Virtual Reality is on the rise and will become part of marketing and PR strategies around the world. This Playbook offers ideas and guidelines for marketers and PR professionals on how to make VR work for them.

1. Virtual Reality
Playb k
FOR MARKETING AND PR
S T E F A N S P I N N L E R / S T E F A N . S P I N N L E R @ B O L D L Y D I G I T A L . C O M

2. IDEAS GUIDELINES
RECOMMENDED READING
VIRTUAL REALITY PLAYBOOK

3. Framework: CHOOSE YOUR Format
360 degree video
Mobile VR
Observer
Single-player
Home
TYPE
DEVICE
USER
MODE
LOCATION
Real-time rendered
Tethered VR
Participant
Multiplayer
Public

4. FRAMEWORK: CHOOSE YOUR CONTENT
OBJECTIVE
Showcase Teach
Entertain

5. SHOWCASE
Showcase your products in a virtual showroom
• Virtual showrooms can replicate the actual in-store experience or be
custom-built as virtual “flagship” showrooms – free from any restraints.
• Functionally virtual showrooms work like traditional stores: The
consumer can move through the showroom, browse through products,
get detailed information on them and ultimately make a purchase.
• Virtual assistants stand by to help the consumer during his visit. The
experience can be further personalized through the use of product
configurators and by leveraging the customers’ individual preferences.
• Virtual showrooms represent the brand, drive leads and sales and are
open 24/7 to visitors from around the world.

6. SHOWCASE
Showcase your products in a virtual showroom
What would the perfect showroom for your
brand and products look like?

7. SHOWCASE
Audi is starting to equip dealers with Virtual Reality stations, where
customers can configure their cars.

8. SHOWCASE
Showcase your company by
• offering virtual factory tours
• inviting consumers to meet the people behind the brand
• providing glimpses into upcoming products
• giving access to events the consumer could otherwise not attend:
press conferences, product launches, visiting the company’s booth at
trade shows;
• documenting construction projects (real-time or timelapse)

9. SHOWCASE
GE 360 - Tier 4 Locomotive Experience Virtual factory tour: GE Gas Turbines

10. ENTERTAIN
Entertain your customers with branded VR experiences
• With high-quality VR experiences companies can build an emotional
connection to the consumer.
• Let people do and explore things they couldn’t otherwise: attending a
big sports event or concert, meeting a celebrity, visiting a rainforest,
diving in the ocean, seeing other countries, soaring through the sky,
walking on the moon…
• Offer experiences that your competitors cannot!

11. ENTERTAIN
Striving for Greatness: An UNINTERRUPTED Original
follows NBA star LeBron James through his regular
training regime during his 13th NBA season.
For Puppy Bowl XII, Animal Planet
worked with animal shelters and
rescue organizations across the USA.

12. ENTERTAIN
Inspired by the Ridley Scott movie, The Martian
VR Experience puts you in the shoes of Matt
Damon’s character and lets you walk on the
surface of Mars.
Dew VR Snow: A 360-degree virtual reality
snowboarding experience taking you through the
Utah backcountry with Olympic snowboarders
Danny Davis and Scotty Lago.

13. ENTERTAIN
Join climbers Cedar Wright and Sam Elias at
two iconic American outdoor locations -
Moab, Utah and Yosemite National Park in
California in The North Face: Climb
Robin Schulz 360: A 360-degree music video
with German DJ and producer Robin Schulz

14. ENTERTAIN
Lexus Virtual Drive: Sit in the passenger seat
of a Lexus RC F racing around a track.
Great White Sharks 360: Virtually dive with
something you definitely don't want to see
that up close in real life.

15. ENTERTAIN
Ascend the Wall: Step into the world of Game of Thrones and ascend "The Wall“, all 700ft of it.
Wind machines, real elevators and rumble packs make for a highly immersive VR experience.

16. ENTERTAIN
Breakthrough PR work for NVIDIA by Dynamo:
Journalists experience Mount Everest in VR, in real
life sub-zero temperatures.

17. ENTERTAIN
A first in the travel industry: Marriott's introduced its virtual reality travel experience
with public displays (left) and for in-room use (right) that you can order with their
“VRoom Service”.

18. TEACH
Teach your customers how to use your products
• 3D videos in point-of-view-style will be the final and most easily
understandable form of instruction manuals.
• Virtual reality eLearning offerings like tutorials, lectures and webinars
enable your customers and promote thought leadership
• Testimonials and case studies showing your products in use with
customers offer social proof.

19. TEACH
House of Languages: Learn new languages in
a fun and engaging environment.
Improve your public speaking skills with
Speech Center

20. IDEAS GUIDELINES
RECOMMENDED READING
VIRTUAL REALITY PLAYBOOK

21. MAKE IT WORTHWHILE
Find the added value – for your customers and for your company
Does your VR experience
entertain, inspire or
teach your customers?
drive sales, leads or
otherwise support your
marketing goals?

22. MEASURE YOUR SUCCESS
Set and track key performance indicators to measure your success
Usage KPIs:
Who sees your VR content?
Interaction KPIs:
How do consumers interact
with your VR content?
Lead-generation KPIs:
How does your VR
content contribute to
lead generation?
• Downloads/Streams
• Reach
• Demographic data
• Devices
• …
• Time spent
• Engagement
• Social sharing
• Comments
• …
• Awareness
• Referrals
• Conversions
• Sales
• …

23. MEASURE YOUR SUCCESS
Beware the dark side of VR monitoring
• With VR devices constantly evolving and
customers voluntarily using activity and
other trackers, marketers will get access
to more and more data.
• Analyzing this behavioral and biological
data (e.g. pulse, eye movements, pupil
dilation) and using these insights to
influence the customer will be a distinct
but severely double-edged possibility.

24. What content do you
create anyway that you
can amplify with VR?
How can you leverage
your VR content on your
other channels?
CREATE CONTENT MODULARLY
Integrate Virtual Reality into your content marketing toolbox
Use synergies wherever possible

25. MAKE IT SCALABLE
Create your VR experience to fit on a multitude of devices
• To reach as many consumers as possible your VR experience (or a
scaled down version of it) needs to be able to run on lower-end VR
devices, e.g. Mobile VR.
• The highest-quality VR experience in terms of graphical fidelity, input
devices and environmental effects (temperature, wind machines,
rumble packs) is possible when you provide the VR device – e.g. with
custom-built VR displays in-store, at trade shows or in dealerships.

26. Level 1
Mobile VR
Level 2
Advanced
Mobile VR
Level 3
Tethered VR
Level 4
Custom-built
VR Displays
MAKE IT SCALABLE
Create your VR experience to fit on a multitude of devices

27. GET INSPIRED
Watch and collaborate with VR enthusiasts in marketing and PR
Go to VR Meetups Join VR discussion groups

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