10 Virtual Reality Marketing Strategies You Can Implement Now!

@giovanni | 469.682.6978 | gallucci.net | giovanni@gallucci.net
10 Virtual Reality
Marketing Strategies
You Can Implement NOW
#SMDallas

@giovanni | 469.682.6978 | gallucci.net | giovanni@gallucci.net#SMDallas
What Is VR?
• Virtual Reality (VR): The use of
computer technology to create a
simulated environment.
• Unlike traditional user interfaces, VR
places the user inside an
experience.
• Instead of viewing a screen in front
of them, users are immersed and
able to interact with 3D worlds.
• Any discussion of VR must be
accompanied by a terrible stock photo or a
picture of a fat guy in a headset looking
amazed.

What Is VR?
Weʼre going to talk about
VR video instead.
 
When I mention “VR” tonight I am talking about video.

180, 360, 3D, AR, augmented reality, immersive, virtual reality, VR
What Is VR?

Sony A7 (8 mm Lenses)
Ricoh Theta S
Kodak PixPro SP360 4K
What Is VR?

Recommended Path
Ricoh Theta S
Kodak PixPro SP360 4K Dual
2x Sony A7s (8 mm lenses)
+ Kolor Autopano Video
$350
$899
$4,500

visibility
maturity
*viaTheGartnerGroup
Hype Cycle*

Hype Cycle*
visibility
maturity
technology
trigger
*viaTheGartnerGroup

Hype Cycle*
visibility
maturity
• A potential technology breakthrough
• Proof-of-concept stories
• Media interest
• Signiﬁcant publicity
• No usable products exist
• Commercial viability unproven
*viaTheGartnerGroup
technology
trigger

Hype Cycle*
visibility
maturity
technology
trigger
*viaTheGartnerGroup
peak of
inﬂated
expectations

Hype Cycle*
visibility
maturity
• Some companies take action
• A few success stories
• Lots of failures
• Most are spectators
*viaTheGartnerGroup
technology
trigger
peak of
inﬂated
expectations

visibility
maturity
*viaTheGartnerGroup
technology
trigger
peak of
inﬂated
expectations
1994

Hype Cycle*
visibility
maturity
technology
trigger
*viaTheGartnerGroup
peak of
inﬂated
expectations
valley of
disillusionment

• Experiments and implementations fail
• Public moves on to next thing
• Producers shake out or fail
• Small amounts of investments continue
• Surviving companies improve their
products for early adopters
Hype Cycle*
visibility
maturity
technology
trigger
valley of
disillusionment
*viaTheGartnerGroup
peak of
inﬂated
expectations

Hype Cycle*
visibility
maturity
technology
trigger
slope of
enlightenment
*viaTheGartnerGroup
valley of
disillusionment
peak of
inﬂated
expectations

Hype Cycle*
visibility
maturity
technology
trigger
*viaTheGartnerGroup
slope of
enlightenment
valley of
disillusionment
peak of
inﬂated
expectations
• Beneﬁts to the enterprise/consumers
start to surface
• Use becomes more widely understood
• 2nd & 3rd-generation products appear
• More VCʼs fund pilots
• Most companies remain cautious

Hype Cycle*
visibility
maturity
technology
trigger
plateau of
productivity
*viaTheGartnerGroup
slope of
enlightenment
peak of
inﬂated
expectations
valley of
disillusionment

Hype Cycle*
visibility
maturity
technology
trigger
• Mainstream adoption begins
• Standards start to emerge
• Viability more clearly deﬁned
• Applicability paying off
• Relevance
• We forget itʼs new…
*viaTheGartnerGroup
plateau of
productivity
slope of
enlightenment
valley of
disillusionment
peak of
inﬂated
expectations

Hype Cycle*
visibility
maturity
technology
trigger
*viaTheGartnerGroup
valley of
disillusionment
peak of
inﬂated
expectations
plateau of
productivity
slope ofenlightenment

Why VR for Marketing?
It helps solve a number of
problems marketers have around
engagement and awareness.

Immersive
Users wearing a headset are
completely immersed  
in the content.
No distractions.  
100% attention on the message.

Impactful
The intensity of a VR experience is greater
than traditional media.
VR generates strong emotions in its viewers
which are linked to real behavior change.

“Oh my God,
donʼt take
me out…”

“Iʼm on the
stage!”

Memorable
Our brains are built to remember
events linked to locations.
VR experiences leave a heavier
footprint in the audienceʼs memory.

Novel
High media and public interest in VR.
Early adopters beneﬁt from
increased media exposure.

• What I looked for in new VR implementations for digital campaigns:
• Different sectors in multiple industries.
• Creating new/exciting ways for users to interact with their brands.
• Some stuff Iʼve worked on.
10 Examples Of Marketing Activations Using Virtual Reality

Marriott – The Teleporter

Marriott – The Teleporter
• VR headsets, headphones, heaters and wind
jets to take users on a trip to different cities.
• Helped position Marriott as a forward looking
and relevant brand in the market to compete
with tech savvy boutique hotels and big
hitters like the Omni in Dallas and The W.
• Combines visuals with the other senses,
going beyond what it possible by just
showing a 360 video.

BMW - Keep Your Eyes On GiGi

Indiana University - Fan Engagement

Patron – The Art of Patron

Inﬁnity - Driverʼs Seat

Topo Chico - Event Coverage

C3/Samsung - Content Production

Top Shop - NYFW Catwalk Experience

TRESemme - Tres-pass

Alcoa - Factory Tour

(+1) New York Times – The Displaced

Some Tips Before You Start
(in no particular order)

Don't make 'em puke.
It doesn't need to be a blockbuster.

Your VR experience MUST
• entertain & inspire or
• drive sales & leads or
• teach your customers or
• otherwise support your marketing goals in a
tangible way

Set expectations internally  
and externally.  
Expect the unexpected  
& plan ahead.

You don't know VR unless you've tried VR.
Your client doesn't know VR unless they've tried VR.

Incorporate other senses when possible.

Youʼre gonna need a bigger boat.

Set and track key performance
indicators to measure your success.
• Interaction KPIs: How do consumers interact with
your VR content?
• Usage KPIs: Who sees your VR content?
• Lead-generation KPIs: How does your VR content
contribute to lead generation?

Itʼs a bucket-list activity. 
Treat it like an exclusive experience.

Make It Scale
The market is fragmented.  
You must decide if your experience needs to work on
multiple devices.
Mobile VR Tethered VR
Custom Built VR
Displays and Kiosks

There are very few rules but the
most important rule:
Plan in real reality…then double it

Integrate Virtual Reality into your
existing content marketing toolbox by
using synergies wherever possible.
• What content do you create anyway that you can
amplify with VR?
• How can you leverage your VR content on your other
channels?

Get there early,  
stay late,  
work hard,  
and have fun!
Helpful links: 
 
 
RoadToVR.com 
UploadVR.com 
VirtualRealityNews.com 
VirtualRealityReporter.com 
VRideo.com 
VRScout.com 
VRStatus.com

Questions?
giovanni gallucci 
http://gallucci.net

10 Virtual Reality Marketing Strategies You Can Implement Now!

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10 Virtual Reality Marketing Strategies You Can Implement Now!