Wish You Were Here - Virtual Reality and Augmented Reality Marketing Campaigns
•Download as PPTX, PDF•
0 likes•563 views
The document discusses new realities in marketing using virtual reality (VR) and augmented reality (AR). It provides examples of companies experimenting with VR and AR campaigns, including Marriott, HBO, and Volvo. Challenges mentioned include overcoming motion sickness and ensuring experiences have a compelling narrative. The document also outlines considerations for creating effective VR experiences and provides resources for learning more about VR studios and conferences.
Recommended
More Related Content
Viewers also liked
Viewers also liked (20)
More from Mark Logan
More from Mark Logan (19)
Recently uploaded
Recently uploaded (20)
Wish You Were Here - Virtual Reality and Augmented Reality Marketing Campaigns
- 1. 04/21/16WISH YOU WERE HERE: NEW REALITIES IN MARKETING 04/21/16WISH YOU WERE HERE: NEW REALITIES IN MARKETING Wish You Were Herenew realities in marketing Mark Logan SVP, Innovation Barkley mlogan@barkleyus.com @mlogan
- 2. 04/21/16WISH YOU WERE HERE: NEW REALITIES IN MARKETING 04/21/16WISH YOU WERE HERE: NEW REALITIES IN MARKETING The Guardian Will VR ever overcome the dork factor?
- 3. 04/21/16WISH YOU WERE HERE: NEW REALITIES IN MARKETING 04/21/16WISH YOU WERE HERE: NEW REALITIES IN MARKETING The Internet No.
- 4. 04/21/16WISH YOU WERE HERE: NEW REALITIES IN MARKETING 04/21/16WISH YOU WERE HERE: NEW REALITIES IN MARKETING The VR Era? Finally?
- 5. 04/21/16WISH YOU WERE HERE: NEW REALITIES IN MARKETING 04/21/16WISH YOU WERE HERE: NEW REALITIES IN MARKETING A long time coming http://www.jpl.nasa.gov/news/news.php?feature=4451
- 6. 04/21/16WISH YOU WERE HERE: NEW REALITIES IN MARKETING 04/21/16WISH YOU WERE HERE: NEW REALITIES IN MARKETING A long time coming
- 7. 04/21/16WISH YOU WERE HERE: NEW REALITIES IN MARKETING 04/21/16WISH YOU WERE HERE: NEW REALITIES IN MARKETING VR campaigns https://travel-brilliantly.marriott.com/our-innovations/oculus-get-teleported
- 8. 04/21/16WISH YOU WERE HERE: NEW REALITIES IN MARKETING 04/21/16WISH YOU WERE HERE: NEW REALITIES IN MARKETING VR campaigns https://www.youtube.com/watch?v=FwHI8mZ9eE0
- 9. 04/21/16WISH YOU WERE HERE: NEW REALITIES IN MARKETING 04/21/16WISH YOU WERE HERE: NEW REALITIES IN MARKETING VR campaigns http://www.framestore.com/work/game-thrones-ascend-wall-vr-experience
- 10. 04/21/16WISH YOU WERE HERE: NEW REALITIES IN MARKETING 04/21/16WISH YOU WERE HERE: NEW REALITIES IN MARKETING http://www.nytimes.com/newsgraphics/2015/nytvr/
- 11. 04/21/16WISH YOU WERE HERE: NEW REALITIES IN MARKETING 04/21/16WISH YOU WERE HERE: NEW REALITIES IN MARKETING Virtuality Continuum https://www.forrester.com/report/Augmented+And+Virtual+Reality+Should+Be+Part+Of+The+Innovators+Toolkit/-/E-RES127101
- 12. 04/21/16WISH YOU WERE HERE: NEW REALITIES IN MARKETING 04/21/16WISH YOU WERE HERE: NEW REALITIES IN MARKETING VR Matrix
- 13. 04/21/16WISH YOU WERE HERE: NEW REALITIES IN MARKETING 04/21/16WISH YOU WERE HERE: NEW REALITIES IN MARKETING VR devices
- 14. 04/21/16WISH YOU WERE HERE: NEW REALITIES IN MARKETING 04/21/16WISH YOU WERE HERE: NEW REALITIES IN MARKETING VR devices
