Virtual and augmented reality technologies are developing at full speed. More and more areas of our life seek to use these advanced technologies. And given the fact that the cost of devices that enable the use of these technologies gradually becomes available to users, the popularity of augmented and virtual reality is growing very rapidly, especially in the entertainment industry.
Augmented Reality in the Entertainment Industry
Augmented reality in the entertainment industry is a trend line that is gaining popularity among museums, supermarkets, television and large brand names that are constantly forced to create something new for their customers.
Pepsi Augmented Reality Campaign
One of the first and at the same time popular examples of using augmented reality was the example of Pepsi, which put a touchscreen panel at a regular bus stop. A camera, which was placed on this panel, retransmitted the back of the panel, so that people had the feeling that this panel was transparent. At some point in time, Pepsi pressed a button and unusual phenomena appeared on the screen – a meteorite falling to the ground, huge monsters jumping out of the ground, flying saucers over people’s heads.
As a result of implementing such a non-standard approach, Pepsi for several months has collected more than 8 million views on YouTube, hundreds of thousands of reposts on social networks and a huge number of loyal customers who have recognized the innovative brand.
The World Wildlife Fund and Coca Cola – Arctic Campaign
Augmented reality advertising can be really exciting creating a long-lasting emotional connection between the brand and the customers. This strategy was used in the Arctic Home campaign, which was launched by Coca-Cola and the WWF. The campaign, aimed at protecting polar bears and their natural habitat, included the plunge into augmented reality at the Science Museum in London.
Visitors could see themselves playing with polar bears in their natural habitat. This event helped Coca-Cola to create deep emotional bonds between people and the brand and draw public attention to the existing problem.
Toys “R” Us Campaign
This example perfectly shows the augmented reality capabilities for promotional campaigns. Toys “R” Us has launched a wonderful Easter holiday AR campaign. Its name was Virtual Easter Egg Hunt, and children were encouraged to use their tablets to follow the virtual Easter bunnies and hunt the eggs that were hidden in the shop.
Virtual Reality in the Entertainment Industry
Fridge Roller Coaster Campaign
Hammerhead VR company used virtual reality technology to create the effect used in the movie “Honey, I Shrunk the Kids”. The user puts on virtual reality glasses and finds himself in an ordinary fridge. The size of the person is reduced to the size of a walnut. The journey starts from the top shelf and allows users to speed past the shelves quick as the wind, passing the different foods that are stored in the fridge. The users’ response was predictable – everyone was completely admired and noted the high quality of virtual reality.
Virtual Reality Quests
Ten years ago, few people heard about quests where you are placed in a room and forced to look for clues during some time period to open the door and break free. Hardly ever had this direction become popular, as new technologies introduced their changes. Virtual reality technology has fundamentally changed the idea of this entertainment form. Now there is no need to prepare the premises, make repairs and limit the scriptwriters’ ideas. There is no limitations for virtual reality now. You can create any location, think over any filling, add fantastic creatures and much more. On the quest shown below, you find yourself in a room with a corrupt official. Your main task is to collect evidence and prove the connection between this person and a big law violation.
Virtual Reality Games
This development direction of virtual reality is now the most important, since games are the main reason for the development of virtual reality glasses. Each glass manufacturer strives to improve the equipment quality, reduce costs and make the experience of plunging into virtual reality more comfortable. Such competition leads only to one thing - the quick development of virtual reality technology.
Below you can see the first minutes of the most expected game of 2020 in virtual reality Half-Life Alyx.
Thus, virtual and augmented reality technology helps users to fully undergo any experience, and marketing experts are given a magic wand which can help to hold attention, create an emotional connection with the brand and, as a result, a tool to create a loyal audience.