VR in marketing

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I’ve had my NYTVR (New York Times Virtual Reality) cardboard box for months but never used it until I bought an Android Phone two days ago. To say the experience was mind blowing would be an understatement. I watched the beginning of “All who remain” a VR film about the conflict in South Sudan and initially didn’t know what to do.  Watching the screen for a few minutes it seemed just an average movie, albeit with very interesting subject matter and landscapes. Then I turned my head. And realized I could look up down and all around and see my full environment. Talk about Wow out loud.

The experience was a bit trippy and the definition far from high, but the marketer in me actually saw what my brain foresaw in theory years ago.

Robert Scoble has been a fan for a while; now I see why.

Brand strategy is about creating an organizing principle for product, experience and messaging. The experience part of the equation just opened up as never before.

This is going to be some ride. Remember when 200 social media agencies open in NYC 5 years ago. We ain’t seen nothing yet.

Peace.  

 

 

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D2C.

If you are a CEO in the mall business or major retailer, you had better quit your day job (as you know it) and start making some serious plans. Amazon is eating your lunch. And breakfast and dinner. I see a future for car dealerships. They had better ready themselves for the time when cars will not be bought on lots, but online.

We’re not that far away from virtual reality as a marketing tool and when it hitsit will accelerate direct-to-consumer purchasing. Amazon is fixing the same day deliver problem – one reason to buy in-store — and VR will allow user to try/experience products without a store visit. So buckle your seatbelts.

If you sell anything and are not thinking about direct-to-consumer, you’re napping. If you are thinking about ways to lead your category into direct-to-consumer, you will have an early windfall.

So get with it marketers. Get on the D2C bandwagon.

Peace.               

 

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pokemon go

I talk about the branding and marketing value of a category or incipient category in which there is “pent up demand.”  The flash boom growth of Pokemon Go is one such example. I know because I live near a park that is a waypoint (gym?) in the VR world that is the game Pokemon Go.  Cops have closed the park entrance, overflow teens and mills walk the streets after dark near the park in hopes of a glimpse of a creature. They break the law, entering the park, after hours just to play. Kids (may I call them kids?), who grew up on sedentary video games, Gameboys, and consoles have been waiting a long time to be unleased. Rather than shoot up bad guys with and against global acquaintances (guns games are becoming passe for kids), they’re actually out and about, meeting people. Virtual world fun in the real world.

In 10 years, many of these kids will be saying about their spouses “Remember meeting while playing Pokemon Go in the East Village?”

Many thought porn would be the first virtual reality (VR) breakthrough. Wrong. It’s promotional gaming.  And we’ve only seen the beginning. Marketers will figure this one out in ways that will reinvent promotion. Imagine developing a game in which you can knock 50% off the price of a TV for a little walking around time investment? This ain’t no “treasure hunt” walk about my friends, it’s a VR learn and share experience that’s going to be a woosh for marketing development companies.

Yesterday my dentist asked me to suggest a good marketing job for an intern. My answer today?  Get a marketing-development job that lets you dabble in VR. Bam!

Peace.

 

 

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