- 15. 04/21/16WISH YOU WERE HERE: NEW REALITIES IN MARKETING 04/21/16WISH YOU WERE HERE: NEW REALITIES IN MARKETING VR devices Oculus Rift HTC Vive Sony Playstation VR
- 16. 04/21/16WISH YOU WERE HERE: NEW REALITIES IN MARKETING 04/21/16WISH YOU WERE HERE: NEW REALITIES IN MARKETING AR devices Microsoft Hololens Magic Leap (patent)
- 17. 04/21/16WISH YOU WERE HERE: NEW REALITIES IN MARKETING https://www.youtube.com/watch?v=vDNzTasuYEw 04/21/16WISH YOU WERE HERE: NEW REALITIES IN MARKETING IKEA AR Catalog
- 18. 04/21/16WISH YOU WERE HERE: NEW REALITIES IN MARKETING 04/21/16WISH YOU WERE HERE: NEW REALITIES IN MARKETING ‣ Interactions with print media ‣ Primarily phone and tablet based ‣ Controlled environments ‣ May want to wait for better hardware AR Considerations
- 19. 04/21/16WISH YOU WERE HERE: NEW REALITIES IN MARKETING http://www.volvocars.com/us/about/our-points-of-pride/google-cardboard 04/21/16WISH YOU WERE HERE: NEW REALITIES IN MARKETING Volvo XC90
- 20. 04/21/16WISH YOU WERE HERE: NEW REALITIES IN MARKETING 04/21/16WISH YOU WERE HERE: NEW REALITIES IN MARKETING ‣ High quality & expense production ‣ Digital mapping ‣ Cardboard distribution Volvo XC90
- 21. 04/21/16WISH YOU WERE HERE: NEW REALITIES IN MARKETING 04/21/16WISH YOU WERE HERE: NEW REALITIES IN MARKETING VR Production
- 22. 04/21/16WISH YOU WERE HERE: NEW REALITIES IN MARKETING 04/21/16WISH YOU WERE HERE: NEW REALITIES IN MARKETING VR Production
- 23. 04/21/16WISH YOU WERE HERE: NEW REALITIES IN MARKETING 04/21/16WISH YOU WERE HERE: NEW REALITIES IN MARKETING
- 24. 04/21/16WISH YOU WERE HERE: NEW REALITIES IN MARKETING 04/21/16WISH YOU WERE HERE: NEW REALITIES IN MARKETING “What does VR do? It puts you in the middle of a story. I can see entertainment and sports being really interesting areas.” New York Times Mark Thompson, CEO
- 25. 04/21/16WISH YOU WERE HERE: NEW REALITIES IN MARKETING https://www.youtube.com/watch?v=CjJL38jbt64 04/21/16WISH YOU WERE HERE: NEW REALITIES IN MARKETING New York Times
- 26. 04/21/16WISH YOU WERE HERE: NEW REALITIES IN MARKETING 04/21/16WISH YOU WERE HERE: NEW REALITIES IN MARKETING ‣ 1.3 Million Distributed ‣ 500,000 app downloads ‣ “Hundreds of thousands” kept Cardboard New York Times
- 27. 04/21/16WISH YOU WERE HERE: NEW REALITIES IN MARKETING 04/21/16WISH YOU WERE HERE: NEW REALITIES IN MARKETING “I feel like I’ve watched a little too much VR today, so I take a few moments to lie on the floor and collect my brain. Your brain is actually tricked into thinking it’s having an experience and sometimes the effect can feel a bit like sea sickness. I’m sure tech will evolve beyond this at some point, but for now when you make VR films, you have to be careful of P.P.S. (potential puke shots).” Jennifer Pirog, NYT VR Editor
- 28. 04/21/16WISH YOU WERE HERE: NEW REALITIES IN MARKETING https://www.youtube.com/watch?v=2IASj7qvCjg 04/21/16WISH YOU WERE HERE: NEW REALITIES IN MARKETING Dare Devil Dive
- 29. 04/21/16WISH YOU WERE HERE: NEW REALITIES IN MARKETING 04/21/16WISH YOU WERE HERE: NEW REALITIES IN MARKETING ‣ Six Virtual Revolution roller coasters in North America ‣ Three Superman VR experiences ‣ Season ticket exclusive ride times ‣ Owned entertainment and retail space ‣ Mixed “4D” reality Six Flags - Dare Devil Dive
