Laduma presents its 360° VR content at trade shows worldwide as well as managing content activations on behalf of its clients, whether it be for sports clubs, luxury travel companies or other global brands.
MIPTV is a global TV and digital marketplace, which takes place annually in Cannes and attracts over 11,000 decision-makers from around the globe. 2017’s event saw Laduma the launch of our one-of-a-kind 360° VR content library. Named The caVRn, it contains a vast quantity of licensable VR clips including sports, travel and wellness content.
With so much varied content to showcase, we needed to find a way that enabled show attendees to experience as much as possible during a short visit to the Laduma booth. As they may not be overly familiar with VR, viewers often ask demonstrators to help them adjust their viewing experience, select content for them and then activate it. This wastes valuable minutes during which content could be exhibited.
The solution was to put the viewer in charge, reduce the need for them to have to fumble with headset controls or make adjustments, and to enable them to be able to experience any of the 1000’s of clips from The caVRn with just the swipe of a finger.
We chatted with Simone Vitale and Tommy Pickersgill two of Laduma’s expert developers about why and how they developed a technical solution.
Q: Explain the technology in a sentence.
The tech is a bespoke solution for remote controlling and monitoring the delivery of VR content, therefore allowing the user play the content from a separate device.
Watch the tech in action:
— Laduma (@Laduma) April 4, 2017
Q: Explain what the main challenges are when demoing VR content?
A: A challenge that people experience when demoing VR content, whether it is at a brand activation or trade show, is the logistics of operating a VR headset for the viewer. Few people know how to operate VR headsets, therefore it is up to a staff member to operate the headset before putting it onto the person’s head so they can view the content. Sometimes at an activation, there has been more than one piece of content that people could view, therefore, again, it relies on the member of staff to play the next piece of content for the viewer. We knew we could come up with a better solution which would improve the efficiency of demoing our VR content.
Q: How did you go about coming up with a solution to these challenges?
A: We wanted to make the experience as seamless as possible for the consumer so they enjoy the experience of watching VR content from beginning to end. The whole purpose of an activation is to demonstrate content in the best possible way. The Laduma tech team got together and discussed the ideal set up, agreeing it would be a scenario in which the viewer could scroll through the different pieces of content on a tablet or screen in front of them, before deciding which piece they wanted to watch. When they then select the piece of content on the tablet, it would instruct them to put on the headset and the video would automatically play. Something that has never been done before.
Q: How long did it take for you to develop this technology?
We felt we needed to reduce the user actions required to watch the VR content, keeping in mind that the best user interface is one that doesn’t need to be explained. The only actions by the user would be to select the content and the natural gesture of wearing the headset. The creative and technical efforts of both our British and American development teams, who have remarkable experience in media management and distribution, along with a constant commitment to research and innovation, meant it only required a month to develop the tech.
Q: How was the tech received when it was used?
A: We first put the innovative tech into practice for a trade show in April MIPTV and it was a huge success. We were able to demo seamlessly to thousands of people over the course of four days. People were more independent and in control of what they watched, they could watch a number of pieces of content without needing the assistance of a member of staff.
At most events the number of people who visit an activation area can be hundreds per day, therefore it is important to utilize the short amount of time each person has at the activation space to its full. This tech allows the viewer to watch more of our clients’ content in the time they spend at the booth, leading to increased engagement.
Q: What now?
A: Laduma is now effectively using this tech at brand activations and the many trade shows it presents at globally. However, we’re most proud to offer the tech to clients by customising the display screens to fit with the clients’ brand guidelines, and uploading the VR content ready to demo to consumers.
To find out more, contact Laduma at firstname.lastname@example.org