In 2015 through 2017, virtual reality (VR) campaigns were a hot trend that brands were experimenting with, but VR in marketing quickly stalled. A lower than expected adoption rate of VR hardware among consumers is largely thought to have been the culprit. This year, things started looking up for VR in marketing, as the technology has become more convenient and affordable given the introduction of the Oculus Quest headset in May. The big question for marketers to consider is whether VR is now here to stay and if so, how can it be used to drive engagement and reevaluate communication models with the customer.
What you saw happening with VR is happening with every new technology. The [term] hype cycle perfectly illustrates how evolving tech develops over time, explains Nils Wollny, co-founder and CEO at holoride, an in-car VR experience start-up. There is usually a big hype around new technology, so everyone is jumping on it, and then this gap of disappointment comes, where everyone says, Ok, the expectations are not fulfilled by this great new technology. And then [the tech] reaches the Plateau of Productivity and becomes a part of our general life. This is exactly what happened to VR, but its not an unusual development for any new tech. Every new technology has to go through this [process].
As recent as last year, analysts were skeptical about the VR tech utilization among consumers. In the report, Virtual And Augmented Reality Users 2019 eMarketer researchers anticipated that this year, only 42.9 million people would use VR and 68.7 million would use AR at least once per month, prediciting that VR would slow down as AR picks up. Another survey from Perkins Coie showed that 41 percent of respondents felt that the most tangible obstacle blocking mass virtual reality adoption was user experience issues, such as uncomfortable hardware or technical glitches.
The VR/AR experts predictions for 2019, however, were more optimistic. In January, Ricardo Justus, CEO, Arvore Immersive Experiences told AList his expectations for VR in 2019 were steady growth of the home-use space, amazing new location-based experiences and new and surprising device announcements.
Today, brands from diverse sectors are indeed tapping into the technology in more creative ways.
Google recently partnered with the Chteau de Versailles and now takes VR users on a private tour of the French royal residence. Fashion companies have incorporated VR influencers into their marketing initiatives with Chanel, Prada, Vans and Rihannas Fenty Beauty currently leading the pack of established companies that drive brand awareness with VR characters. Balmain even created a whole Virtual Army on influencers.
In the world of auto, Porsche debuted virtual reality technology and Land Rover, wowed the crowds with the new Defender VR experience at the Frankfurt Motor Show in September.
Wollny points out that VR marketing has an important place in gaming and entertainment. Earlier this year, DreamWorks collaborated with Walmart to promote How To Train Your Dragon: The Hidden World and allowed the fans to dive into the movie world right at select Walmart parking lots during the promotion of the film. Additionally, Universal Studios partnered with Ford on a campaign that started on October 14 at Universal CityWalk Hollywood, where people were able to jump into a Ford Explorer for a Bride of Frankenstein-inspired experience.
It is quite possible that brands that master VR in the coming years will be the most successful at harnessing the mediums creative potential. These brands need to remember, though, that while a fully immersive experience that shuts out the physical world makes a great tool to deliver a companys message, a successful VR marketing campaign, first of all, caters to the customers desire for personalization and delivers a truly exceptional experience that consumers cant find elsewhere.
So, what is the future of VR marketing? According to experts, well soon see the Plateau of Productivity of VR in action, meaning the technology will be more relevant in customers daily lives.
We can already see that with devices, like Oculus Quest, which is an affordable, stand-alone virtual reality device, VR will have greater impact on the daily life of customers in the coming months, bringing new opportunities to marketing. There is also a big opportunity for brands to build stories for interactive experiences that dont feel like a commercial or campaign but [offer] infinite worlds to build on and provide new experiences. Well also see things like product placement but in a smarter way than product placement in a movie, for example, because a product or a brand can be a part of the story people interact with, which feels more natural than simply placing something somewhere and have it captured by a camera, Wollny said.
