Virtual Reality generates completely non-existent worlds, the augmented reality combines real elements with digital elements, and the mixed one is, as the name suggests, a combination between the other two.
Augmented reality can be used on mobile devices, such as smartphones. Using the camera of your device, real physical items you are watching will be displayed on screen, but also digital items that are reproduced in a way that seems to interact with the real environment. A good example of this type of application is the Pokémon Go game.
In mixed reality, the user interacts with physical and virtual environments, using futuristic imaging and scanning technologies. Mixed reality allows you to see and sink into the world even when you interact with a virtual environment. It gives the opportunity to have one foot in the real world and the other in an imaginary place, breaking down the barrier between real and imaginary.
Its ability to attract public attention and present the product in a personalized way transforms the Virtual Reality into the instrument with the greatest potential to revolutionize the current advertising industry.
Marketing and virtual reality
It’s not a novelty incorporating 3D into our lives. The trend of 3D videos has been launched already in the ’80s and’ 90s
The prominence of the video is one of the fundamental features of advertising through virtual reality. Videos have proven to be more effective than texts as a digital marketing strategy, and the fact that through Virtual Reality the user is now able to interact with the video/3D content makes it a more attractive option for the consumer.
Generate innovative and high-quality content
Virtual Reality offers a new way of presenting the products and services of a company to potential customers. In this case, promotional videos become a thrilling and exciting experience that will certainly not leave consumers indifferent.
In addition, content that could be basically complex is much easier to understand due to this technology. The simulations and images facilitate understanding for all audiences.
The user experience is one of the defining factors of identifying the audience with the promoted product.
Virtual reality is a way to improve the user experience. In this way, they can become protagonists of history itself and not just spectators.
The user switches from being the third person which is offered a product or service, to live an experience in which he is the protagonist, by virtually testing a desired object or service. For example, we can visit a place before getting there, promote an event, visit a store, etc. Although this is a technique still under development, in a few years, it is expected to be the main marketing tool.
Many companies have already seen the potential of this technology when it comes to promoting brands and have not hesitated to start including it in marketing strategies and to use it.
One of the most innovative digital virtual reality activations is Audi’s. To promote the new Audi Q5 they launched the “Enter Sandbox” action, based on Virtual Reality.
By involving more senses and turning the customer into the protagonist of the experience, 360 degree virtual reality videos leave more traces and are easier to memorize over time. Its impact, therefore, is much higher than conventional advertising. Immersion in the environment is the main factor that helps consumers retain more information about the brand.