Creating unique brand experiences through Virtual Reality
As content producers and distributors, we listen to where media is headed and figure out how brands can win in that environment. Virtual Reality can add a level of immersion and personalisation not previously possible that can have a significant impact on brand recall and purchase intention. When The New York Times launched its VR app in 2015, it became the most successful launch in NYT’s history reaching 950K downloads and 1M users at launch. Nick Van Amburg, NYT’s VP of Ad Innovation commented:
“We are now talking about engaging millions of people, which means this is not a flash in the pan – it’s something people want more of”.
Nike was one of the first brands to launch VR experiences in-store and through its social networking platforms. The company, in partnership with Samsung, has released a 90-sec VR film to promote the launch of its Hypervenom Phantom II football boot. The in-game experience – available on Youtube and in Nike retail stores – allows customers to step into the shoes of the soccer superstar Neymar Jr, and they even get to score a goal.
Image source – YouTube
Sony Corporation, in partnership with Playstation VR, launched its brand campaign #LostInMusic on January 13 2017. Its aim is to deliver new music experiences by utilising the latest technologies. Part-immersive theatre, part-music festival, the experiences, all captured in VR, are pushing the boundaries of music and technology to create unforgettable memories. The audience can step through a unique journey with VR headsets, feel more naturally connected to music and truly become part of the story.
Image source – lostinmusic.sony
Immersion, empathy and a more authentic way of interacting with a brand are the difference in storytelling capabilities that VR brings. Viewers can interact with the movements and reactions of their music idols or sports stars and co-create the premise of the story. Even though traditional advertising provides the basic structure of the narrative, the power of VR as a uniquely immersive platform lies in its ability to stir emotions and impact brand engagement in an entirely new way.
If you would like to know more about how we can create a Virtual Reality strategy for your brand please get in touch