Virtual Reality: An Opportunity for Public Relations
Although Virtual Reality (VR) sounds like a bridge too far for some people, it has recently become more commonplace, not only for consumers but also for businesses. Think about Google Cardboard, but also Samsung Gear VR and HTC Vive Headset, that offer affordable ways to experiment with VR.
The potential of virtual reality as an experimental storytelling platform has many brands already experimenting with the possibilities. The technique is being adopted across industries, not only for its commercial value, but also because it can help stimulate learning and has the ability to connect products to experiences. The North Face is a good example of a company that started using VR for this last function. They shot footage of a climb in Yosemite National Park, which was turned into a VR experience for shoppers at its retail outlets in New York and San Francisco.
Europe also has plenty examples of companies that use VR, such as Velux, a Danish company that specializes in roof windows and skylights. They applied VR to help consumers get an impression of the potential of their attic, by showing how a room could look with more daylight with the help of a roof window. Without VR, imagining the impact of Velux’ solutions on a room is hard to do, so the VR experience really helped (potential) customers to get a first look.
Marketing has embraced the opportunities that VR can offer, seeing the potential to empower marketing communication initiatives. Of course there are challenges, however in the eyes of MSLGroup (a public relations network of companies) there are six powerful reasons for PR professionals to start diving into it right now:
Longer engagement time: VR has already proved that it can hold people’s attention for an extensive amount of time.
Deeper emotional engagement: VR makes consumers part of the brand experience as VR has the unique opportunity to offer an immersive experience that will stay with users forever.
Increased trust: VR helps replicate the communication and transmission of sophisticated human cues that build trust: direct eye contact, a strong presence and compassion.
Simplifying the complex: In VR users interact in a way that allows for a much more comprehensive and holistic understanding of the concept.
Greater devotion: VR helps in creating a stronger devotion to the brand, since it gives you the experience that you are really a part of it.
Condensed sales cycle: VR can be used to jump-start a consumer experience when it’s difficult or impossible to introduce the product itself.
VR at PR is Key
We believe that virtual reality will become even more important for the public relations industry. It not only offers marketers but also PR and communication professionals the opportunity to build an experience around the news they are conveying. VR offers a platform to evolve a message from a two-dimensional notice to a three-dimensional moment, in which the audience is not only informed but plays a central role. To give you a better idea of what you can do with virtual reality, VR-House.nl will be present at PR is Key.
VR-House.nl is a young, flexible and fast-growing startup specialized in virtual reality. The startup was founded in January 2016 by two entrepreneurial students with a strong interest in the potential of virtual reality. VR-House.nl is the place to obtain affordable and professional virtual reality products and services. With their own design of the Google cardboard, they brand virtual reality headsets for many customers! In addition to the cardboards and rentals they have been involved in organizing virtual reality related events and demos. Besides, they also have their own development team which make very cool apps.
Find out more about VR-House on www.vr-house.nl/en/