06 Jun Virtual Reality Immersion for Brands
Recently, Futurus participated in the latest event from the Technology Association of Georgia’s Digital Media and Entertainment society. One of our favorite subjects, virtual reality (VR), was the belle of the ball as industry leaders from around Atlanta spoke on a panel, which I had the pleasure of moderating. I was joined by thought leaders from Make-A-Wish Georgia, LionStar Films, Foundry 45, and You Are Here – all of which are currently working in the VR space. Over 100 attendees sat in on the Wednesday-evening talk about brand experience, innovation and creative solutions using virtual reality.
Shaping the future of marketing.
One of the hot topics of the evening was how virtual reality can be used for marketing. The greatest asset we have with VR technology is the ability to transport people to another environment. This allows the full accessibility of an on-site tour or deep dive into how a product is made, all within a head mounted display. While we can create a compelling experience to solve an existing problem or introduce someone to a new world, we also have an ace up our sleeve. Novelty. The technology is still new enough that a brand not only gets the functionality of the experience but also the buzz that goes along with emerging media. The panel discussed how brands that are adopting early get this added bonus, which pushes a properly managed campaign even further than if they had not chosen to utilize VR.
Virtual reality for good.
As the panel warmed up, and attendees were starting to realize this platform wasn’t just for gaming, we got onto the subject of VR for good. Make-A-Wish Georgia recently created the first ever virtual reality wish, granting a young boy the chance to go to Saturn. I spoke about the work that Futurus did last year bringing music therapy experiences in VR to the VA hospital. There are so many ways that virtual reality can be used to help people of all ages and backgrounds. In the Atlanta community, there are also organizations that are introducing this technology to a younger generation. At Futurus, we have personally worked with re:Imagine/ATL and ChickTech Atlanta to bring 360 video production workshops to kids who may or may not yet have an interest in STEM. Bottom line, exposure is the key and whether it’s creating an experience to help someone, or educating the next crop of diverse talent, it’s important.
Fantastic vs. realistic.
With such powerful technology comes responsibility in content creation. We have the tools and ability to make anything imaginable, so how do we know when to reign it in. For most panelists, it came down to the individual project. If a brand is interested in a true-to-reality representation of their product, production may go the 360 video route. For an experience taking the user to outer space, the content creator must rely more heavily on a computer generated world. For many experiences relating to brands, it’s a fine balance between the two. Taking a 3D modeled grocery store, for example, and implementing fine tracking to understand the shopper experience is something that we, at Futurus, have been working on. We use something familiar and realistic to the user, and apply the fantastic capabilities of virtual reality tracking to find a better way to test product layout and package design. It’s examples like these that can bring virtual reality out of the “gaming” preconception and into other verticals.
Overall, the event was a success. Attendees had the opportunity to ask questions to the panelists, meet and greet post-event and spirits seemed high. My hope is that we have created virtual reality believers out of many (if not all) in the room. Thanks to Media Frenzy Global and Digital Glue for sponsoring food, General Assembly for sponsoring the venue, and Futurus (yes, I’m shouting out to myself) for sponsoring drinks. Stay tuned for our next speaking engagement by following us on Twitter @thefuturus.
