virtual reality - the next frontier of creative innovation

Virtual Reality: The Next Frontier of Creative Innovation

Dr. Kimo Quaintance Munich Marketing Club 04 February 2016 @kimoq

Sources: NASA Jet Propulsion Laboratory, Nintendo

Source: Oculus

WHAT MAKES VIRTUAL REALITY UNIQUELY POWERFUL?

• The first media to drive our senses in the way we are designed to perceive the world

• Can create the experience of ‘presence’

• Can create a strong sense of empathy

• Can have powerful psychological impacts on users

An incredibly exciting innovation in marketing is coming, and most

companies are going to miss it…

because they won’t understand it.

360 VIDEO VR EXPERIENCES

360 CAPTURE

Source: Fraunhofer HHI

VR IS NOT THE NEXT TELEVISION

In VR, you are there

In VR, YOU are there

You need storytelling to get me to care about other people.

You don’t need to convince me to care about myself.

VR is not new

Embodiment

Source: Nautilus / Holojam

You will be able to directly, and specifically target emotional change in

your target audience.

This is a superpower.

Source: Stanford VHIL

Source: Stanford VHIL

Do you want your audience to experience being: More confident? More risk averse? More sociable? More active?

More environmentally friendly?

Aligning your audience’s emotional experiences with your brand’s

core values = winning.

Case Study:

The Royal Opera House, London

Vision is essential

Do the research

Collaborate to learn

QUESTIONS?

Dr. Kimo Quaintance Munich Marketing Club 04 February 2016 @kimoq kquaintance@gmail.com