Hello again, fellow bloggers and readers! Today’s discussion revolves around virtual reality and how companies are taking advantage of this tool to market their products and services.
It was interesting to see in this week’s digital marketing lesson, how Hardhat Digital created an augmented virtual reality experience for people to view at the Deakin Open Day 2015. This created a new and unique experience for viewers to see their ‘potential’ university from another perspective. This futuristic idea resulted in Hardhat Digital to win Mashies award for Best Use of Virtual Reality/Augmented Reality.
There have been other many interesting VR strategies that marketers have implemented to promote their brand to consumers. Most recently, before the new Alien movie came out, the people at 20th Century Fox, gave viewers a glimpse and experience of what they should be expecting in the new Alien Covenant movie was released. In this video, viewers were able to immerse themselves in the video with or without using a VR Headset. During the video, viewers can freely move in a 360 degree viewing. This generated a lot of discussion on the internet, as it was taking a unique approach to advertising a film.
Another example of companies taking part in the emergence of virtual reality tech is BT Sport. On the 4th of June, BT Sport will livestream the Champions League Final (soccer) on YouTube and their new VR Sport app in 360 degree virtual reality. For those that don’t have a VR headset, BT Sport are offering to give customers a free (cardboard) headset if they register on their website. BT’s chief executive said ‘we believe that VR can offer our viewers an immersive second screen view which will enhance our coverage.’ This just demonstrates how virtual reality can create more brand awareness through the internet.
At the moment, according to Lifecycle marketing only 8% of marketers currently use VR in their advertising. An analyst at Forrester Research, said that ‘there is much more hype than substance when it comes to using VR specifically for marketing.’
So the question is whether advertising in VR is worth doing? Or should companies invest their money on the more traditional ways of advertising?