- 30. 04/21/16WISH YOU WERE HERE: NEW REALITIES IN MARKETING https://www.youtube.com/watch?v=efd6WhPmTyU 04/21/16WISH YOU WERE HERE: NEW REALITIES IN MARKETING Merrell Virtual Hike
- 31. 04/21/16WISH YOU WERE HERE: NEW REALITIES IN MARKETING 04/21/16WISH YOU WERE HERE: NEW REALITIES IN MARKETING ‣ Sundance 2015 ‣ Six months development ‣ Mixed “4D” reality Merrell Virtual Hike
- 32. 04/21/16WISH YOU WERE HERE: NEW REALITIES IN MARKETING 04/21/16WISH YOU WERE HERE: NEW REALITIES IN MARKETING Game of Thrones
- 33. 04/21/16WISH YOU WERE HERE: NEW REALITIES IN MARKETING https://www.youtube.com/watch?v=2wQQh5tbSPw 04/21/16WISH YOU WERE HERE: NEW REALITIES IN MARKETING Dream Adventures
- 34. 04/21/16WISH YOU WERE HERE: NEW REALITIES IN MARKETING 04/21/16WISH YOU WERE HERE: NEW REALITIES IN MARKETING David Ross , Reel FX “Having a great narrative is paramount. Technology must always come second to the message.” What makes great VR? Pete Jones, Framestore “Suspension of disbelief, a transportative and immersive sensation that makes you believe you're somewhere else.”
- 35. 04/21/16WISH YOU WERE HERE: NEW REALITIES IN MARKETING 04/21/16WISH YOU WERE HERE: NEW REALITIES IN MARKETING VR Paradigms Immersive Stories Environmental Experiences
- 36. 04/21/16WISH YOU WERE HERE: NEW REALITIES IN MARKETING 04/21/16WISH YOU WERE HERE: NEW REALITIES IN MARKETING “In the name of ‘progress’ our official culture is striving to force the new media to do the work of the old.” Marshall McLuhan
- 37. 04/21/16WISH YOU WERE HERE: NEW REALITIES IN MARKETING 04/21/16WISH YOU WERE HERE: NEW REALITIES IN MARKETING VR Matrix
- 38. 04/21/16WISH YOU WERE HERE: NEW REALITIES IN MARKETING 04/21/16WISH YOU WERE HERE: NEW REALITIES IN MARKETING What makes bad VR? “McDonald’s VR demo isn’t in service of anything really . . .There’s no fast food theme or any kind of internal narrative.”
- 39. 04/21/16WISH YOU WERE HERE: NEW REALITIES IN MARKETING 04/21/16WISH YOU WERE HERE: NEW REALITIES IN MARKETING VR Considerations ‣ Where are we taking them? ‣ Can we create evocative experience? ‣ Where will this be experienced? ‣ Is there a narrative? ‣ How will it be distributed?
- 40. 04/21/16WISH YOU WERE HERE: NEW REALITIES IN MARKETING 04/21/16WISH YOU WERE HERE: NEW REALITIES IN MARKETING Watch out for PPS! http://imgur.com/pEYaJzU
- 41. 04/21/16WISH YOU WERE HERE: NEW REALITIES IN MARKETING 04/21/16WISH YOU WERE HERE: NEW REALITIES IN MARKETING VR Studios Framestore: framestorevr.com Visualise: visualise.com Koncept: konceptvr.com ReelFX: reelfx.com
- 42. 04/21/16WISH YOU WERE HERE: NEW REALITIES IN MARKETING 04/21/16WISH YOU WERE HERE: NEW REALITIES IN MARKETING Austin, Nov. 9-10 15% Discount Code: ANA4SLB sharelikebuy.com
- 43. 04/21/16WISH YOU WERE HERE: NEW REALITIES IN MARKETING 04/21/16WISH YOU WERE HERE: NEW REALITIES IN MARKETING Wish You Were Herenew realities in marketing Mark Logan SVP, Innovation Barkley mlogan@barkleyus.com @mlogan
Editor's Notes
- Last summer, Time featured a story called “The Surprising Joy of Virtual Reality” on it’s cover. That story prompted The Guardian to ask . . . “Will VR ever overcome the dork factor?”