Read more here:
Virtual Reality Marketing In The Time Of Oculus Quest - AList
- Fans still waiting for a virtual reality view of the Buffalo Bills' new ... - Buffalo News - November 28th, 2023 [November 28th, 2023]
- Immerse yourself in new, augmented worlds - University of Miami: News@theU - November 28th, 2023 [November 28th, 2023]
- Who are the leading innovators in vehicle digital twins for the ... - just-auto.com - November 28th, 2023 [November 28th, 2023]
- How Virtual and Augmented Reality Are Redefining Construction - TimesTech - November 28th, 2023 [November 28th, 2023]
- Virtualware Appoints VRARA's John A Cunningham to Advisory Board - XR Today - November 28th, 2023 [November 28th, 2023]
- University Project Aims to Dissolve Borders Between Virtual and ... - XR Today - November 28th, 2023 [November 28th, 2023]
- Are real cadavers better than virtual ones? - Slate - November 28th, 2023 [November 28th, 2023]
- Samsung Glasses could be the name of a new pair of Samsung ... - TechRadar - November 28th, 2023 [November 28th, 2023]
- The Best Augmented Reality Accessories for AR Immersion - XR Today - November 28th, 2023 [November 28th, 2023]
- The best VR apps for 2022 | Digital Trends - February 18th, 2023 [February 18th, 2023]
- What is virtual reality? - TechTarget - February 18th, 2023 [February 18th, 2023]
- Forget the metaverse, Sony's PlayStation VR2 will make you a virtual reality believer again - British GQ - February 18th, 2023 [February 18th, 2023]
- Time to play! New virtual reality gaming coming to Northern Virginia - WUSA9.com - January 31st, 2023 [January 31st, 2023]
- Virtual reality training content launched for footwear and leather sector - The Hindu - January 31st, 2023 [January 31st, 2023]
- Texas A&M researchers are using multisensory virtual reality to help NASA astronauts - KAGSTV.com - January 31st, 2023 [January 31st, 2023]
- Hollywoods Virtual Reality Guru and American Millionaire Expanded His Soccer Portfolio to Europe With a Deal Worth $940 Million - EssentiallySports - January 8th, 2023 [January 8th, 2023]
- TikTok owner ByteDance takes first step into virtual reality with ... - December 26th, 2022 [December 26th, 2022]
- Virtual Reality inspires students to think about long-term careers - Turn to 10 - December 21st, 2022 [December 21st, 2022]
- Virtual Reality Arcade with Best VR Game Experiences - Main Event - December 12th, 2022 [December 12th, 2022]
- Virtual Reality - reddit - November 16th, 2022 [November 16th, 2022]
- The Future Of Virtual Reality (VR) - Forbes - November 16th, 2022 [November 16th, 2022]
- Virtual Reality (VR) For Professional Workflows | NVIDIA - October 28th, 2022 [October 28th, 2022]
- Virtual reality in fiction - Wikipedia - October 28th, 2022 [October 28th, 2022]
- Meta will release a new consumer-grade VR headset next year - TechCrunch - October 28th, 2022 [October 28th, 2022]
- Virtual Reality [VR] Market Size & Share | Forecast Report, 2029 - October 25th, 2022 [October 25th, 2022]
- Virtual Reality in the Healthcare Industry - VISUALISE - October 25th, 2022 [October 25th, 2022]
- Virtual Reality vs. Augmented Reality vs. Mixed Reality - Intel - October 25th, 2022 [October 25th, 2022]
- Applications Of Virtual Reality - Virtual Reality Society - October 25th, 2022 [October 25th, 2022]
- The Global Augmented Reality & Virtual Reality In Manufacturing Market size is expected to reach $27.9 billion by 2028, rising at a market growth... - October 25th, 2022 [October 25th, 2022]
- We Met in Virtual Reality Explores the Potential of the Metaverse - Seven Days - October 19th, 2022 [October 19th, 2022]
- What If the Metaverse Is Better Without Virtual Reality? - WIRED - October 19th, 2022 [October 19th, 2022]
- XRHealth and HTC Introduce The First Distraction Therapy Virtual Reality Platform to Improve Patient Experience During Painful or Anxiety Provoking... - October 19th, 2022 [October 19th, 2022]
- Department of Corrections Introduces Virtual Reality Technology to Augment Programming for Incarcerated Parents and Their Children - Pennsylvania... - October 19th, 2022 [October 19th, 2022]
- Arden Bendler Browning conquers virtual reality, Luve More LC + Thinkers Makers Society, and opportunity - theartblog.org - October 19th, 2022 [October 19th, 2022]
- How Virtual or Augmented Reality Can Help Your Packaging Line - Packaging Digest - October 19th, 2022 [October 19th, 2022]
- A marriage of virtual reality and physical therapy: Immergo Labs emerges from its UCSC roots - Lookout Santa Cruz - October 19th, 2022 [October 19th, 2022]
- Senior living residents explore the world through virtual reality - Rocky Mountain PBS - October 19th, 2022 [October 19th, 2022]
- Orthopedic Residency Program and PrecisionOS Team up For Exclusive 3-Year Collaboration: Virtual Reality Development and Curriculum Integration - PR... - October 19th, 2022 [October 19th, 2022]
- 6 Insightful Construction XR Cases to Read in 2022 - XR Today - October 19th, 2022 [October 19th, 2022]
- Video footage emerges from an MMA event that put virtual reality users into the thick of the fighting action - Yahoo News - October 19th, 2022 [October 19th, 2022]
- Carmack: Theres a bunch that Im grumpy about in virtual reality - Ars Technica - October 19th, 2022 [October 19th, 2022]
