Over the past few months, we’ve been working with some of the world’s largest brands and marketing agencies on a wide range of different projects. We have produced content shown to thousands of people at international sporting events. Additionally, for social media campaigns to reach a global audience.
Based on our experiences, below are three tips for anyone looking to use 360 VR in the future.
Don’t just use 360 for the sake of it.
VR is still in its infancy and brand new to certain markets therefore some businesses have been experimenting with the best ways to use it. We are at the forefront of an incredibly exciting new frontier!
When we ask potential clients why they want to use 360 VR, there are often conversations to be had about the potential value it offers.
For example, we say that if you want to use 360 VR as part of an overall strategy, be clear about the reasons. Have a set vision in place.
And of course, define the channels to be used for accessing that content. It is easy to forget that 360 VR prioritised for social media provides a very different experience to content prioritised for a headset. The two should always be thought of as separate opportunities to connect with consumers.
Here at Laduma, successful campaigns start with us working alongside clients to ensure they are clear on these aspects at the start of the briefing process. It is only then that we can start mapping out a concise plan to achieve a fruitful outcome.
Ensure that storytelling, and not the technology, is at the heart of the experience
Like all great campaigns, the story always needs to be at the heart of the 360 VR experience. It is the key that unlocks understanding for both clients and consumers alike.
We recently completed a project for a client where they prioritised storytelling within their campaign. This strategy ensured the 360 VR experience brought the story to life in a way traditional media couldn’t.
The campaign focused on a champion returning to the scene of a previous sporting success and taking consumers through the journey from their own perspective.
By focusing on the story, consumers were fully absorbed into what it was like to be the player during those key moments. This unique journey into the experiences – and importantly, emotions – of a champion delivered fantastic results for the client. It’s easy to underestimate how important emotions are to sealing positive memories of a marketing campaign.
Ensure it amplifies your marketing campaign
Like any campaign, 360 VR should always compliment and fit into an overarching communication strategy. It requires a fresh approach from clients in terms of creativity, but the basic aims remain the same. Success.
One way our clients do this is by creating an event around the experience and using headsets. That makes a huge difference in helping consumers feel closer to the content, which consequently makes it more memorable. They are transported into the heart of the campaign.
Clients of ours have used 360 VR to help overcome a challenge unique to their business and their industry. Examples include fan engagement within sport, training support within the medical sector and furthermore increasing sales for travel companies. In conclusion, whatever the industry there are countless ways that 360 VR can help businesses to overcome their challenges.
If you’re interested in having a conversation about how we can work with you in future, please don’t hesitate to contact us.