Melanie Cook on how to use VR for marketing and advertising
In the words of Mugatu, Virtural Reality (VR) “is sooo hot right now!” The world’s biggest brands are all experimenting with how it can help them engage consumers and ultimately improve their bottom lines. This is mostly because VR and AR offer a deeper level engagement that is more immersive than we’ve ever seen before. Melanie Cook, Head of Strategy at SapientNitro Southeast Asia, hosted a breakfast at the Singapore office to share how brands can take advantage of VR experiences. The talk, part of SapientNitro’s #whatsticks series, was broken down into the four steps that every brand or agency needs to take to make sure their VR experience is a hit; 1. Define a specific use 2. Create a tangible value exchange 3. Think like the cohort of 3d thinkers 4. Get your ducks in a row (The user experience has to be outstanding, the commercials have to line up and the entire organisation needs to work together to make it happen.) Melanie doesn’t advocate that the brands should only focus on VR, “Your brand story should continue to be experienced in mobile, print, digital, data visualisation, infographics, multimedia, video, gaming, podcasting, social etc.”.
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- 2. Virtual Reality MAKING IT REALITY @sapientnitro#whatsticks
- 3. “Reality is merely an illusion, albeit a very persistent one.” ALBERT EINSTEIN @sapientnitro#whatsticks 3
- 4. @sapientnitro#whatsticks YET MARKETING REMAIN BOUND BY WHAT THEY KNOW. 4
- 5. ENGAGEMENT IS THE CINDERELLA OF MARKETING. @sapientnitro#whatsticks
- 7. 7 DEMOCRATISATION OF A NEW REALITY. @sapientnitro#whatsticks
- 10. CRISTIAN SMITH SUPPORT AMIR TRUTH Designer JOHN FACT Designer @sapientnitro#whatsticks 1010
- 12. 12 DEFINE A SPECIFIC USE. SHAWN DUBRAVAC, HEAD OF RESEARCH CONSUMER TECHNOLOGY ASSOCIATION @sapientnitro#whatsticks
- 13. 13 CREATE A TANGIBLE VALUE EXCHANGE. ANTHONY BATT, CO-FOUNDER WEVR @sapientnitro#whatsticks
- 14. 14 THINK LIKE THE COHORT OF 3D THINKERS. NONNY DE LA PENA, CEO EMBLEMATIC GROUP @sapientnitro#whatsticks
- 15. 15 GET YOUR DUCKS IN A ROW. Outstanding user experience Lined up commercials Collaborative working @sapientnitro#whatsticks
- 17. Virtual Reality MAKING IT REALITY @sapientnitro#whatsticks
Editor's Notes
- Changed reality Question delineation Minority report Hollywood & 1000s exhibitors at SXSW
- Marketing Limited reality Bound measurement Trap solutions Measurable reach
- Engagement cinderella AI, VR, AR - connect, communicate and collaborate Engagement important
- Enthusiasm and wide smiles platforms to engage Google - $500M - Magic Leap Facebook bought Oculus Rift.
- Democratisation of new reality Distribution platforms scaling Wevr, the YouTube of VR content. Publish directly Free and paid content Accessible by any headset, including Google Cardboard, Samsung Gear VR, 360 cameras Drive cost down
- NYT transported VR circulated Unguided tour Eerie quiet Bombed buildings Swapped toys Childhoods - misery War in Syria and Sudan Lighter but amazing note NASA computer scientists, Space Station, that orbits 400km above us. Collapsed lung Mars
- Mini adventure To Mini thriller
- Inspiring as this is, Why important Content Limitless budgets R&D focus of higher education institutions.
- Engage and remain relevant Success not reach Depth of data and insight Barriers of entry are for your competitors. Girls want boy
- Practitioners Dubravac compared VR to wearables. Specific use. NYT - information puzzles.
- Anthony Batt, Co-Founder of Wevr, New advertising models. Interrupting Create the experience a brand wants to own Product placement Links on end frames Tangible value exchange Entertaining, inspiring, informing or educating people
- Nonny de la Pena, journalist and CEO of Emblematic Group, One dimensional, linear storytelling. Immersed in the experience, Freedom Storyteller Context important as narrative Cohort of 3D-natives Not bound 2D, 3D-migrants need to create in the same way.
- To get buy in need examples in front of them The user experience Commercials Entire organisation Ducks in a row Persuade a CEO
- Not brand's entire story. With these new technologies Mobile, print, digital, data visualisation, Infographics, multimedia, video, gaming, Podcasting, social etc. Own idea Experience it.