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