In this article, we will look at how brands are using VR in marketing campaigns, what devices will replace existing ones, and whether it is worth offering clients virtual reality projects if you work as an agency.

Virtual reality is far from a new technology, as with AR, there has been a lot of hype and lulls over the past 10 years, but nevertheless, VR has taken root well in the fields of education, entertainment, and marketing. We will talk about the last path the most.

VR and AR are becoming increasingly difficult to separate, but there is still a difference in the experiences themselves and in the approaches to using these technologies by businesses, so let's figure it out.

How and Why Brands Use VR in Marketing Communications

Adidas Terrex VR

It is difficult to find major brands in key consumer areas that have never implemented promotional campaigns or launched new products using virtual reality.

So Adidas used VR to give the audience the experience of climbing a mountain, Volkswagen and other car brands launched VR test drives, Merrell created an experience with a difficult trail, and McDonald's even turned a Happy Meal box into a design for cardboard VR glasses.

Happy Goggles - A virtual reality headset made from a Happy Meal Box

Most often, a brand has two main goals: a truly captivating experience and further coverage of publications about it.

Virtual reality makes it possible to immerse the viewer in the history or atmosphere of a product, and in some cases to experience the product in an interactive format. In this regard, creative teams can come up with a lot of possible mechanics and scenarios for such VR experiences. This is how test drives appear, stands involving the entire body of the viewer, sensors are connected to physical objects around the user, and even smells in space are synchronized.

VW test drive

Disney recently introduced a floor structure for virtual reality, namely, Disney engineer Lenny Smoot presented HoloTile - a prototype of a special coating that keeps the user in one place while walking. The development is planned to be used in virtual reality.

Disney engineer Lenny Smoot

HoloTile Disney

About storytelling in VR

Without good storytelling, most VR experiences will remain toys at the level of attractions in shopping malls.

The New York Times knows how to tell stories brilliantly in an immersive format. For many years, they have been releasing materials with AR/VR elements. These are 360 videos, AR data visualizations, pop culture stories and much more.

Showcasing 31 Published Experiments in AR Storytelling

Emperor is an interactive and narrative experience in virtual reality, which invites the user to travel inside the brain of a father, suffering from aphasia.

In general, the process of writing a good script in VR will differ slightly from the same process for video format, but there are still nuances.

Remember that in VR there are no restrictions on the view (unless they are specifically set), which means that the task of the scriptwriter, director and production team will also be to correctly hold and direct the focus of the viewer's attention.

To understand the basic principles of writing such scripts, it is enough to acquire a minimum of visual experience, this can be easily done by watching the work of VR directors from any festival.

Lessons from Auschwitz - VR project, children's reflection on the Holocaust

VOIC LAB producers have taken part in projects that have won major world festivals and competitions, received Webby, Cannes Lions and were finalists for Emmy awards.

Lessons from Auschwitz - VR project, children's reflection on the Holocaust

Devices that support VR Ads

A production studio will always come to your aid here, but to answer this question briefly - there are two main types of glasses: more mobile and with a lower degree of detail/realism of content, and the second, in which you can achieve higher resolution and level of 3D visualization, but they must be connected to a PC at the stand.

Promo video for Meta Quest 3 VR glasses

In general, it is a great practice to have one or two headsets on duty in the agency office, this greatly increases the team's visibility and allows you to quickly test the project at the development stage. We definitely recommend taking the new generation of glasses - Meta Quest 3. This is the perfect combination of price, quality and mobility.

Promo video for Meta Quest 3 VR glasses

Case examples

Stranger Things VR

Perhaps all VR advertising projects can be divided into two large groups:

The first ones are about a specific event or occasion, they are most often short, capacious, and aimed at users who visit the brand's location, and the brand provides VR glasses for viewing content.

The second ones are about long-term interaction, and are aimed at owners of VR headsets. Most often, these are VR games that can be found in app stores in the Oculus Store, SteamVR or PSVR.
For example, the VR game Stranger Things based on the series of the same name. This is exactly the second group.

Stranger Things VR

And some companies are going much further.

Audi has been working on its own XR platform, Holoride, for years, which aims to provide rear-seat passengers with virtual experiences. The company initiated the development of this platform back at CES 2019.

