social virtual reality - pubcon 2016
TRANSCRIPT
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@giovanni | 469.682.6978 | gallucci.net | [email protected]#pubcon
Social Virtual Realitygiovanni gallucci | gallucci.net
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@giovanni | 469.682.6978 | gallucci.net | [email protected]#pubcon
What Is VR?• Virtual Reality (VR): The use of
computer technology to create a simulated environment.
• Unlike traditional user interfaces, VR places the user inside an experience.
• Instead of viewing a screen in front of them, users are immersed and able to interact with 3D worlds.
• 180
• 360
• 3D
• AR
• augmented reality
• immersive
• virtual reality
• VR
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@giovanni | 469.682.6978 | gallucci.net | [email protected]#pubcon
What Are We Talking About Today?Using 360 Video For Social Marketing
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@giovanni | 469.682.6978 | gallucci.net | [email protected]#pubcon
Why VR for Social?
It helps solve a number of problems social media marketers
have around engagement and awareness.
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@giovanni | 469.682.6978 | gallucci.net | [email protected]#pubcon
Immersive – users wearing a headset are completely immersed in the content. No distractions and 100% attention on the message.
#pubcon
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@giovanni | 469.682.6978 | gallucci.net | [email protected]#pubcon
Engaging – users wearing a headset or watching on a
desktop or mobile device are physically engaged in the content like never before.
#pubcon
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@giovanni | 469.682.6978 | gallucci.net | [email protected]#pubcon
Impactful – the intensity of a VR experience is greater than “2D” video. VR video generates strong emotions in its viewers which are linked to real
behavior change.
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@giovanni | 469.682.6978 | gallucci.net | [email protected]#pubcon @giovanni | 469.682.6978 | gallucci.net | [email protected]#pubcon
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@giovanni | 469.682.6978 | gallucci.net | [email protected]#pubcon
“Oh my God, don’t take me out…”
“I’m ON the stage!”
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@giovanni | 469.682.6978 | gallucci.net | [email protected]#pubcon
Memorable – our brains are built to remember events linked to locations
and strong emotions. VR video experiences leave a heavier
footprint in the audience’s memory.
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@giovanni | 469.682.6978 | gallucci.net | [email protected]#pubcon
Novel – High media and public interest in VR.
Early adopters benefit from media exposure.
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@giovanni | 469.682.6978 | gallucci.net | [email protected]#pubcon
•What I looked for in new VR implementations for digital campaigns:•Different sectors in multiple industries•Creating new/exciting ways for users to interact with their brands
•Some stuff I’ve worked on
Examples Of Marketing Activations Using Virtual Reality
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@giovanni | 469.682.6978 | gallucci.net | [email protected]#pubcon
TheTeleporter
@giovanni | 469.682.6978 | gallucci.net | [email protected]#pubcon
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@giovanni | 469.682.6978 | gallucci.net | [email protected]#pubcon
Marriott – The Teleporter• Oculus Rifts, heaters and wind jets to take users on a
trip to Hawaii or London from New York City.
• Helps position Marriott as a forward looking and relevant brand in the market.
• Combines visuals with the other senses, going beyond what it possible by just showing a 360 video.
• More than a one-off gimmick. Can be core to a marketing strategy when used properly.
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@giovanni | 469.682.6978 | gallucci.net | [email protected]#pubcon @giovanni | 469.682.6978 | gallucci.net | [email protected]#pubcon
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@giovanni | 469.682.6978 | gallucci.net | [email protected]#pubcon
Patron – The Art of Patron
@giovanni | 469.682.6978 | gallucci.net | [email protected]#pubcon
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@giovanni | 469.682.6978 | gallucci.net | [email protected]#pubcon
Infiniti Driver’s Seat VR
@giovanni | 469.682.6978 | gallucci.net | [email protected]
TRIGGER WARNING#pubcon
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@giovanni | 469.682.6978 | gallucci.net | [email protected]#pubcon @giovanni | 469.682.6978 | gallucci.net | [email protected]#pubcon
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@giovanni | 469.682.6978 | gallucci.net | [email protected]#pubcon @giovanni | 469.682.6978 | gallucci.net | [email protected]#pubcon
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@giovanni | 469.682.6978 | gallucci.net | [email protected]#pubcon @giovanni | 469.682.6978 | gallucci.net | [email protected]#pubcon
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@giovanni | 469.682.6978 | gallucci.net | [email protected]#pubcon @giovanni | 469.682.6978 | gallucci.net | [email protected]#pubcon
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@giovanni | 469.682.6978 | gallucci.net | [email protected]#pubcon @giovanni | 469.682.6978 | gallucci.net | [email protected]
The Traditional TV Commercial Reimagined in 360
#pubcon
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@giovanni | 469.682.6978 | gallucci.net | [email protected]#pubcon @giovanni | 469.682.6978 | gallucci.net | [email protected]#pubcon
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@giovanni | 469.682.6978 | gallucci.net | [email protected]#pubcon
BMW - GiGi
@giovanni | 469.682.6978 | gallucci.net | [email protected]#pubcon
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@giovanni | 469.682.6978 | gallucci.net | [email protected]#pubcon
Start Cheap & Experiment
$350 $500$350 $500? $5000
RicohTheta S
360fly4k
Samsung Gear VR
Kodak PixPro 4KVR360
GoProOmni
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@giovanni | 469.682.6978 | gallucci.net | [email protected]#pubcon @giovanni | 469.682.6978 | gallucci.net | [email protected]#pubcon
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@giovanni | 469.682.6978 | gallucci.net | [email protected]#pubcon
It doesn't need to be a blockbuster
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@giovanni | 469.682.6978 | gallucci.net | [email protected]#pubcon
Set expectations internally and externally, expect the unexpected & plan ahead
@giovanni | 469.682.6978 | gallucci.net | [email protected]#pubcon
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@giovanni | 469.682.6978 | gallucci.net | [email protected]#pubcon
You don't know VR unless you've tried VR
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@giovanni | 469.682.6978 | gallucci.net | [email protected]#pubcon
You’re gonna need a bigger
boat
@giovanni | 469.682.6978 | gallucci.net | [email protected]#pubcon
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@giovanni | 469.682.6978 | gallucci.net | [email protected]#pubcon
It's a bucket-list
activity.Make it special
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@giovanni | 469.682.6978 | gallucci.net | [email protected]#pubcon
There are very few rules but the most important rule:
Plan in real reality…then double it
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@giovanni | 469.682.6978 | gallucci.net | [email protected]#pubcon
Be ready, get on site early, make mistakes, work hard, have fun, be creative, learn from your mistakes,
stay late, and blow peoples’ minds!
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@giovanni | 469.682.6978 | gallucci.net | [email protected]#pubcon
Thank Yougiovanni gallucci
twitter: @giovanniinstagram: @giovanni.gallucci
web: gallucci.net
Get the slides and videos at http://gallucci.net/pubcon