virtual reality for marketers - milwaukee•consumer 360-degree camera •next-gen phones will...

Virtual Reality for MarketersAPRIL 28, 2016

• What is VR?

• How is it being used today?

• Bringing a VR project together

• What we’ve learned

• Try it yourself!

VR 101

KEY CONCEPTS

VR 101

WHAT IS VIRTUAL REALITY?

Technology that simulates a physical presence in the real (or imagined) world.

VR 101

360 Degree

Photo

360 Degree Photo

360 Degree

Video

360-degree Video

Virtual Reality

(VR)

Virtual Reality

Augmented Reality

(AR)

Augmented Reality

Mixed Reality

(MR)

True Virtual Reality

HOW DOES IT WORK?

VR 101

“Stereoscopic”

Bullet one goes here

Bullet two here

Bullet three will go here

THE EQUIPMENT

VR 101

• Hold up your phone and move around

• Drag your mouse around a 360-degree video

Phone, Tablet or Laptop

• Cheap

• Snap in your phone

• Available now from Google, Samsung … Apple soon

Basic Headset

Bullet one goes here

Bullet two here

Bullet three will go here

• Plug into a high-end computer

• Provide the most realistic environment

• Best for trade shows

Dedicated VR Headset

VR Headset + Controller + Camera

Augmented Reality Helmet

HOW IS VR CREATED?

VR 101

• DIY with a phone app

• Consumer 360-degree camera

• Next-gen phones will support 360-degree video

Do it yourself

• Professional-grade camera rig

• Google Jump

• Nokia OZO ($60k)

Pro 360-degree video

• Built by developers

• Use video game software

• Endless possibilities

Virtual Environments

TAKE-AWAYS

VR 101

• VR equipment is mass-market

• Your audience will soon have access

• Some equipment is cheap enough for give-away

Key take-aways

How VR is Used Today

Entertainment

50

• Gaming

• Sports

• Movies

• News

• Music Videos

Healthcare

51

• Surgical Training

• Mental Health

• Patient Therapy

Automotive

52

• Virtual Test Drive

• Walk Around

• User Experience

• Safety

Tourism

53

• Tour Destinations

• Couch Travel

• Virtual Room Tour

Education

54

• History Lesson

• Special Needs

• Fieldtrips

• Vocational Training

Skilled Trades

55

• Training

• Safety

• Efficient

Military/Law Enforcement

56

• Pre-Op Training

• Scenario Training

• Safety

Commerce

57

• Trends

• Retail Sales

• Product Demos

Advertising

58

• Media

• Experiential

• Brand

• Product Launch

SPROUT CONCEPT

Bringing a VR Project to Life

Consider VR when planning for …

New Product Launch Trade Show or Event

Retail, Corporate, or Museum Installation

Design/Sales Presentation Education/SimulationDigital Prototype

Brand/Product Promotions

1: Brainstorming

Internally

VR Developer

Define Strategy & Story

What is the most relevant way to tell the story and meet objectives?

What is the best use of the VR technology?

What type of VR and Hardware is best?

What fits your budget? (Features, type of VR, etc.)

Establish Objectives & Budget

Discuss VR Experience Possibilities

2: Define the experience

Proposal & Initial Storyboards

VR Developer

Written Narrative(s)

Client

Approves Proposal & Direction

Client

3: Bring it to life

Provides Assets to VR Developer

Client & VR Developer

Initial Asset Creation – Look Development

Client

Establish Timeline & Milestones

VR Developer

Specific copy, Brand Assets, Models, Information, etc.

Project Kick Off

Client Review

Client & VR Developer

Purchase/Gather All Hardware Needed

VR Headsets, PCs or Mobile Devices, Peripherals

4: Refinement

VR Developer

VR Developer

Prototype Development

Produce Alpha Build

Client Review

Client Review

VR Developer

Produce Beta Build

Client Review

VR Developer

Produce Final Build

Client Review

5: Deployment

Client & VR Developer

Client

Installation on Dedicated Hardware or App Publishing

Setup, Physical Installation, Mailers, Advertising

VR Developer

Provides Support per Initial Proposal

Varies based on project type

Setup, Installation, Tech Support

Key Learnings

• VR is expensive to produce

• Lots of moving parts

• Story needs to be told differently

• You need to provide the equipment

Acknowledge the challenges

• Be cautiously ambitious

• Focus on something small

• Tell a short story

It’s early – focus on experimentation

• People are interested

• First-mover advantage

Plan for VR future

• Stay true to the medium

• Know the partners and the players

• Don’t wait on the sidelines

• Shoot for mass appeal

• It’s here to stay

71

Key Learnings

“People remember VR experiences not

as a memory - but as something that

happened to them."

HAVE YOUR ‘WOW’ MOMENT

VR Try-Out