Virtual reality is a must-have for those serious about the next wave of digital video.
Virtual reality (VR) puts fans and audiences at the center of the experience, allowing for more engaging and exciting content. From a brand perspective, VR creates many new opportunities to connect with their audience, play into public interest and pull more attention to their message. Brands ready to get on board with this new trend can do so with celebrity marketing.
VR is a three-dimensional, computer generated environment that allows the user to immerse him or herself into a visual world and interact within the environment. With new innovations such as the Oculus Rift, Google Cardboard headsets and YouTube 360 degree video, virtual reality allows for immersive, digital storytelling that was not possible only a few years ago. There are many different possibilities for virtual reality, and brands have only just begun to take advantage of it.
Augmented and virtual reality is a big trend, gaining a significant amount of media and public attention. Anything having to do with VR seems to get favorable attention, including apps and YouTube videos. YouTube celebrities such as Casey Neistat and Louis Cole have taken advantage of the trend with 360 degree videos at events like the Oscars and places like Sierra Leone, Africa. Even YouTube itself has started live streaming events in 360. Apps such as Pokémon Go have taken the world by storm, earning up to $1.6 million daily. People who have been quick to jump on the trend have seen many favorable results.
A few brands have jumped on the trend as well, looking to the immersive experience as a way to attract attention and create meaningful experiences. The New York Times took advantage of virtual reality by sending over one million Google cardboard headsets to subscribers, and is now working with advertisers to create content to work alongside The Times’ VR videos. Etihad Airways has worked with Nicole Kidman to create a virtual reality experience for anyone on board Etihad’s A380. Both of these brands are creating unique experiences for their customers, and connecting with them in a way that is innovative and unique.
Entertainment and marketing are two natural fits for virtual reality, which makes celebrity marketing perfect for this new trend. A celebrity has the ability to deliver a message uniquely, creating attention and recognition that cuts through the clutter consumers deal with on a daily basis. We will likely start to see brands giving audiences a front-row seat to a Beyoncé concert or the Super Bowl through virtual reality, but the opportunities don’t have to end there. There are many possibilities with virtual reality, and it is a must-have for brands looking to tap into something new and innovative.
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