The use of VR and AR in marketing initiatives is quickly gaining traction among companies.
Compared to traditional marketing channels, virtual reality and augmented reality offer immersive experiences that let users engage with the business more meaningfully. You should take into account the following recommended practices to make sure your VR and AR marketing campaign is successful.
Best Practices For VR And AR Marketing Campaigns
Understand Your Target Audience
Knowing your target demographic is one of the most important aspects of a successful VR and AR marketing strategy.
You should ascertain the characteristics, preferences, and pain points of your clientele. You may use this knowledge to produce material that appeals to them and maintains their interest.
Focus On Storytelling
Narrative is vital if you want to utilize VR and AR immersive qualities fully. An engaging narrative will maintain the user's interest and increase the likelihood that they will recall the brand.
VR and AR may be used to craft a distinctive and unforgettable brand experience that will stay in the minds of your target audience.
Keep It Simple
Even if VR and AR have no limits, it's crucial to provide a clear and uncomplicated experience. Consumers prefer to be free of options or information.
Make the UI simple to use and the experience intuitive. The experience should be easy for users to grasp.
Choose The Right Platform
Selecting the appropriate platform is essential for your VR and AR marketing strategy to succeed.
Certain experiences are better suited for specific platforms. For instance, it's crucial to take the user's device's capabilities into account while developing a mobile augmented reality app.
In a similar vein, think about the platform's hardware needs when creating a virtual reality experience.
Make It Interactive
One of the key benefits of VR and AR is interaction. To get the most out of the experience, users should be able to engage with it.
An understanding will be more engaging the more participatory it is. In addition to offering useful information on user behavior, interactive experiences can also yield useful data that can be utilized to enhance the experience in the future.
Every marketing campaign needs a call-to-action (CTA), and virtual reality and augmented reality are no exception.
The viewer should be instructed to take action-such as visiting the website or making a purchase-after viewing the VR or AR material. The action should be simple to perform, and the call to action should be obvious to the user.
Test
As with any marketing strategy, testing is essential, but in VR and AR, it's much more so. Because these encounters are so intricate, you must ensure that everything goes according to plan.
To make sure the experience functions properly, you should test it across a range of platforms and devices.
Available Benefits Of VR And AR In Marketing
Enhanced Engagement
Audiences are captivated by AR and VR, which keeps them interested for long stretches of time and helps them feel more connected to the business.
Memorable Experiences
Immersion experiences leave customers with enduring memories, increasing the likelihood that they will recall and discuss the brand.
Increased Conversion Rates
Because consumers are more likely to make informed purchasing decisions, interactive and personalized experiences frequently result in higher conversion rates.
Also Read: Skills To Look For When Hiring AR/VR Developers For $5K Gain
Best AR Marketing Advertising Campaigns
Verizon | 5g Built Right For Snapchat
Verizon collaborated on the "5G Built Right for Snapchat" campaign with Snapchat and The Black Puma. A performance by its lead singer took place in front of the New York Public Library in AR.
The promotion focused on the latest features of SnapChat and the 5G network. Through the landmark filter on Snapchat, Verizon users with 5G smartphones were able to scan the building and attend the AR concert in person.
Lead vocalist Eric Burtons makes an appearance and belts out the smash song "Colors" as a variety of hues and flowers adorn the structure and surrounding landscape.
The campaign features a fantastic partnership with one of the top bands of 2020, rocking its way into our top 10, and blends location-based content with 5G technology.
Lucasfilm | Mandalorian AR Marketing Campaign
In order to promote the second season of the well-liked Disney+ series "The Mandalorian," Studio Lucasfilm created an augmented reality app.
You may envision some amazing characters from the popular series using this app.
You can recreate in your living room the most memorable scenes from Mando and Baby Yoda's debut season. Using cutting-edge augmented reality technology, the experience allows you to feel as though you are on a planet from the Star Wars universe while also adding snow and other special effects to the surroundings.
It's incredibly shareable because the photo mode makes it simple to take pictures of the scenes and send them to others.
The Mandalorian uses incredible technology to battle its way into our top 10.
The Weeknd | TikTok Event
Working with WAVE, a start-up for XR concerts, Canadian musician The Weeknd is the first to use TikTok for an augmented reality event.
TikTok provided a fully digital live experience with scenes that changed with each song to promote the recently released album After Hours.
By voting for their favorite scenes, users could also leave comments that would be shown in real time around them.
