10 vr tips for experiential marketing at retail, trade & event spaces
TRANSCRIPT
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10 Tips for VR in the Retail, Trade & Event Spaces
John BuzzellEVP Digital & Innovations, If/Then
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who?
what?
why?
tips for effective VR for marketing at retail, trade shows, and events
brands marketing with VR and developers with VR demos
maximize ROI … and manage expectations.
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experience is a good teacherplatforms brands venues
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is VR worththe effort?
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attractive? engaging?+ memorable?+ bestexperience
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use VR for the right reasons
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engagementGOOD reasons to use VR:
Attract
TransactMeasure
&Optimize
EngageBuild
Loyalty√ presence
√ connection
√ memory
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transactionBAD reasons to use VR:
Attract
TransactMeasure
&Optimize
EngageBuild
LoyaltyX reading
X typing
X accuracy
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durabilityreach vs. quality
choose the right technology
backupscontent
distribution logistics
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follow best practices for vr
Good documentation out there from Oculus, Epic, others
test on newbies
avoid quick cuts
avoid cinematiccameras
don’t shake the camera
slowyour roll
camera height
real-world scale
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keep it short & clear
3-4 minutesmax
Include cues at start, end
worth the wait
VR only part of the UX
tell them what’s next
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security in VR activations
generalconcerns CTIA image showing
female guest withpurse in lap
guestsecurity
devicesecurity
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test, test, test. (test again)
mobile VR
• we develop on new hardware, but users have old hardware
• latency is nauseating
• variation across devices, models, versions
• stress test
• test across GPUs
• storage, memory
room-scale VR
• still lots of newbies. test on them.
• simulation sickness is real. test across age & vision
• no clear UX paradigm
users
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Anticipate Barriers
societalhygiene
safety security
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assume everyone’s a VR n00b1. Be patient & gentle
2. Explain what will happen
3. Tell them how it works
4. Stay with them for a minute
5. Monitor their progress
6. Get feedback
7. Remind on message, suggest conversion
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VR isn’t immediately intuitive. guide them.
establish the UX
establish the
narrator
lots of good cues
manage expectations
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The Line is Your Friend
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summary: 10 VR tips for brands
use VR wisely
choose the right tech
follow best practices
short & clear story
manage security
test, test, test again
anticipate barriers
assumenewbies
guide users
leverage the line
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bonus tip: need help? find a real partner
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Thanks!10 Tips for VR at Retail, Trade & Events
John BuzzellEVP, Digital & InnovationsIf/Then
Get these tips:
www.gdcvault.comGot questions?
[email protected]@buzzerwww.linkedin.com/jbuzzell