What you need to know about VR for your brand
Business are looking to Virtual Reality (VR) to help them provide a “unique, entertaining and unforgettable experience,” according to Contently blogger Tallie Gabriel. But not everyone is aware of what VR can actually do — and not do — for your brand. Here’s a look at what marketers and businesses should expect from this technology:
Product sampling: Brands that want consumers to sample products in the comfort of their own home can do so with VR. A good example of this is IKEA’s Place app that provides consumers with the ability to see what the company’s furniture would look like in their house. And Sephora’s iOS app simulates how makeup (such as blush) will look like in their face.
However, additional downloads for these apps are often required. A study by eMarketer revealed that a whopping 92 per cent of people surveyed deleted the app if it demonstrated any technological issues.
Transportation: Consumers that enjoy travelling but cannot necessarily afford it, would like to experience the location virtually before paying for the trip, or would like to escape reality will be able to do so more and more with VR. Marriott’s Teleporter can send you to the top of London’s Tower 42 or to a black sand beach on Maui, says Gabriel. Qantas also has a VR program that is quite similar.
The issue is that if someone wants to purchase a VR headset to enjoy a variety of destinations, their partner or friends may not want to. This can put a damper on that person’s commitment to purchase the VR technology.
360 advertisements: VR also offers the possibility of creating 360 degree video advertisements. Universal Pictures published a 360-degree ad earlier this year to promote the release of its “Fifty Shades Darker” film. They saw “twice the engagement over other swipe-up CTAs,” says Gabriel.
VR has its limits, and despite the hype, there are things brands will have to work around. For example, making a 360-degree video look good involves properly capturing the video with the use of expensive cameras designed specifically for filming multiple angles.