The mention of Virtual Reality (VR) always makes for buzzworthy news in social media marketing. Many would agree that it has the potential to shake up the social media experience for both consumers and marketers. VR definitely gained attention when Facebook acquired company Oculus VR for $2 billion, and a new study says that people are more likely to buy from brands that use virtual reality. But despite the hype, many are still confused or unaware of what exactly it is.
Mashable defines VR as “a fully immersive computer simulated environment that gives the user the feeling of being in that environment instead of the one they’re actually in.” One of the most popular ways to experience VR is through a headset. It can be elaborate and pricey, such as the Oculus Rift headset, or more entry-level like Google Cardboard, which lets people use their smartphone.
So now that we understand what VR is and how to experience it, what are brands doing to connect with users on social media? Here are a few examples. Though it would be ideal to view these YouTube videos with at least a Google Cardboard device, you can still watch them in your web browser to get an idea of the experience.
The shoe company took users to a remote village in Peru where they could experience a giving trip. Kids then appeared, happy and grateful for the arrival of the volunteers. The children weren’t just happy about the shoes; they were also happy that the volunteers played with them, interacted with them, and got to know them. The immersive experience allowed for incredibly emotional storytelling.
Mercedes showed off its latest SL model with a virtual drive on the Pacific Coast Highway in California. During the drive, users were able to look around the interior of the car, peer up through the sunroof, and watch as the car navigated the road. When transitioned to convertible mode, a glance to the right revealed the Pacific Ocean.
To plug its new Filled Cupcake Flavored cookies, Oreo created an animated virtual world that took users through a mystical fantasy land complete with milk rivers and chocolate canyons. The video has over 3 million views on YouTube and counting.
XFINITY & NASCAR
XFINITY simulated the intensity of being immersed in a real NASCAR race by putting the user right in the action: as a spectator, at a pit stop, on the back of a racing car, and inside a car alongside the driver. It’s definitely one of the most intense, spectacular uses of VR by a brand.
Other notable brand examples to check out:
With these examples in mind, it appears that the possibilities are endless. But what is important to note is that a brand’s VR video must have a purpose, be entertaining and/or emotional, be truly immersive, and definitely utilize the technology properly.