Audi Holoride

The new type of entertainment has won numerous awards. The tech entertainment startup Holoride has continued to develop the technology and commercialize it. After launching the platform in Germany in the fall of 2022, Holoride entered other European markets in early 2023.

Now let's imagine that you say:

Okay, VR experiences for one user can be beautiful and captivating, but what about the metaverse? After all, metaverse platforms often support VR mode, and there are many users, and brands have long been coming and building their digital offices!

McDonald's case on the Spatial platform

And you are absolutely right, let's look at a couple of such examples, and for now we will not touch on the topic of metaverses anymore, because we will dedicate a separate article to it.

Here is a cool example of McDonald's space, this is the Spatial platform, many users can be in the space at the same time, there is VR support, there are game quests and events.

Spatial platform

VR by H&M

This is another great way to communicate with the audience, as such platforms can support the simultaneous presence of users who have entered from completely different devices and browsers. So, while wearing a VR headset, you can meet and spend time with people who have entered the space via a smartphone or PC.

And here is a similar example of the H&M space.

VR by H&M

Hugo Boss Case

It is important to note that with the advent of VR experiences and metaverse platforms, fashion brands and stores have begun to actively use such methods of communication, and even make money from selling virtual items.

Hugo Boss Case

A 360° experience into Prada Mode Dubai

Some brands take a more conservative approach and do without any computer graphics, while remaining in the VR format.

We are talking about 360-shooting. This format also allows the viewer to immerse themselves in the atmosphere of the product in high quality, moreover, users who do not have VR devices can also get acquainted with the content by rotating the camera in the YouTube video, as in this Prada case.

A 360° experience into Prada Mode Dubai

This is what an offline stand with a VR experience might look like.

Offline stand from KFC with virtual experience

This year, KFC launched a VR game in Hong Kong that transports players into the brand’s world where they can earn real fried chicken by completing virtual tasks.

The Bucketverse VR game immersed players in a location inspired by modern-day Hong Kong where they were tasked with collecting virtual fried chicken. The more digital drumsticks they collected, the more real chicken they earned. According to the company, players had the opportunity to receive a $60 KFC voucher as a gift.

Moving away from the topic of marketing, virtual reality is also actively used by companies in the process of training employees. Digital experience allows you to simulate dangerous situations that are difficult to reproduce in real life, such as a fire or robbery.

On virtual simulators, employees hone their behavior patterns in emergency situations, learn soft skills, and practice public speaking.

VR training at Airbus

Key Considerations for Creating a VR Experience for Clients

1

Come up with mechanics that go beyond virtual reality.
Many memorable advertising cases included interaction with the real world: viewers walked on a wooden board in VR glasses, rode on a ski platform and felt real furniture synchronized with the content in glasses.

2

Do not delay the experience.
Practice shows that the average duration of an advertising VR experience should not exceed 5 minutes.
The guest will not have time to get tired and will leave with a great impression, freeing up points for the next visitor.

3

Ensure sanitary conditions.
Employees of the stand must necessarily monitor the hygiene of glasses.
After each use, the lenses and the glasses themselves should be wiped with disinfectants and the disposable cover should be changed for the next guest.

4

Involve professional creative producers.
A good script, visual and storytelling are the basis of the whole experience. Such specialists are not always available in production studios, so pay attention to this point in advance.

5

Think about a Call-to-Action
Collect useful data
VR provides an opportunity to interact with content, but it is also a great opportunity to interact with the user himself and collect informative data (for example, what the player pays most attention to in the scene).
A competent call-to-action will help you get the maximum result without intruding into the artistic part. And the data is to improve the user experience.

6

Set a comfortable time frame for development.
Developing a high-quality VR experience for 5-6 minutes, with minimal interactivity, voice acting, a well-developed script and content, requires an average of 6-8 weeks.

7

Upload the experience to the app stores.
Make the most of the project.
Did you make a beautiful VR case that was popular at the live presentation, but the event passed, and the application remained?
Download it on all possible VR platforms, there are plenty of fans of free experiences.

For agencies and marketers, the recipe for success includes developing concise, engaging VR experiences with a compelling narrative, effectively gathering user data, and ensuring a smooth connection between digital and physical components. If you want to apply the latest technologies to your brand's tasks, the WGG Digital Marketing Agency is always ready to discuss your ideas and help make them a reality!