More than 350,000 euros were raised for a worthy cause during the event, and the hashtag #TheWeekndEXP received 1.3 billion views.
The Weeknd deserves a place in this summary because, in addition to having the most-played song of 2020, he also has one of the best-augmented reality experiences.
The Pokemon Company | AR Product Promotion
Using one of its most adored characters, the Pokémon Company developed the "Pokémon Smile" augmented reality software to teach kids how to wash their teeth correctly and frequently.
The youngsters can wear a lovely Pikachu helmet thanks to face tracking, and by brushing your teeth properly, you can protect Pokémon from bacteria that causes cavities.With the app, you can capture over 100 Pokémon.
The app has received over 500,000 downloads, over 7,500 five-star ratings, and a ton of YouTuber reviews. Pikachu ignores the competition and earns a location that is neat and tidy.
Malibu | Street AR Advertising
In order to build an augmented reality game for their summer campaign, "A Bit of Sunshine," Malibu and GoSpooky partnered up.
Malibu Tropical Parkour was created to promote the new Bacardi Limon and makes use of Snapchat's AR Marker Technology.
Thanks to this technology, buildings, product packaging, and billboards may all be turned into AR games and animations.
Users engage in a game where they have to avoid various tropical things while collecting power-ups and scanning Malibu's abri advertisements. Using Snapchat, you may quickly share your high score with friends..
Examples Of VR Marketing
In what ways are multinational corporations making use of virtual reality technology? Here are a few examples of virtual reality marketing.
These should enlighten and motivate you to consider incorporating virtual reality into your marketing initiatives.
New York Times: Using VR Tech For Storytelling
Using virtual reality to tell stories can be a very effective technique.
Google Cardboards were sent to The New York Times (NYT) subscribers who were only able to access their website as part of their collaboration with Google.
The publication's digital-only members were able to view a VR video called Seeking Pluto's Frigid Heart, which gave them a close-up view of the dwarf planet, thanks to Google Cardboard, a disposable virtual reality headset. The virtual reality movie created a more captivating and realistic depiction of Pluto by using computer-generated imagery.
In addition, The Times utilized Google Cardboard to create an immersive documentary called The Displaced, which took home the Entertainment Grand Prix at the 2016 Cannes Lions Festival and told the emotional, visual account of the war's effects on children.
Three children's stories of how the wars in their home countries affected them are said in the multimedia experience The Displaced.
The Works used virtual reality technology to provide readers with an up-close look at the destruction caused by wars and what it's like to be a youngster uprooted by such turbulent events.
GSK: Migraine Experience
Migraines are a crippling ailment that can afflict kids, teens, and adults. It can have a negative impact on a person's everyday life and last anywhere from a few hours to many days.
However, what is the actual nature of a migraine? What distinguishes them from typical headaches? Virtual reality technology isn't limited to role-playing.
Additionally, it serves to instruct a crowd.
To simulate the experience of a migraine, GSK developed the Excedrin Migraine Experience, a virtual reality simulator.
It provides its viewers with an insight into the lives and experiences of those who are afflicted with this illness. The experience mimics the visual symptoms of migraines, such as auras and light sensitivity. Still, it does not involve the discomfort associated with migraines.
The business employs virtual reality (VR) to inform its audience about migraines and foster empathy for those who experience them.
Migraine is an illness that can be challenging for non-sufferers to comprehend and articulate.
Adidas Terrex: Delicatessen
Adidas uses virtual reality (VR) to give its viewers the best possible, albeit fictitious, experience of what it's like to climb a mountain.
VR was used to recreate one of the most difficult climbs on the Delicatessen route at Punta du Corbi, Corsica, in order to promote the brand's outdoor gear line, TERREX.
Players were able to virtually experience ascending the Delicatessen top from the perspective of a climber by using VR headsets.
While allowing viewers to take in the authentic outdoor landscape, it also assisted in educating them about proper procedures in rock climbing.
Players can explore new locations and take on difficult or novel tasks by using this virtual reality experience.
Delicatessen provided its viewers with a better understanding of the scope and requirements of a climb by crafting an immersive outdoor experience.
Conclusion
Businesses may stand out by utilizing the distinctive and engaging marketing experiences that VR and AR offer. You can develop successful VR and AR marketing campaigns that captivate your target audience and offer a memorable brand experience by adhering to these best practices.
Recall to concentrate on the narrative, maintain simplicity, select the appropriate platform, make it interactive, incorporate a call to action, and test.
