Ocean Spray juice (which created a web experience to see how they do raspberries with their juices are collected).
In short, virtual reality can go much further and allows the consumer feel that it is part of the message, either straining behind the scenes, allowing you to drive a luxury car (many car brands are creating these virtual experiences) or making a chapter in a television series is different.