Significant examples of VR/AR Technologies in Marketing
Marketing, VR / AR26 June 2019
Previously we figured out what VR technology is and why we shouldn’t be scared of it. But rather love it.
No doubt that technologies penetrated deeply in our everyday life and we cannot imagine coming out of a home without smartphones. That is why a business should use this unity with technologies as another opportunity to engage with their customers. And the best way to do it is, of course, through marketing. So let’s find out when and how to use VR and AR technologies in marketing and how it helps to boost the revenue growth.
High-value commodities are easier to sell with VR/AR technologies
As known high-value goods need huge marketing strategies to attract customers to the purchase. This includes brand building, social activity, advertisement. Each company strives to bring something new in marketing strategy, in order to impress customers and, as a result, to get a higher profit.
Now, imagine that your client can walk in an apartment you sell with full immersion into its atmosphere and interior. Or you give consumers the opportunity to have a test-drive of a car, so they are able to understand how it acts in different situations on a road. And you do this without actually providing the real flat or car, but the application. The VR application. These examples just show possible ways for Virtual Reality to bring a customer closer to the purchasing, hence, you need less marketing efforts further.
Actually, such cases already exist and they are successful.
Just remember the stunning success of Volvo’s test-drive app, that allowed people with no direct access to a dealer, try to drive a car using Google Cardboard and their own smartphone.
Or the Food Sorting machine recently produced by VERYX who created a VR explaining demo of the product that helps customers fully understand what is this machine for and if they need to spend that much.
Perhaps, you’ve heard of other examples. Why haven’t you added VR technology into your marketing strategy yet?
Make your marketing campaigns more viral with VR technology
Undeniably, viral marketing is one of the most effective and quick ways to spread information about company services, products, promotions. In social media, content spreads extremely fast enabling catchy, unique content reach thousands of people within minutes.
It is pretty transparent how to implement viral marketing with usual content such as videos, photos, text, memes.
And what about VR in this situation?
Let’s figure out how to improve your marketing strategy using VR technologies through the existing examples.
The most known example is The New York Times VR campaign addressed to acute social problems. They presented Cardboards to people who agreed to get their Sunday delivery. Together with the Cardboard, customers got a 360º degree social movie about children-refugees from different countries, so that he or she could feel deeply the consequences of war. The video has become very popular in Social Media and it got more than 350k views on YouTube.
Here are some points you need to follow in order to create a viral VR marketing campaign:
- Come up with an idea of what specific and unique feature you can provide to customers with your product or service;
- Think what unusual emotions, associations, and feelings your product or service can elicit in a customer;
- Decide what VR format would help express your idea in the most interesting way (a short game, a simulation, a video, etc.);
- Find a qualified team of experienced VR experts that is able to make your idea come true.
AR features and characteristics in marketing campaigns
AR is another great innovative technology, that’s constantly growing every day. In a nutshell, let’s figure out what AR is and how it differs from VR.
AR is Augmented Reality meaning that our reality is complemented by virtual elements. The main difference from VR technology is that AR doesn’t require to wear a headset or to use any additional tools but a smartphone.
As for AR in marketing, companies invent more and more clever ways to interact with their customers and to attract new ones. Simple AR games, fitting rooms, virtual menu, a list of AR possibilities for marketing can be continued for long.
There is a great example of Ikea Place – an AR application where a customer can fill his or her room with virtual furniture from Ikea shop and check if it suits. Furthermore, it helps to get information about sizes, colors, forms of both interior and furniture.
Or the recent interactive example of Timberland marketing campaign in Madrid, where people plays with a huge Timberland boot just in the center of the city. They put a huge LED-screen which was an AR-mirror so that people could see themselves and toss the boot jumping. In the end, a slogan of a new shoe collection appeared on the screen. 22k of people enjoyed it, so the campaign worked excellently.
Enable customers to try your goods through AR application and they will have no chance but to buy it in real life. This is also a great chance to beat competitors in times of overcrowded market.
Unity as the most profitable technology for a successful VR/AR marketing campaign
At the moment Unity is the most popular engine for the AR/VR development. And it is for a reason.
First of all, Unity is a cross-platform tool, which means the content can be developed for more than 20 platforms (such as iOS and Android Google Cardboards, PC, Mac, PlayStation, Oculus Rift etc.) with lowest configurations. It saves time, costs, efforts.
Secondly, Unity’s Asset Store is huge so developers can easily find needed plugins and assets. With this remarkable advantage, it’s possible to create high-quality projects in less time and to use the vast range of possibilities to satisfy customers’ demands.
Thirdly, Unity is integrated with Vuforia – a popular platform for AR app development. It helps to link digital content to specific objects and environment.
Also, there is a new way for businesses to promote their products using Unity ads. With total immersion into the product, it provides a new opportunity to create a gripping story about the brand. Nevertheless, marketing professionals should be careful to avoid imposition and, accordingly, a habitual reaction to an advertisement.
Therefore, Unity has dozens of advantages to being used for VR/AR creation both from the developer and client perspective. It is another direction for developing business and drawing customers attention.
Never stop searching for new ideas, they often reside on the bleeding edge of the Internet and Technology.