The document discusses the transformative potential of virtual reality (VR) in marketing, emphasizing its ability to create a sense of presence and empathy in users. It highlights that VR can directly target emotional changes in audiences, aligning their experiences with brand values for effective storytelling. The piece warns that many companies may overlook this innovative medium due to a lack of understanding.

1. Virtual Reality:
The Next Frontier of
Creative Innovation
Dr. Kimo Quaintance
Munich Marketing Club
04 February 2016
@kimoq

3. Sources: NASA Jet Propulsion Laboratory, Nintendo

4. Source: Oculus

5. 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

6. An incredibly exciting innovation in
marketing is coming, and most
companies are going to miss it…
because they won’t understand it.

7. 360 VIDEO
VR EXPERIENCES

8. 360 CAPTURE
Source: Fraunhofer HHI

12. VR IS NOT THE NEXT TELEVISION

13. In VR, you are there

14. In VR, YOU are there

16. You need storytelling to get me to
care about other people.
You don’t need to convince me to
care about myself.

18. VR is not new

19. Embodiment
Source: Nautilus / Holojam

20. You will be able to directly, and
specifically target emotional change in
your target audience.
This is a superpower.

21. Source: Stanford VHIL

22. Source: Stanford VHIL

23. Do you want your audience to
experience being:
More confident?
More risk averse?
More sociable?
More active?
More environmentally friendly?

24. Aligning your audience’s emotional
experiences with your brand’s
core values = winning.

25. Case Study:
The Royal Opera House,
London

27. Vision is essential
Do the research
Collaborate to learn

28. QUESTIONS?
Dr. Kimo Quaintance
Munich Marketing Club
04 February 2016
@kimoq
kquaintance@gmail.com