- To which the Internet responded, as it sometimes does, with a resounding, “No.”
- In the last couple of years, we’ve seen a flood of stories about new VR devices entering the market, led by the Oculus Rift, Samsung Gear VR and, of course, Google Cardboard. We’ve also learned that while many of the perplexing technical challenges have been solved, we have yet to solve for the dork factor and apparently it’s impossible to experience VR with your mouth closed.
- VR is not a new concept, nor is it new in practice. Back in the late 80s and early 90s, NASA pioneered the use of VR headsets thanks to a company named VPL Research. Interesting fact, the headgear she’s wearing was called an “Eyephone.” And NASA is still leading the way when it comes to virtual and augmented reality technology. Their new Hololens AR program allows scientists around the world to explore Mars in 3D and collaborate hologram style in realtime.
- But the origins of VR go way back. In 1957 a guy name Morton Heilig patented the first VR machine, called the Sensorama. It included stereoscopic vision, audio, smell and vibration. In 1961, the first head-mounted display was produced. Called the Philco Headsight, it included a single visual screen and magnetic tracking to allow a user to follow a remote camera.
- But I’m confident in saying that VR has finally arrived for real this time, because not only are we seeing the emergence of consumer devices, and not only are we seeing the first forays into content, but we are seeing advertisers ruining everything by inserting VR ads everywhere. - Marriott among the first with their #getteleported campaign
- Automotive brands like Chevy have been early adopters. These images are from their CO driver campaign, which allowed users to experience the Chevy Colorado.
- And we’ve seen entertainment brands like HBO experimenting with VR. This is a shot of GoT cast members trying out the GoT VR exhibit at SXSW last year. We’ll come back to this in a bit.
- And we’ve seen media companies like the New York Times distribute VR hardware on a massive scale, giving away millions of Google Cardboard viewers, hiring the first ever full-time VR editor and producing high-quality VR stories on a regular basis.
- There’s so much stuff out there being called VR or AR, that it demands some kind of framework to make sense of it. Forrester Analyst JP Gownder proposes the Virtuality Continuum. [explain]
- But I think since we’re talking about a 3D (at least) medium, it makes sense to think in terms of multiple dimensions so here’s my VR Matrix. [explain] This would be much easier to demonstrate if you all were wearing VR goggles right now.
- At the low end of the spectrum, Google Cardboard, which is, as the name suggests, a cardboard box that you put on your face. The advantage is that it’s very cheap, and easy to custom brand. - Star Wars - McDonald’s Happy Meal Box - My favorite - some of you are old enough to know what this is? Mattel Viewmaster, although it’s made of plastic. With all of these devices, you put your smartphone in, start up a VR app, and its your phone that powers the experience.
- Another similar device is Samsung Gear VR, it also uses your phone, and the headset has a couple of interactive touchpoints, but otherwise, it’s just a slightly more robust and comfortable version of Google Cardboard.
- At the other end of the spectrum, we have devices like Oculus Rift, the HTC Vive and presumably the Sony Playstation VR headset. These are richly immersive devices, capable of generating experiences that are hyper realistic. One caveat: despite the lack of wires shown in these product shots, each of these devices is very much a tethered experience. They are attached to powerful computers or gaming consoles, some of them costing $1000 or so dollars apiece, so these are not devices that are going to be given away en masse or achieve mainstream penetration right away. However, they are the platform of choice for a lot of high-end VR experiences.
- And rounding out the device discussion, we also have soon-to-be-arriving products in the Augmented Reality space.
- And speaking of AR, let’s look at what an AR campaign looks like. There hasn’t been as much activity in the AR space as there has in VR, but there have been a few notable explorations.
- Lowes holoroom - uses tablet to let you explore room you designed. Moving to Oculus based experience.
- Volvo XC90 Campaign - Cardboard, give viewers a chance to experience the car. Note the production equip.
