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25 YEARS OF THE NEXT BIG THING
CD-ROM
INTERACTIVE KIOSKS
WEBSITES
SOCIAL MEDIA
MOBILE WEB
MOBILE APPS
GESTURAL INTERFACES
TOUCH WALLS
3D PROJECTION MAPPING
VIRTUAL REALITY
AUGMENTED REALITY
WHO?
WHAT?
WHY?
TIPS FOR EFFECTIVE VR MARKETING AT EVENTS, TRADE SHOWS, AND RETAIL
BRANDS & PROPERTIESMARKETING WITH VR
MAXIMIZE ROI … AND MANAGE EXPECTATIONS
MAKING THE MOST OF VR
7
DIFFERENT REALITIES
REALITYVIRTUAL
REALITY (VR)AUGMENTEDREALITY (AR)
AUGMENTEDVIRTUALITY (AV)
MIXED REALITY (MR)
MILGRAM, PAUL; H. TAKEMURA; A. UTSUMI; F. KISHINO (1994).
“the first smartphones came out in 2003, right, the BlackBerry and Palm Treo, and it took 10 years to get to 1 billion units…
…If we can be on a similar trajectory of anywhere near 10 years for VR and AR …and we're making the right bets now to plant the seeds for that.”
FUTURE STATE (2024E-2027E)
• Large installed base
• Unified standards
• Broad array of consumption options
• Seamless content landscape
• Established revenue models
• Mature tools for production, publishing, measurement, personalization, advertising
CASE STUDY: AT&T CTIA 2016 12
LET’S GET A FEELFOR THE GROUP• ORGANIZATION?
• VR EXPERIENCE?
• VR DEVICE?
• VR SPEND?
CASE STUDY: AT&T CTIA 2016 14
SUMMARY:10 VR TIPS FOR SPORTS MARKETERS
Use VR wiselyChoose the right tech
Follow best practices
Short & clear story
Manage security
Test, test, test again
Anticipate barriers
Assumenewbies
Guide users
Leveragethe line
ENGAGEMENTATTRACT
TRANSACTMEASURE
&OPTIMIZE
ENGAGEBUILD
LOYALTY√ PRESENCE
√ CONNECTION
√ MEMORY
GOOD REASONS TO USE VR:
TRANSACTION
BAD REASONS TO USE VR:ATTRACT
TRANSACTMEASURE
&OPTIMIZE
ENGAGEBUILD
LOYALTYX READING
X TYPING
X ACCURACY
TOUCH WALLS TRANSPARENT SCREENS GESTURE-BASED UI BEACONS
PROJECTION MAPPING HOLOGRAMS AUGMENTED REALITY VR 360° VR ROOM SCALE
RATING EXPERIENTIAL TECH
FOLLOW BEST PRACTICES FOR VR
Good documentation out there from Oculus, Epic, others
TEST ON NEWBIES
AVOID QUICK CUTS
AVOID CINEMATICCAMERAS
DON’T SHAKE THE CAMERA
SLOWYOUR ROLL
CAMERA HEIGHT
REAL-WORLD SCALE
KEEP IT SHORT & CLEAR
3-4 MINUTESMAX
INCLUDE CUES AT START, END
WORTH THE WAIT
VR ONLY PART OF THE UX
TELL THEM WHAT’S NEXT
SECURITY IN VR ACTIVATIONS
GENERALCONCERNS CTIAimageshowing
femaleguestwithpurseinlap
GUESTSECURITY
DEVICESECURITY
TEST, TEST, & TEST AGAIN
MOBILE VR ROOM-SCALE VRUSERS
• We develop on new hardware, but users have old hardware
• Latency is nauseating
• Variation across devices, models, versions
• Stress test
• Test across GPUs
• Storage, memory
• Still lots of newbies. test on them.
• Simulation sickness is real. test across age & vision
• No clear UX paradigm
ASSUME EVERYONE IS A VR NEWBIE• Be patient & gentle
• Explain what will happen
• Tell them how it works
• Stay with them for a minute
• Monitor their progress
• Get feedback
• Remind on message, suggest conversion
VR ISN’T IMMEDIATELY INTUITIVE. GUIDE THEM.
ESTABLISH THE UX
ESTABLISH THE
NARRATOR
PROVIDE LOTS OF
GOOD CUES
MANAGE EXPECTATIONS
SUMMARY:10 VR TIPS FOR SPORTS MARKETERS
Use VR wiselyChoose the right tech
Follow best practices
Short & clear story
Manage security
Test, test, test again
Anticipate barriers
Assumenewbies
Guide users
Leveragethe line
EXAMPLE AT&T SMART CITY VR AT HANNOVER MESSE
CASE STUDY: AT&T CTIA 2016 36
• Use VR wisely• Assume VR newbies• Guide the users• Test, test, test• Leverage the line
EXAMPLELEXUS VIRTUAL TEST DRIVE AT THE NY AUTO SHOW
37
• Use VR wisely• Short & clear story• VR best practices• Leverage the line
EXAMPLEDRONE VR FOR AT&T
38
• Use VR wisely• Short & clear story• VR best practices• Anticipate barriers
EXAMPLEVIRTUAL CRUISES WITH CARNIVAL CRUISE LINES
39
• Use VR wisely• Short & clear story• VR best practices• Leverage the line
EXAMPLEVR AUTO SAFETY FOR NAT’L SAFETY FOUNDATION
CASE STUDY: AT&T CTIA 2016 40
• Use VR wisely• Short & clear story• VR best practices• Assume VR newbies
EXAMPLEVIRTUAL STADIUM AT COLLEGE FB HALL OF FAME
CASE STUDY: AT&T CTIA 2016 41
• Use VR wisely• Anticipate barriers• Manage security
EXAMPLEAT&T ‘HOLODECK’ FOR MOBILE WORLD CONGRESS
CASE STUDY: AT&T CTIA 2016 42
• Use VR wisely• Anticipate barriers• Leverage the line
THANKS!MAKING THE MOST OF VR: 10 TIPS FOR SPORTS MARKETERS
JOHN BUZZELLPRESIDENT, INNOVATION TECHNOLOGIES
www.linkedin.com/in/jbuzzell/
@buzzer
CASE STUDY: AT&T CTIA 2016 45
PASSION. PEOPLE. PURPOSE.
www.groupcse.com