Virtual Reality

Playb kFOR MARKETING AND PR

S T E F A N S P I N N L E R / S T E F A N . S P I N N L E R @ B O L D L Y D I G I T A L . C O M

IDEAS GUIDELINES

RECOMMENDED READING

VIRTUAL REALITY PLAYBOOK

Framework: CHOOSE YOUR Format

360 degree video

Mobile VR

Observer

Single-player

Home

TYPE

DEVICE

USER

MODE

LOCATION

Real-time rendered

Tethered VR

Participant

Multiplayer

Public

FRAMEWORK: CHOOSE YOUR CONTENT

OBJECTIVE

Showcase Teach

Entertain

SHOWCASE

Showcase your products in a virtual showroom• Virtual showrooms can replicate the actual in-store experience or be

custom-built as virtual “flagship” showrooms – free from any restraints.• Functionally virtual showrooms work like traditional stores: The

consumer can move through the showroom, browse through products, get detailed information on them and ultimately make a purchase.

• Virtual assistants stand by to help the consumer during his visit. The experience can be further personalized through the use of product configurators and by leveraging the customers’ individual preferences.

• Virtual showrooms represent the brand, drive leads and sales and are open 24/7 to visitors from around the world.

SHOWCASE

Showcase your products in a virtual showroom

What would the perfect showroom for your brand and products look like?

SHOWCASE

Audi is starting to equip dealers with Virtual Reality stations, where customers can configure their cars.

SHOWCASE

Showcase your company by• offering virtual factory tours• inviting consumers to meet the people behind the brand• providing glimpses into upcoming products• giving access to events the consumer could otherwise not attend:

press conferences, product launches, visiting the company’s booth at trade shows;

• documenting construction projects (real-time or timelapse)

SHOWCASE

GE 360 - Tier 4 Locomotive Experience Virtual factory tour: GE Gas Turbines

ENTERTAIN

Entertain your customers with branded VR experiences• With high-quality VR experiences companies can build an emotional

connection to the consumer.• Let people do and explore things they couldn’t otherwise: attending a

big sports event or concert, meeting a celebrity, visiting a rainforest, diving in the ocean, seeing other countries, soaring through the sky, walking on the moon…

• Offer experiences that your competitors cannot!

ENTERTAIN

Striving for Greatness: An UNINTERRUPTED Original follows NBA star LeBron James through his regular training regime during his 13th NBA season.

For Puppy Bowl XII, Animal Planet worked with animal shelters and rescue organizations across the USA.

ENTERTAIN

Inspired by the Ridley Scott movie, The Martian VR Experience puts you in the shoes of Matt Damon’s character and lets you walk on the surface of Mars.

Dew VR Snow: A 360-degree virtual reality snowboarding experience taking you through the Utah backcountry with Olympic snowboarders Danny Davis and Scotty Lago.

ENTERTAIN

Join climbers Cedar Wright and Sam Elias at two iconic American outdoor locations -Moab, Utah and Yosemite National Park in California in The North Face: Climb

Robin Schulz 360: A 360-degree music video with German DJ and producer Robin Schulz

ENTERTAIN

Lexus Virtual Drive: Sit in the passenger seat of a Lexus RC F racing around a track.

Great White Sharks 360: Virtually dive with something you definitely don't want to see that up close in real life.

ENTERTAIN

Ascend the Wall: Step into the world of Game of Thrones and ascend "The Wall“, all 700ft of it. Wind machines, real elevators and rumble packs make for a highly immersive VR experience.

ENTERTAIN

Breakthrough PR work for NVIDIA by Dynamo: Journalists experience Mount Everest in VR, in real life sub-zero temperatures.

ENTERTAIN

A first in the travel industry: Marriott's introduced its virtual reality travel experience with public displays (left) and for in-room use (right) that you can order with their “VRoom Service”.

TEACH

Teach your customers how to use your products• 3D videos in point-of-view-style will be the final and most easily

understandable form of instruction manuals. • Virtual reality eLearning offerings like tutorials, lectures and webinars

enable your customers and promote thought leadership• Testimonials and case studies showing your products in use with

customers offer social proof.

TEACH

House of Languages: Learn new languages in a fun and engaging environment.

Improve your public speaking skills with Speech Center

IDEAS GUIDELINES

RECOMMENDED READING

VIRTUAL REALITY PLAYBOOK

MAKE IT WORTHWHILE

Find the added value – for your customers and for your company

Does your VR experience

entertain, inspire or teach your customers?

drive sales, leads or otherwise support your marketing goals?

MEASURE YOUR SUCCESS

Set and track key performance indicators to measure your success

Usage KPIs: Who sees your VR content?

Interaction KPIs: How do consumers interact with your VR content?

Lead-generation KPIs: How does your VR content contribute to lead generation?

• Downloads/Streams• Reach• Demographic data• Devices• …

• Time spent• Engagement• Social sharing• Comments• …

• Awareness• Referrals• Conversions• Sales• …

MEASURE YOUR SUCCESS

Beware the dark side of VR monitoring• With VR devices constantly evolving and

customers voluntarily using activity and other trackers, marketers will get access to more and more data.

• Analyzing this behavioral and biological data (e.g. pulse, eye movements, pupil dilation) and using these insights to influence the customer will be a distinct but severely double-edged possibility.

What content do you create anyway that you can amplify with VR?

How can you leverage your VR content on your other channels?

CREATE CONTENT MODULARLY

Integrate Virtual Reality into your content marketing toolbox

Use synergies wherever possible

MAKE IT SCALABLE

Create your VR experience to fit on a multitude of devices• To reach as many consumers as possible your VR experience (or a

scaled down version of it) needs to be able to run on lower-end VR devices, e.g. Mobile VR.

• The highest-quality VR experience in terms of graphical fidelity, input devices and environmental effects (temperature, wind machines, rumble packs) is possible when you provide the VR device – e.g. with custom-built VR displays in-store, at trade shows or in dealerships.

Level 1Mobile VR

Level 2AdvancedMobile VR

Level 3Tethered VR

Level 4Custom-builtVR Displays

MAKE IT SCALABLE

Create your VR experience to fit on a multitude of devices

GET INSPIRED

Watch and collaborate with VR enthusiasts in marketing and PR

Go to VR Meetups Join VR discussion groups

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