Interactive VideoLecture #4: Live Streaming; Virtual & Augmented Reality, 360 Video

UGBA 198 - Fall 2016Haas School of Business, Berkeley

Julian Gamboa-Ramos

● Video creates the highest reach in Facebook algorithm.○ Autoplay functions generate 3 sec views.○ FB news feed reach: Video > Status > Link > Photo

● Video increases average app usage duration.○ Different variations: Live, Augmented, Virtual.

Why Video?

Live Streams

A live transmission of an event via the internet.

● FB/TW/YT broadcast while audience comments.● Interactivity made easy and direct with fan base.● Behind-the-scenes action, audience rewards.

Live Streams

Buzzfeed: #Watermelon

● Current view count is 10 million.● Trended on Twitter for a short amount.● “Breaking the internet”

Buzzfeed: 800k live views

“Chewbacca Mom” (2016)

● Current view count: 161 million views○ 2.9 million in Facebook Reactions○ 3.351 million in shares

● Safe to say: it went viral.○ Star Wars - Facebook - Kohl’s (sold out!)

“Chewbacca Mom” (2016)

● All examples have in common:○ There’s a focus in the video.○ Chewbacca mom: laughter when trying mask○ Buzzfeed: watermelon explosion

● Presentation: What is the goal of your video?○ Short audience attention span.○ Audience comment involvement

■ Build ups!

Success In Live Streaming

Augmented Reality

Steady 3D model (or image) with stay-in-depth on a camera-dependant background.

● Heavily kicked off Summer 2016.● AR cards (Nintendo, early 2011)● Requires knowledge of coding.● Everyday use, where?

Augmented Reality

Snapchat: AR Filters

IKEA 2016 Catalogue: AR

● Notable franchise: “Nostalgia meets reality”○ Users can be in “The World of Pokémon”

● Camera Feature: User-Generated-Content friendly○ Beyond gaming, where else were the users?

Pokémon Go (2016)

Mashable's The 15 weirdest places people have caught'em all in 'Pokémon Go'.

Pokémon Go (2016)

Virtual Reality

Virtual RealitySimulation of a 3D image/environment that can be interacted with in a seemingly real/physical way by a user using special electronic equipment

● September 2015: Facebook rolls out 360° video function.● Video content is more immersive; storytelling ads.

360° takes it a step further.● F100 companies (NBC and Disney) beta testing

capabilities.

Virtual Honeymoon, Powered by Oculus

Mariott Hotels (2014)

● New ways of content production leads to new approaches: Marriott Hotels shifted: functional experience to storytelling

● On-site activations incorporating more digital advertisement: Samsung VR Gear with Jurassic World movie trailer release.

● Tech usage gap: First time VR users more likely to purchase?Marriott Hotels volunteers first time with Virtual Reality gear.

On-site Activations

Six Flags Tatsu’s Samsung VR Demo

Six Flags’ Tatsu (2016)

Virtual Reality: Brainstorming● What company or franchise do you think should be taking

advantage of platforms’ support of 360 videos?○ What storytelling opportunities could be created?○ Are you likely to follow a brand with VR videos?

● [Aside] Pro-Tip: Download the YouTube app for Virtual Reality experience. Browsers do not fully support VR.

Facebook Brings 360-Degree Virtual Reality Videos to News FeedsAdweek | Lauren Johnson | @LaurenJohnson

Virtual Reality Gets RealForbes | Patrick Hanlon | @hanlonpatrick

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