- A couple of things to take away from that video. First, is the super-high-end rig they used to capture the VR in the first place. 8 RED cameras. The second is that they are mapping the captured environment onto a high definition 3D model. This approach really defines the high end
- But if you Google VR capture rigs, you’ll see that there an awful lot of highly inventive solutions out there. You don’t necessarily need 8 RED cameras.
- But generally, when you talk to to VR production shops, your options fall into a couple of categories–the high end, custom rigs or the more utilitarian, GoPro style rigs (and there are lots of different kinds of these–from 360 degree rigs, stereoscopic rigs and multi-dimensional rigs.
- The GoPro style capture is useful for the 360-degree video style content, like the NYT is doing. They’re really at the forefront of what it means to tell stories with immersive video. Personally, I’m not sure this type of media deserves the label virtual reality, but the NYT thinks it does, so I’m going to roll with it.
- The Times made a significant commitment to VR. They delivered over 1.3 million Google Cardboard devices to their print subscribers and have hired a full-time VR editor. Their first piece, The Displaced, explored the lives of refugees around the globe. But here at home, they’ve been capturing moments that are a little more prosaic. Any Villanova fans in the audience? How about Carolina fans? I’m sorry for this. Not really, I’m a Duke grad.
- So, obviously the point of this is that this kind of medium has the power to really put you in the middle of human moments and action. This is obviously a moment in time, shared after the fact, but I think we’ll see a LOT of real-time streaming of these 360 moments, especially in sports and live events.
- The metrics so far are encouraging. 500K app downloads. It’s worth noting that when you distribute via Cardboard or Gear VR, you are asking your audience to download another app to their phone and use it, and that’s obviously a behavioral hurdle. The experience we’re delivering has to be worth the hassle of an app install AND any content download. Even on WiFi at work, some of the NYT pieces take several minutes to download. Is that sustainable, maybe not. My favorite learning from the NYT project though is this:
- Jennifer Pirog, the NYT VR editor I mentioned earlier says this:
- Potential Puke Shots seems like a really good seque into this next example.
- So this is out and available now. Those of you who are willing to risk your lunch can try it at any of the six locations in North America. These are interesting examples of a mixed reality experience, something that some people call 4D, because not only are you seeing, hearing and interacting with a virtual environment, but you get the sensations of motion and wind delivered through the real-world environment.
- That 4D approach is something that marketers have leveraged in some of the best-in-class VR experiences to date. Merrell created this VR experience for Sundance and allowed participants to take a hike in the Dolomites.
- This is really state of the art experiential. The combination of VR, real-time motion tracking and 4D environmental effects really fool your brain into thinking that you’re somewhere else, having this adventure.
- Another example of the Best-in Class experience was last year’s GoT installation at SXSW. They’ve been an early and avid adopter of VR. Just last week announced their 360-degree trailer, which honestly is kind of “meh.” Much more impressive was the Ascend the Wall experience of 2014. This is Maisie Williams, who plays Arya Stark. It’s all about emotion. Not the technology. And one more piece in that vein.
- One more example that really speaks to the emotional punch of VR is this installation piece by Expedia.
- So that’s obviously a pretty evocative piece, and you really get the sense that the kids were awed and had the experience of being transported. To me, those are all hall marks of a great VR experience. But I put this question of what makes great VR to some of the VR production specialists I interviewed and I got back a couple of really telling answers.
- This, I think, is illustrative of two distinct VR paradigms that are emerging. One is VR as immersive story, and I think this is pretty well exemplified by the NYT VR piece. The other paradigm is VR as environmental experience, and we’ve seen several good examples of that, but I’ll pick the Merrell piece as representative. And it probably won’t surprise you after having heard me talk about this for a while now, but I think the second model is largely superior to the first.
- There’s a danger inherent in the VR as story model. Marshall McLuhan pointed to it, pointing out that we tend to want new media to do the job of the old. And I think it’s not a coincidence that the number one proponent of VR as story is a very “old media” company, a progressive “old media” company, to be sure.
- If we go back to that VR matrix I offered at the beginning.
- We’re living in a new era. We call it the post-digital era, because digital is no longer a standalone domain, separated from physical spaces or artifacts. Digital is deeply intertwined into everything and into our every day experiences.