FOLLOW THE LEADER #1 - Trojan's Top 5 Classic Marketing Examples
Trojan's Top 5 uses of VR in marketing
I read this morning (https://goo.gl/tpzkLQ) that 75% of the Forbes World’s Most Valuable Brands have already created a VR or AR experience (check out the link for a full breakdown). So what is so appealing about immersive technology for marketers and who's making the best stuff?
IMMERSIVENESS - anyone working in VR/AR will probably be sick of having to say the word 'Immersive'. It's not the most exciting word but no-one seems to be able to think of one that better crystallises the power of VR. In a hectic world with everyone and everything vying for your attention, the ability for a brand to have a completely captured audience, even for a short time, is an incredibly powerful tool. In VR, you are able to create a fully bespoke world where the consumer can experience your brand message, rather than having to be told it.
"THE EMPATHY MACHINE" - the second most used term in VR/AR. But for good reason. There is something about VR that gets into your soul. It triggers almost all of the senses (still waiting for 'smellovision') in a way that (when done well) you feel directly connected to the characters you encounter. Screens become worlds. Viewers become participants. Experiences become memories. VR can change people's opinions more profoundly than most media and that, in a nutshell, is why it's the perfect marketing tool.
THE 'COOL' FACTOR - So strapping a big chunk of plastic to your face may not be cool in any traditional sense of the word but brands are always clammering to be seen as innovative, as trying new things and wanting to create a buzz. And VR certainly does that. When you first try VR it's cool. There's no denying that. It gets people talking in a way traditional media can struggle with. It creates a buzz. Will it still be cool in a year? Who knows, who cares? The bandwagon is there to be jumped on. Don't miss out.
TROJAN'S TOP 5
As this is a new blog, we have a little free rein here. The below might not be the most recent (or original) but they've been chosen as now classic examples of how VR can be well-utilised for marketing objectives. We'll keep you up-to-date with more recent stuff in rolling blog posts but in the meantime, 'follow thy leader'...
1. McDONALDS - HAPPY GOGGLES - happygoggles.se/en/
So the clever chaps at McDonalds Sweden came up with the ingenious idea to develop a Happy Meal box that can be turned into a VR headset. Brilliant. We love it as an example of VR reaching a mass audience. It's not all about powerful-computers and 'room-scale' VR. It can be super simple and fun too. Check out the site for full details.
2. COCA-COLA - SANTA SLEIGH RIDE
Coca-Cola gave Christmas shoppers in Poland a nice surprise by rolling into town with a new VR sleigh ride experience. Coca-cola's Red Christmas Trucks. Big spectacle. Lots of fun. Great example of using VR to put on a show. Events aren't just for trade shows.
3. TOPSHOP - FRONT ROW CATWALK
Topshop offered shoppers in London a front-row seat to their latest catwalk show. We chose this because The 'golden ticket' potential to VR is huge - imagine being backstage (or onstage) with your favourite band, alongside your top team during their half-time talk or in the front row of a Presidential inauguration. Pretty cool.
4. IKEA - Design your own kitchen
Ikea have been early adopters of VR and are leading the way in the potential of online shopping in VR. They created an app for Steam (HTC Vive headset) where you can experience your own fully-customised kitchen, before you buy. Obviously this is just the beginning and the applications here are enormous.
(Not an official video but gives you an idea of how it all works...)
5. UNITED NATIONS - Clouds over Sidra
And no list would be complete without mentioning "Clouds over Sidra", an experience that follows a twelve-year-old Syrian girl named Sidra in the Za’atari camp in Jordan. Commissioned by the United Nations, it has now become a classic example of VR as "The Empathy Machine" - really using the medium to generate greater empathy and new perspectives on people living in conditions of great vulnerability - it was so successful, the UN saw donations double and has spawned a raft of further films being made by the UN.
This is one of my personal favourite areas and and I'm pleased that more charities are now following the UN's lead here...