By 2024, it’s estimated that the virtual reality (VR) and augmented reality (AR) market will reach a value of $72.8 billion.
If you haven’t considered utilizing virtual reality for your experiential marketing, you’re missing out. Consumers are looking for memorable and unique digital experiences. Now is your chance to get on board with this trend and reach out to your customers in new and exciting ways.
If you’re new to the world of VR or you’re not sure how to incorporate it into your experiential event, don’t worry. We’re here to tell you everything you need to know.
What Is VR?
Virtual reality can take the user to another world and let them have unique experiences that may have been out of reach before. For instance, people can attend VR concerts, play virtual instruments, and even wander the world. Users can tour the Louvre or take a trip all from the comfort of their homes.
Businesses also use VR to host virtual meetings or inspect 3D models of a product.
In short, virtual reality uses computer technology to simulate an experience through artistically rendered graphics.
Users need a headset or head-mounted display, such as an Oculus Quest 2. When combined with input tracking, it can make people feel like they’re in the game or simulation.
So what’s the difference between VR and AR? Augmented reality is similar, except that AR simulates objects into the real world.
In 2016, Pokémon Go was an augmented reality game and app people could download on their smartphones. The goal was to catch Pokémon in real life through the use of augmented reality. It took the world by storm and turned AR into a major buzzword.
VR in Experiential Marketing
Virtual reality is huge right now, but how can you incorporate it into your brand marketing?
Experiential marketing is all about the experience, and using VR can elevate the experience to a whole new level. For instance, if your business rents venues for parties and weddings, you might offer a virtual tour of the grounds.
Let’s take a look at traditional content marketing for a moment. Images, videos, and ads can only go so far when it comes to engaging the user. They don’t feel a part of what they see, which can make it hard to make an impression on them.
However, when someone places a VR headset on, they’re instantly immersed in the world you’re showing them. You have their attention, so what are you going to do with it?
If you want to stay true to your brand marketing, you need to use VR the right way for your experiential events.
It Must Reflect Your Brand
It’s easy to get carried away in all of the cool things that virtual reality is capable of, but your use of VR needs to make sense.
For instance, if you build and sell custom homes, people could get a tour of the different models and upgrades you offer. They could “walk” through a home and see what it looks like even if the home doesn’t exist yet.
If you rent party buses, you could let people at your experiential event try on the VR headset and experience the party bus for themselves. They could see what it looks like inside, including the amenities such as the television and the neon lights.
Whatever digital experience you come up with has to reflect your brand. Which is working with a marketing company like Auctus Agency can help make the most of your experiential event. We’ll help you come up with a plan and actionable strategies to meet your goals.
What Role Will VR Play?
When creating your campaign, decide what role VR will play. Decide how to combine VR with brand integration.
This is something you need to decide during the planning stage, long before your event.
Determine how long you have, what your goals are, and what message you want to deliver. If you only have a few minutes, your VR experience needs to be short yet effective.
You should also decide how big of a part VR will play. Will it be the main event or simply a part of the experience you’re creating?
The VR Experience
There are a few guidelines you should keep in mind as you craft a VR experience for an experiential event.
For one, progression through the simulation should feel accessible and natural. If the user needs to take an action, make that path clear for them. If you’re creating a narrative, it should be easy to follow and flow between scenes.
Your narrative should also end with a call to action or a message that you’re trying to convey during this experience. What is it that you want the consumer to know or feel? What action do you want them to take?
The VR experience should inspire awe, and it should be fun. Incorporate the “wow” factor into your event to make the biggest impression.
When done right, VR is an excellent way to connect with your customers, especially younger generations like Gen Z.
Are There Prerequisites?
You want to be sure that you create a prototype and test it thoroughly to look for any issues well in advance. Are there any prerequisites before someone can pick up the headset and view your content? Can everyone use the tool effectively?
Will you use more than one headset, and how will you fund it? Will you buy the equipment or rent it?
Virtual Reality Is the Future of Experiential Marketing
Use these tips to make the most of your experiential marketing event. VR can create unique and memorable experiences for your audience, which can help your brand stick in their minds more. By allowing them to experience a product through virtual reality, it can encourage consumers to buy your products or services.
Let Auctus Agency make your experiential event a success. We have the expertise to help you plan and execute immersive and meaningful brand experiences.
From strategizing to event staffing, we can cover all your needs. Contact us today to learn more.
