Virtual reality – the technology that changed the interaction between consumers and brands

Publicat de : Alina Stanciu

Data: 10.08.2016

What is virtual reality?

We could say that virtual reality refers to computer technologies that use software to generate realistic images, sounds and other sensations that replicate a real environment (or create an imaginary setting), and simulate a user's physical presence in this environment, by enabling the user to interact with this space and any objects depicted therein using specialized display screens or projectors and other devices. But in fewer words, and also true is that virtual reality is every brand’s dream come true. Virtual reality pushes you to connect. It is exactly what you have to wish for your brand, says Matt Littler from Brandwidth.

When you interact with virtual reality you have no other way but to connect and get involved. The VR experience was described by users as surprising, revealing, magic and shockingly real. No other technology has succeeded to offer such a convincing adventure to the consumer and his senses and make  him believe that he really is in another dimension.

Virtual reality in branding

Nokia promotes its virtual reality camera by saying - See how Nokia OZO connects your brand with audiences from every angle. 

VR Mobile apps are getting more and more attention from brands. In 2015 Discovery launched Discovery VR app. This app permits users to watch 360 degrees videos through which they can virtually experiment backstage moments from Discovery’s TV shows or from different parts of the world. The app has been downloaded 800.000 times around the world without any advertising. And this year, the number of downloads doubled.

Samsung has used virtual reality technology in the #BeFearless campaign to help people reduce their fear of heights and of public speaking. Through this campaign, Samsung has found a very good method of promoting its products and, in the same time, be close to people and their daily problems.

eBay has revolutionized online shopping by creating the first virtual reality store in the world. With just one look you can see thousands of products and you can choose whatever it fits you. Users select areas of interest, and the experience is built around the choices. As you move through, selecting or rejecting items, the store's algorithm should further adapt to what it thinks users might like. In the near future, eBay will extend this platform and the user will be able to shop with his friends and to try clothes without being in the store.

We quickly understood the benefits and the power which VR has in the promotion process. That is the reason why we advised our clients to follow this lead.

In March, we created the concept of the project We Love Your Smile for the Dental One clinic. The clinic’s patiens could experiment virtual reality during the consultation and in the waiting room making the visits to the dentist more pleasant. The patiens quickly forgot about the stress and the fear which are very common in this situation.

To us, this is just the beginning. Some projects that are based on virtual reality are a work in progress.

How to use virtual reality in promoting your brand?

Here are the things that you should now before using virtual reality for promoting your brand: know your audience, try to imagine what would motivate them to be a part of your brand’s story. Use creativity and pick content that highlightens the benefits of your brand and what is different about it. At the end of the day, you will have a more connected audience that will be more eager to try the new experience that your brand will have to offer.