Virtual Reality - The Next Frontier of Creative Innovation
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Transcript of Virtual Reality - The Next Frontier of Creative Innovation
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Virtual Reality: The Next Frontier of Creative Innovation
Dr. Kimo Quaintance Munich Marketing Club 04 February 2016 @kimoq
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Sources: NASA Jet Propulsion Laboratory, Nintendo
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Source: Oculus
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WHAT MAKES VIRTUAL REALITY UNIQUELY POWERFUL?
• The first media to drive our senses in the way we are designed to perceive the world
• Can create the experience of ‘presence’
• Can create a strong sense of empathy
• Can have powerful psychological impacts on users
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An incredibly exciting innovation in marketing is coming, and most
companies are going to miss it…
because they won’t understand it.
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360 VIDEO VR EXPERIENCES
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360 CAPTURE
Source: Fraunhofer HHI
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VR IS NOT THE NEXT TELEVISION
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In VR, you are there
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In VR, YOU are there
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You need storytelling to get me to care about other people.
You don’t need to convince me to care about myself.
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VR is not new
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Embodiment
Source: Nautilus / Holojam
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You will be able to directly, and specifically target emotional change in
your target audience.
This is a superpower.
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Source: Stanford VHIL
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Source: Stanford VHIL
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Do you want your audience to experience being: More confident? More risk averse? More sociable? More active?
More environmentally friendly?
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Aligning your audience’s emotional experiences with your brand’s
core values = winning.
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Case Study:
The Royal Opera House, London
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Vision is essential
Do the research
Collaborate to learn