How to Make Branded VR Accessible to Consumers
Though we have yet to live our lives through VR goggles, VR has been taking the technology world by storm with its immersive ability to engage users. It’s no surprise that major companies like Coca-Cola and McDonald’s have successfully taken advantage of this format to create fun and innovative advertising campaigns.
However, something that holds many brands back from pursuing VR content is its accessibility. For now, we’re on the precipice between breaking through the market of enthusiasts to the market of general consumers. But, as VR continues to grow and revolutionize the fields of storytelling, gaming, and branding, there are many ways to effectively use this technology for your brand and to make it more accessible for your typical customer. Here are some tips:
For example, there are many platforms your customers can use to stream VR video. The famous Oculus Rift is now joined by many similar companions like Microsoft HoloLens, Samsung Gear VR, and HTC Vive. Though such headsets have primarily been used by gamers, devices like the Samsung Gear VR and HTC Vive, which range from $99 to $699, are slowly entering mainstream culture.
However, you can also invest in creating or purchasing simple, inexpensive VR headsets for your brand. One product that has revolutionized the affordable VR headset is Google Cardboard, a simple, minimalistic headset made from—you guessed it—cardboard. Purchasing one ranges from about $1 to $20 online, and it can even be printed and created at home.
For example, McDonald’s took advantage of this concept and created simple headsets that could be ripped and folded from their signature Happy Meal boxes, and were able to share the virtual reality experience with all of their customers. Branded VR via headset doesn’t have to be a complicated, expensive endeavor; the possibilities are endless when deciding how to craft the experience for your brand.
Mobile and Desktop VR
But you don’t need a headset to experience VR—users can also experience Branded VR and 360° video from their living room just by using their mobile device or laptop. By bringing a fresh technology to these devices, VR technology is not only inclusive for both new and old users but also brings new life to more traditional platforms. Nowadays, most people own and carry around smartphones—by making your VR content mobile-friendly, you can bring a mini VR experience to anyone at anytime, anywhere.
When making Branded VR more accessible for your consumers, it is also important to focus on facilitating the user experience. For example, help guide new users by writing clear instructions, like a voiceover or a short blurb in a YouTube description, explaining how to look around and get the most out of the experience. Because of the innovative nature of VR, it is important to make sure audience members of all ages and backgrounds—tech savvy or not—can easily enjoy their experience.
Promoting Your VR Content
Finally, when you are finished developing your VR content, make sure you take steps to effectively promote your work! Whether you are creating a commercial, an explainer video, or a narrative story, it is crucial that you are able to reach your target audience and consumers. Show off your content with a compelling, eye-catching headline, or promote across multiple platforms like YouTube, Facebook, Twitter, and Instagram.
YouTube, which supports virtual reality and 360° video, is a great, wide-reaching platform to post branded VR content on. Other social media outlets are also beginning to hop on the VR train—Mark Zuckerberg, for example, recently announced plans for social VR.
Additionally, because of the novel nature of VR technology, VR videos tend to go viral or get more attention on the internet over their 2D counterparts. Take advantage of the new perspectives and attention VR can bring—by being able to seize viewers with a campaign that is fresh, innovative, and memorable, you will already be ahead of the game.
Featured image from https://www.engadget.com/