At Goafest 2017, Rod Findley, Executive Creative Director at C2K Communications, shared his thoughts on how new concepts like Virtual Reality (VR), Augmented Reality (AR), and Mixed Reality (MR) can provide marketers a new way to beat the clutter in a noisy marketplace.
“Mobile and online are the dominant new forms of communication today. What you need is something that gives an engagement spike to your brand,” he said. He also addressed, what he calls, the misconception that VR and AR equipment are bulky. “It was not too long ago that mobile phones were also bulky. Brands need long-term strategic investment for effective engagement of immersive technology,” said Findley.
According to him, the seven drivers of a great Virtual Reality experience are immersiveness, interactivity, memorability, discoverability, empathy, proxy for real life, and novelty. “I would also add an eighth driver, which is scalability. Intrinsically, VR is a solo experience. How can a marketer extrapolate it and take it to the next level? When you create a VR experience, also create an app because it can be shared. It is also important to think about how it can be scaled,” he said.
He also explained that the drivers for all three formsare not the same. For example, he pointed out that VR is not great for giving out information whereas AR and MR are. On the other hand, AR is not immersive, while the other two are.
His final advice for marketers was, “Think about the goal, the story you want to tell, and the engagement you want for your brand. Don’t think about this (VR, AR, or MR) as a gimmick.”