It’s the latest buzz word in content creation, and big brands such as Red Bull, The North Face and Jaguar Land Rover are all using 360° VR. Here’s why…
(What is 360° VR? Read’ our post, unsurprisingly titled: ‘What is 360° VR?’)
1. It’s Engaging
In a digital, content heavy world, brands are finding that 360° VR experiences are the most effective way to engage with customers, particularly tech savvy, more dynamic (and demanding) audiences. 360° VR gives them agency to interact with content, rather than just consume it, which means they’re more likely to remember your brand and talk about it.
Super-brand Red Bull achieved 2.1 million views, 23,000 likes and 5,000 shares with this 360° VR video – considerably more than their standard format campaigns. Would you jump?
2. It’s Accessible (more than you might think)
Technological advances in cameras and stitching mean that that high quality 360° VR experiences are available to anyone using mobile device or desk top – ideal for social media campaigns and ads. Entry level head sets, such as Google Cardboard, are available at under £20, and use of higher quality, PC-connected headsets, such as the Oculus Rift, is on the rise. By 2020, the number of VR headsets sold is predicted to reach 82 million – a 1507% increase from 2017 predicted totals.
Fast-food giant McDonald’s have created a Happy Meal Box that easily folds into a VR headset, aimed at under 12s. The initiative was inspired by Google Cardboard, offering 360° VR experiences to consumers in an affordable, easy-to-use format.
3. It Allows Consumers to ‘Try Before They Buy’
Real estate, car manufacturers and even travel companies are using 360° VR to give consumers a ‘try-before-you-buy’ experience, helping them visualise how products, services and even experiences will work after purchase. 360° VR is a great way for users to experience a product or environment from the comfort of their own homes.
Thomas Cook used 360° VR in their ‘try before you fly’ online campaign, which allowed customers to explore a variety of destinations offered by Thomas Cook, including a helicopter tour of Manhattan – all without leaving the store.
4. It Generates Emotion
Evoking an emotion is essential to a successful marketing campaign. Whether it’s excitement, compassion, fear or desire, 360° VR does just that. If a picture paints a thousand words, 360° VR must generate a million.
Toms, the shoe company that gives away a pair of shoes for every pair purchased, wanted their customers to connect with the brand and its values on an emotional level. Their 360° VR campaign gave shoppers the chance to experience travelling to Peru and gifting someone a pair of shoes.
5. It Opens Doors
Mountain climbing, sky diving, exploring ruins, white water rafting. These used to be pursuits exclusive to thrill seekers and adventurers. 360° VR provides endless opportunities to drop viewers of all abilities into immersive environments.
Outdoor brand The North Face invited their customers to join climber Renan Ozturk on his Spring 2015 adventure through Nepal. The 360°, 3D film will transport you to the top of the planet alongside one of the world’s most-accomplished climbers.
So, do you need 360° VR in your next marketing campaign?
If you want to target a young, tech savvy audience with an engaging, emotional, accessible campaign that takes them places other brands, can’t – then the answer’s yes.