- The Peripheral Co-Creator on the Shows Line Between Reality & Virtual Reality - TV Insider - October 19th, 2022 [October 19th, 2022]
- Clarkson's Dr. Dana Barry Gave a Presentation at International Conference in Italy - Clarkson University News - October 19th, 2022 [October 19th, 2022]
- Apple VR glove with finger- and hand-tracking patent hints at companion accessories for the "Reality Pro" headset - Notebookcheck.net - October 19th, 2022 [October 19th, 2022]
- Virtual reality spectacle of 2010 sockeye run returns to Shuswap Salmon Arm Observer - Salmon Arm Observer - October 19th, 2022 [October 19th, 2022]
- The virtual reality push brings together Microsoft, Meta and the art of war - Stuff - October 19th, 2022 [October 19th, 2022]
- What Is Virtual Reality All About? - Oculus VR - September 20th, 2022 [September 20th, 2022]
- What Is Virtual Reality? | Tech & Learning - September 20th, 2022 [September 20th, 2022]
- 10 Advantages And Disadvantages Of Virtual Reality (2022) - September 20th, 2022 [September 20th, 2022]
- Insights on the Tactile Virtual Reality Global Market Research Report to 2027 - Growing Advancements in Virtual Reality Products & Rising... - September 20th, 2022 [September 20th, 2022]
- Each guest experience will be different: VR and the future of theme parks - The Guardian - September 20th, 2022 [September 20th, 2022]
- Get your own personal holodeck with the HP Reverb G2 VR headset, now over $100 off at Amazon - Space.com - September 20th, 2022 [September 20th, 2022]
- Highway workers got a dose of virtual reality to help keep them safe - WVXU - September 20th, 2022 [September 20th, 2022]
- IDC Tracker Sees a Long Road Ahead for Augmented Reality Headsets - Business Wire - September 20th, 2022 [September 20th, 2022]
- Anti-virtual reality note included with Northeastern explosive package - GBH News - September 20th, 2022 [September 20th, 2022]
- Virtual Reality (VR) Headset Market Projected to Hit USD 57.65 Billion at a 28.50% CAGR by 2030 - Report by Market Research Future (MRFR) -... - September 20th, 2022 [September 20th, 2022]
- Perspectus and The University of Charleston Offer Next Generation Virtual Reality Education Lab - Business Wire - September 20th, 2022 [September 20th, 2022]
- Virtual reality: Veteran on virtual trips around the world - VA News - Veterans Affairs (.gov) - September 20th, 2022 [September 20th, 2022]
- Malden Dancer Part Of Upcoming Augmented Reality Dance Project - Patch - September 20th, 2022 [September 20th, 2022]
- Cognitive load, fatigue and aversive simulator symptoms but not manipulated zeitgebers affect duration perception in virtual reality | Scientific... - September 20th, 2022 [September 20th, 2022]
- The Joys and Horrors of Virtual Reality in Anime - Otaku USA Magazine - September 20th, 2022 [September 20th, 2022]
- Robot skull measures VR and AR headsets from any angle - MIXED Reality News - September 20th, 2022 [September 20th, 2022]
- Why VR could be the new dawn of pain, anxiety management - MedCity News - September 20th, 2022 [September 20th, 2022]
- Disney Releases First AR Short Film; Is Virtual Reality the Future of Streaming at Disney+? - The Streamable - September 20th, 2022 [September 20th, 2022]
- virtual reality gaming (VR gaming) - WhatIs.com - September 2nd, 2022 [September 2nd, 2022]
- Worlds Most Immersive Virtual Reality Experience, Sandbox VR, is Coming Soon to Park Meadows - Yahoo Finance - September 2nd, 2022 [September 2nd, 2022]
- Virtual Reality Becomes Actual Reality for Title I Schools Across the Nation - PR Newswire - September 2nd, 2022 [September 2nd, 2022]
- Why is VR so important to the metaverse? - Verdict - September 2nd, 2022 [September 2nd, 2022]
- Worldwide Virtual Reality in Gaming Industry to 2027 - Rising Research Activities in the Field of VR is Driving Growth - Yahoo Finance - September 2nd, 2022 [September 2nd, 2022]
- Clocking In at the Virtual Reality Kmart - WIRED - September 2nd, 2022 [September 2nd, 2022]
- Virtual Reality Market to Register Impressive Expansion of - GlobeNewswire - September 2nd, 2022 [September 2nd, 2022]
- Welcome to the iDome: Concept offers virtual-reality riding therapy without a headset - Horsetalk - September 2nd, 2022 [September 2nd, 2022]
- Virtual Reality for Diversity and Inclusion - ATD - September 2nd, 2022 [September 2nd, 2022]
- Meta's 'Project Cambria' Virtual Reality Product to Launch This Fall - The National Interest Online - September 2nd, 2022 [September 2nd, 2022]
- Could virtual reality be the future of poultry health? - Food Safety News - September 2nd, 2022 [September 2nd, 2022]
- Virtual Reality: Taking the Online Dating Game to New Heights - TechSpective - September 2nd, 2022 [September 2nd, 2022]
- POSITIVE VIBES: The positive vibes of virtual reality - Finger Lakes Times - September 2nd, 2022 [September 2nd, 2022]
- Planning Commission to hear request for virtual reality arcade in downtown Carson City - Carson Now - September 2nd, 2022 [September 2nd, 2022]
- The Impact of Augmented Reality on the Gaming Industry in India - GLYFE Nation - September 2nd, 2022 [September 2nd, 2022]
- Oshkosh PD: Virtual reality simulator is proving to be a useful tool - WGBA NBC 26 in Green Bay - September 2nd, 2022 [September 2nd, 2022]