Virtual Reality &
The Future of Marketing
Organizations
Learning from the Future
Alissia Iljaitsch, Digital Innovation Strategist
Marketing Club Munich
February 4th, 2016
@ailljaitsch

@ailjaitsch #VR #AR
WHY SHOULD WE CARE?
By 2020 Virtual- and Augmented
Reality is expected to reach
$150 B
*Digi-Capital Augmented Virtual Reality Report Q2 2015

@ailjaitsch #VR #AR
VIRTUAL vs. AUGMENTED REALITY
Oculus:
Most notable
Exit: $2B
*Digi-Capital Augmented Virtual Reality Report Q2 2015

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VIRTUAL vs. AUGMENTED REALITY
*”Her”

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VIRTUAL vs. AUGMENTED REALITY
Raised another $793.5 million at a $4.5 billion valuation
*www.forbes.com, February 3rd, 2016

@ailjaitsch #VR #AR
WHO IS LEADING THE PACK?

@ailjaitsch #VR #AR
BRANDS & Start-ups / Volvo VR
• Volvo,
Audi,
Castrol
(CGI
capabili6es)
• VR
Cinema
• 3D
Graphics
&
Anima6on

@ailjaitsch #VR #AR
BRANDS & Start-ups / Audi VR

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BRANDS & Start-ups / VR Cinema
*www.verbia.de

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AGAIN...WHY SHOULD WE CARE?
VR BIGGEST
DISRUPTION FOR
FILM, TV, ENTERTAINMENT,
MEDIA, SOCIAL MEDIA,
CONTENT, COLLABORATION
& EDUCATION

@ailjaitsch #VR #AR
INDUSTRY DISRUPTION

@ailjaitsch #VR #AR
„EMPATHY MACHINE“

@ailjaitsch #VR #AR
BBC VR INNOVATION LAB

@ailjaitsch #VR #AR
OPPORTUNITY NOW
ENGAGE
NEW
DEMOGRAPHIC
WITH
A
SIGNIFICANT
EMOTIONAL
BRAND
EXPERIENCE

@ailjaitsch #VR #AR
BACK TO REALITY...
+ VISION
&
UNDERSTANDING
OF
VR
+ CAMPAIGN
&
LAUNCH
PLANNING
+ BUDGET
PLANNING
+ RESOURCE
PLANNING
+ RETURN
ON
INVESTMENT
+ GUARANTEE
FOR
AN
A+
RESULT
+ KNOW-­‐HOW
&
PARTNER
NETWORK
+ RESPOSIBILITY
OF
YOUR
ROLE
...OOOPS
THERE
GOES
GRAVITY.

@ailjaitsch #VR #AR
LOSS OF GRAVITY

@ailjaitsch #VR #AR
CORPORATE IMMUNE SYSTEM
The Innovator

@ailjaitsch #VR #AR
THE CHALLENGE
WHAT DO WE DO IF THERE IS NO BEST
PRACTISE AND RISK?
HOW CAN ORGANIZATIONS LEARN
FROM THE FUTURE?

@ailjaitsch #VR #AR
GOOGLE GLASS
*Vectorform

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HUMAN MACHINE INTERACTION
*Mediaplus

@ailjaitsch #VR #AR
THE TEAMS & GOALS
TEAMS
GOALS
MARKETING
BRAND
VALUES
&
AWARENESS
PRODUCT
MARKETING
PRODUCT
COMMUNICATION
LAUNCH
MANAGEMENT
TIMING
&
PROCESS
EVENT
MARKETING
REACH
AND
PROCESS
HARDWARE
OEM
DISTRIBUTION
&
AWARENESS
CREATIVE
AGENCY
CREATIVE
VISION
MEDIA
AGENCY
REACH
EVENT
AGENCY
PROCESS
USER
EXPERIENCE
&
TECH
PARTNER
INNOVATION
&
TIME
CGI
&
CONTENT
PARTNERS
PRODUCTION
TIME

@ailjaitsch #VR #AR
THE CHALLENGE
COMPLEXITY REQUIRES TO
MOVE THE TEAM FROM
„EGOCENTRICITY TO ECOCENTRICITY“
*Scharmer, MIT Organizational Learning

@ailjaitsch #VR #AR
LEARNING FROM THE FUTURE
TEAM
CONFIGURATION
TECHNICAL
EXPLORATION
PROTYPING
&
TESTING
ASSET
PRODUCTION
EXECUTION

@ailjaitsch #VR #AR
THE ESSENCE OF EXPLORATION

@ailjaitsch #VR #AR
ONE SHOW AWARD NEW YORK,
VOLKSWAGEN

@ailjaitsch #VR #AR
HELLO WORLD

@ailjaitsch #VR #AR
HELLO WORLD

@ailjaitsch #VR #AR
GET IN THE DRIVER´S SEAT &
BE READY TO LEARN.
OWN YOUR VISION.
TRANSFORMATION IN A NUTSHELL

@ailjaitsch #VR #AR
THANK YOU
Dr. Kimo Quaintance
Creative Director
kquaintance@gmail.com
Alissia Iljaitsch
Digital Innovation Strategist
alissia.iljaitsch@gmail.com

@ailjaitsch #VR #AR
FOUR LEVELS OF LEARNING & CHANGE
1. REACTING:
Manifest
Ac6on
2. REDESIGNING:
Process
&
Structure
3. REFRAMING:
Thinking
4. PRESENCING:
Source
of
Inten6on
&
Crea6vity

@ailjaitsch #VR #AR
YOUR CHALLENGE
MOVING
FROM
EGOSYSTEM
TO
ECOSYSTEM