Virtual reality has been dubbed a fad, a gimmick and a flimsy marketing ploy. However, as 2016 is proving to be a big year for this emerging new technology, it’s quickly proving that it’s got a strong future. Sophie Chadwick, Senior account manager at Peppermint Soda, looks at the PR applications of virtual reality.
Unlike quick-lived trends and fads that we’ve seen in PR, virtual reality looks set to make a big difference to campaigns, integrate audiences with brands and their products and result in high-quality coverage that brings consumers closer to a brand experience. Visual content has been marked as one to watch by marketers for 2016, with 60% planning to invest in video over the next 12 months.
No longer deemed as an ‘add-on’ for gamers and technology enthusiasts, virtual reality has been used for fitness, retail, education, leisure and the entertainment industry alike. With seemingly limitless possibilities, it’s now time to integrate virtual reality into PR and marketing campaigns.
Previewing experience to your target audience
Virtual reality and transporting your target audience into a constructed world is an excellent way to get them to view your product or experience a service. Hopefully, they’ll place an order, or sign up to a waiting list as a result.
Virtual reality has already been launched to offer tenants in New York the chance to view their new abode up close and personal in a construction site. With the development not due for completion until 2017, it offers keen tenants a chance to see what their property will look like, whilst offering developers a better chance to sell off rental space in a competitive housing market.
Educating your audience
Using virtual reality to serve as an educational tool has been one of the main purposes of this new technology, from using the simple Google cardboard model to the fully fledged Oculus Rift immersive headwear. As well as this, universities have begun offering students the chance to experience campuses in other cities and virtual seminars that offer more than a webinar ever could.
The Natural History Museum took virtual reality even further and offered visitors an immersive experience, whereby users sank to the bottom of the ocean and had their own David Attenborough documentary-style experience.
Educating your target audience is always a great way to earn coverage and hook potential readers into your brand’s message and virtual reality is only going to help in this aspect.
Entertaining your audience via virtual reality
The entertainment value of using virtual reality has been one of the technology’s main selling points, with gamers eagerly utilising it to add a new dimension to their favourite games.
Using virtual reality to show the fun side of your brand or product can work wonders for raising awareness and sales. Red Bull were one of the first to embrace virtual reality when they offered fans the chance to experience a racetrack in full 360 degree views and at high speed, which stayed true to the fast and fun nature of the brand.
Marriott Hotels recently launched a virtual reality test programme allowing guests to virtually travel to three locations around the world, such as the Andes Mountains in Chile, using a Samsung Gear VR headset. This interactive experience was a fun way for Marriott customers to experience virtual reality, and Marriott is now considering rolling the technology across all hotels.
Virtual reality events
Events are the lifeblood of the PR world and with virtual reality; it’s now possible to involve even more people in product launches, demonstrations, tours and even parties.
With 360 degree camera angles, virtual reality allows people the chance to watch events live, meaning a company’s reach stretches further than ever before. Gone are the days when product unveilings were only attended by a select few, now industry experts from all over the world, loyal customers and the press can all tune in to a fully interactive experience.
Virtual reality and the fitness industry
Virtual reality has really picked up in the fitness industry and may revolutionise customer interaction.
Oculus Rift has already revealed a virtual personal trainer that will track its users’ movements. There are also virtual reality programmes that will take users through fitness classes like yoga or circuit training.
The way people work out may soon change thanks to advancements in technology and brands should not miss out on the opportunity to harness this. As virtual reality becomes more popular, more fitness brands will develop different ways to track, motivate and interact with their customers. It will be incorporated into PR, with examples, trials and demos all enticing customers in.
There is no doubt about it; virtual reality is set to go mainstream. Companies can use this trend to their advantage as it has so much potential in regards to marketing and PR.
Now is the time to start experimenting with virtual reality. Take some time to help discover how this technology could work for your business and don’t be afraid to take some creative risks!
By Sophie Chadwick
Senior account manager
Peppermint Soda