What Campaigns Call For Immersive Experiences?, Digiday WTF VR, May 11th, 2016

Hello.

I have a dirty secret.

When is VR right for a campaign?

3

1.

BrandStory

2.

TargetAudience

3.

CampaignContext

1.

BrandStory

2.

TargetAudience

3.

CampaignContext

70%

7x

1.

BrandStory

2.

TargetAudience

3.

CampaignContext

!

1.

BrandStory

2.

TargetAudience

3.

CampaignContext

!

B2B TargetBartenders Mixologists

Influencers

Buyers

1. Value new experiences2. Share out with their community3. Amplify through WOM at POP

And they didn’t need to own a VR headset!

1.

BrandStory

2.

TargetAudience

3.

CampaignContext

!!

1.

BrandStory

2.

TargetAudience

3.

CampaignContext

!!

?

?

?

?

?

??

?

Earned & Shared Media

OwnedMedia

PaidMedia

Earned & Shared Media

OwnedMedia

Sales & Marketing

Agency Partners

Social

Trade Shows

Retail Stores

DistributorMeetings

Events

patron.com

Sales & Marketing

Agency Partners

Application

Gear VRTier 1

Tier 2

Tier 3 360º Video

Social

Trade Shows

Retail Stores

DistributorMeetings

Events

patron.com

Influencers

Bartenders

Buyers

Press

Mixologists

Sales & Marketing

Agency Partners

Social

Trade Shows

Retail Stores

DistributorMeetings

Events

patron.com

Influencers

Bartenders

Buyers

Press

Mixologists

InfluencerCommunities

Social Sharing

WOM at POP

Sales & Marketing

Agency Partners

Social

Trade Shows

Retail Stores

DistributorMeetings

Events

patron.com

Influencers

Bartenders

Buyers

Press

Mixologists

InfluencerCommunities

Social Sharing

WOM at POP Consumers

Sales & Marketing

Agency Partners

1.

BrandStory

2.

TargetAudience

3.

CampaignContext

!! !

Thousands of Gear VR experiences served to the most influential target

10,000+ Mobileexperiences served

95 million impressions

Changed the way the sales and marketing team does business

Sales increase = ?

1. Engagement. Yes. Attributable conversion. No.

2. Need your own distribution channel. Think beyond the headset.

3. You can’t dip your toes in the water with VR. Your experience has to make an impact.

Also worth checking out…

McDonald’s VR Experience Merrell VR Experience

Thanks.