Page 12 - AeM_December_2019

BEST PRACTICES & STRATEGIES

Top 3 VR marketing campaigns

Tom Szirtes, founder of the immersive technology They are then transported into the business class
company Mbryonic, believes we are at a tipping point cabin where they were able to experience the new
where immersive technologies will become the dominant seat’s features focused around the themes of work,
mediums of the 21st century, which is why he left a meals and relaxation. Headset-wearers can open
successful career in the video games industry around 5 and close cabin doors, order food, change lighting
years ago to start his company. conditions and watch an inflight movie. Clearly, this
is a very innovative and practical marketing tool for
Without doubt, Virtual & Augmented Reality (VR & AR) ANA, as not everyone can take a plane journey to
technologies increase user engagement and provide experience the new cabin elements. Letting users
better ways for audiences to interact with products, experience features of the seating through VR is
services and brands. Or as Mybronic says, “turning quick, effective and most importantly, memorable.
passive observers into active contributors results in
greater attention, deeper emotional connections and • Samsung, in collaboration with NASA, created an
improved memory retention”, putting in a nutshell why immersive 4D lunar gravity VR experience to make
VR & AR is already impacting sales, training, education, the moon walk experience possible for everyone.
health and entertainment. Users step into a flight suit and harness whilst
wearing a Gear VR headset. They then immerse
Mybronic’s article “How to Use Virtual Reality at Your themselves in a visual and physical experience that
Next Exhibition or Trade Show”, for instance, talks about recreates a moon mission. Samsung’s design team
the classic acronym AIDA in marketing – attention, and NASA’s Active Response Gravity Offload
interest, desire and action – which is the first thing that system (ARGOS) team worked to make this
comes to your mind when you want to stand out from sensation as accurate as possible by mapping to
the crowd. Well, that’s exactly what the VR game does, the actual partial gravity experience of walking on
so let’s take a look at some successful VR & AR the moon.
applications:
• Oreo created a fun VR marketing campaign with
• VR is popularly being used by the aviation industry support of the digital agency 360i. It takes curious
and All Nippon Airways (ANA) joined the trend. To confectioners on a whimsical journey through a
help market their 777-300ER cabins, Mbryonic ‘wonder vault’. After being transported through a life
worked with Acumen to create a virtual reality tour of size Oreo cookie portal, you move into a magical
‘The Room’, ANA’s new business class cabin. It’s land filled with milk rivers and the brands latest
been rolled out at global launch events for press and creation, Filled Cupcake flavored Oreos. Clearly the
industry in Tokyo and London, where attendees can company is ahead of the marketing game,
virtually enter one of the largest business class capturing audience’s attention with the fun graphics
seating environments in the world and experience in this experience. We can expect that Oreo’s first
the unique features and comfort of the cabin first- foray into VR won’t be the last! ◊
hand. Users wearing the headset find themselves in
ANA’s futuristic holodeck in front of a 777 aircraft. By MediaBUZZ

12 December 2019 - Augmented Reality (AR) & Virtual Reality (VR) in Marketing