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Virtual Reality:
The Next Frontier of
Creative Innovation
Dr. Kimo Quaintance
Munich Marketing Club
04 February 2016
@kimoq
Sources: NASA Jet Propulsion Laboratory, Nintendo
Source: Oculus
WHAT MAKES VIRTUAL REALITY UNIQUELY POWERFUL?
• The first media to drive our senses in the way we are
designed to perceive the world
• Can create the experience of ‘presence’
• Can create a strong sense of empathy
• Can have powerful psychological impacts on users
An incredibly exciting innovation in
marketing is coming, and most
companies are going to miss it…
because they won’t understand it.
360 VIDEO
VR EXPERIENCES
360 CAPTURE
Source: Fraunhofer HHI
VR IS NOT THE NEXT TELEVISION
In VR, you are there
In VR, YOU are there
You need storytelling to get me to
care about other people.
You don’t need to convince me to
care about myself.
VR is not new
Embodiment
Source: Nautilus / Holojam
You will be able to directly, and
specifically target emotional change in
your target audience.
This is a superpower.
Source: Stanford VHIL
Source: Stanford VHIL
Do you want your audience to
experience being:
More confident?
More risk averse?
More sociable?
More active?
More environmentally friendly?
Aligning your audience’s emotional
experiences with your brand’s
core values = winning.
Case Study:
The Royal Opera House,
London
Vision is essential
Do the research
Collaborate to learn
QUESTIONS?
Dr. Kimo Quaintance
Munich Marketing Club
04 February 2016
@kimoq
kquaintance@gmail.com

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