Making the Most of VR: 10 Tips for Sports Marketers

MAKING THE MOST OF VR: 10 TIPS FOR SPORTS MARKETERS

30 YEARS IN SPORTS & ENTERTAINMENT

25 YEARS OF THE NEXT BIG THING

CD-ROM

INTERACTIVE KIOSKS

WEBSITES

SOCIAL MEDIA

MOBILE WEB

MOBILE APPS

GESTURAL INTERFACES

TOUCH WALLS

3D PROJECTION MAPPING

VIRTUAL REALITY

AUGMENTED REALITY

WHO?

WHAT?

WHY?

TIPS FOR EFFECTIVE VR MARKETING AT EVENTS, TRADE SHOWS, AND RETAIL

BRANDS & PROPERTIESMARKETING WITH VR

MAXIMIZE ROI … AND MANAGE EXPECTATIONS

MAKING THE MOST OF VR

PLATFORMS BRANDS VENUES

EXPERIENCE IS A GOOD TEACHER

VR: THE HOT NEW TREND 200 YEARS IN THE MAKING

7

DIFFERENT REALITIES

REALITYVIRTUAL

REALITY (VR)AUGMENTEDREALITY (AR)

AUGMENTEDVIRTUALITY (AV)

MIXED REALITY (MR)

MILGRAM, PAUL; H. TAKEMURA; A. UTSUMI; F. KISHINO (1994).

CURRENT STATE (2017E-2020E)

CASE STUDY: AT&T CTIA 2016 8

WE ARE STILL IN THE AWKWARD TEEN YEARS FOR VR



FROM HUMBLE BEGINNINGS

2005 2017

“the first smartphones came out in 2003, right, the BlackBerry and Palm Treo, and it took 10 years to get to 1 billion units…

…If we can be on a similar trajectory of anywhere near 10 years for VR and AR …and we're making the right bets now to plant the seeds for that.”

FUTURE STATE (2024E-2027E)

• Large installed base

• Unified standards

• Broad array of consumption options

• Seamless content landscape

• Established revenue models

• Mature tools for production, publishing, measurement, personalization, advertising


CASESTUDY:AT&TCTIA2016 13

LET’S GET A FEELFOR THE GROUP• ORGANIZATION?

• VR EXPERIENCE?

• VR DEVICE?

• VR SPEND?


SUMMARY:10 VR TIPS FOR SPORTS MARKETERS

Use VR wiselyChoose the right tech

Follow best practices

Short & clear story

Manage security

Test, test, test again

Anticipate barriers

Assumenewbies

Guide users

Leveragethe line

IS VR WORTHTHE EFFORT?

memorable?engaging? +attractive? + bestexperience

USE VR FOR THE RIGHT REASONS

USE VR FOR THE RIGHT REASONS

ATTRACT

TRANSACTMEASURE

&OPTIMIZE

ENGAGEBUILD

LOYALTY

ENGAGEMENTATTRACT

TRANSACTMEASURE

&OPTIMIZE

ENGAGEBUILD

LOYALTY√ PRESENCE

√ CONNECTION

√ MEMORY

GOOD REASONS TO USE VR:

TRANSACTION

BAD REASONS TO USE VR:ATTRACT

TRANSACTMEASURE

&OPTIMIZE

ENGAGEBUILD

LOYALTYX READING

X TYPING

X ACCURACY

RATING EXPERIENTIAL TECH

23

AUGMENTED REALITY VR 360° VR ROOM SCALE

TOUCH WALLS TRANSPARENT SCREENS GESTURE-BASED UI BEACONS

PROJECTION MAPPING HOLOGRAMS AUGMENTED REALITY VR 360° VR ROOM SCALE

RATING EXPERIENTIAL TECH

CHOOSE THE RIGHT TECHNOLOGY

DURABILITYREACH VS. QUALITY BACKUPS

CONTENTDISTRIBUTION LOGISTICS

FOLLOW BEST PRACTICES FOR VR

Good documentation out there from Oculus, Epic, others

TEST ON NEWBIES

AVOID QUICK CUTS

AVOID CINEMATICCAMERAS

DON’T SHAKE THE CAMERA

SLOWYOUR ROLL

CAMERA HEIGHT

REAL-WORLD SCALE

KEEP IT SHORT & CLEAR

3-4 MINUTESMAX

INCLUDE CUES AT START, END

WORTH THE WAIT

VR ONLY PART OF THE UX

TELL THEM WHAT’S NEXT

SECURITY IN VR ACTIVATIONS

GENERALCONCERNS CTIAimageshowing

femaleguestwithpurseinlap

GUESTSECURITY

DEVICESECURITY

TEST, TEST, & TEST AGAIN

MOBILE VR ROOM-SCALE VRUSERS

• We develop on new hardware, but users have old hardware

• Latency is nauseating

• Variation across devices, models, versions

• Stress test

• Test across GPUs

• Storage, memory

• Still lots of newbies. test on them.

• Simulation sickness is real. test across age & vision

• No clear UX paradigm

ANTICIPATE BARRIERS

societalhygiene

safety security

ASSUME EVERYONE IS A VR NEWBIE• Be patient & gentle

• Explain what will happen

• Tell them how it works

• Stay with them for a minute

• Monitor their progress

• Get feedback

• Remind on message, suggest conversion

VR ISN’T IMMEDIATELY INTUITIVE. GUIDE THEM.

ESTABLISH THE UX

ESTABLISH THE

NARRATOR

PROVIDE LOTS OF

GOOD CUES

MANAGE EXPECTATIONS

THE LINE IS YOUR FRIEND

SUMMARY:10 VR TIPS FOR SPORTS MARKETERS

Use VR wiselyChoose the right tech

Follow best practices

Short & clear story

Manage security

Test, test, test again

Anticipate barriers

Assumenewbies

Guide users

Leveragethe line

BONUS TIP: NEED HELP? FIND A REAL PARTNER

EXAMPLE AT&T SMART CITY VR AT HANNOVER MESSE


• Use VR wisely• Assume VR newbies• Guide the users• Test, test, test• Leverage the line

EXAMPLELEXUS VIRTUAL TEST DRIVE AT THE NY AUTO SHOW

37

• Use VR wisely• Short & clear story• VR best practices• Leverage the line

EXAMPLEDRONE VR FOR AT&T

38

• Use VR wisely• Short & clear story• VR best practices• Anticipate barriers

EXAMPLEVIRTUAL CRUISES WITH CARNIVAL CRUISE LINES

39

• Use VR wisely• Short & clear story• VR best practices• Leverage the line

EXAMPLEVR AUTO SAFETY FOR NAT’L SAFETY FOUNDATION


• Use VR wisely• Short & clear story• VR best practices• Assume VR newbies

EXAMPLEVIRTUAL STADIUM AT COLLEGE FB HALL OF FAME


• Use VR wisely• Anticipate barriers• Manage security

EXAMPLEAT&T ‘HOLODECK’ FOR MOBILE WORLD CONGRESS


• Use VR wisely• Anticipate barriers• Leverage the line


FROM HUMBLE BEGINNINGS

2005 2017

QUESTIONS?


THANKS!MAKING THE MOST OF VR: 10 TIPS FOR SPORTS MARKETERS

JOHN BUZZELLPRESIDENT, INNOVATION TECHNOLOGIES

[email protected]

www.linkedin.com/in/jbuzzell/

@buzzer


PASSION. PEOPLE. PURPOSE.

www.groupcse.com

Making the Most of VR: 10 Tips for Sports Marketers

Marketing