Virtual Reality: Has the Future Arrived? And More Importantly: What Applications Can It Reach in Marketing and Brand Communication Innovation?Let’s explore the upcoming hi-tech innovations on the horizon and discover the tools that will become part of the business world!

Already in the 1950s, director and creative Morton Heiling made an attempt to build “cinema of the future” with his creation, Sensorama. At a time when most people owned black-and-white televisions, Heiling started working on a 3D camera with a projector, stereoscopic screens, stereo speakers, and a system to release scents, all in an effort to provide an olfactory experience. While Heiling’s vision was undoubtedly ahead of its time, the development of Virtual Reality (VR) didn’t gain significant traction in the tech world—until our current millennium.

One of the first steps toward the “future” Heiling envisioned came from Google Cardboard, the low-cost VR headset made from cardboard.

But what exactly is a Cardboard?

It can be described as a simple cardboard binocular with biconvex plastic lenses, an elastic strap around the ears, and two adhesive Velcro strips to secure the smartphone in place. Designed to foster the development and sharing of VR, the low-cost, popular Cardboard gained massive success. It even attracted platforms like Sky. Recently, Sky announced the launch of the Sky VR App, a mobile application compatible with both iOS and Android. To promote its app, Sky is giving away thousands of Google Cardboard headsets to those who visit Sky Backstage at the O2 Arena starting on October 20.

Google’s second step into the world of virtual reality is Daydream, available with Android N. It offers the opportunity to teleport anywhere, living a lucid dream via your smartphone and a small sensor-remote.
Fully integrated with the latest version of Android, Daydream is now a core feature of the operating system. With a simple touch, users can activate VR mode, immersing themselves in VR-enabled content and apps.

With the launch of the new Daydream platform, Google also introduced the YouTube VR App, a software that, in addition to the classic features (voice search, playlists, history, etc.), will offer 3D content and 360° experiences: videos can be viewed from any angle without the need for a headset, simply by tapping or moving the phone.

Once we reach these results, the question arises: is it really worth betting on this new technology? Will the results satisfy users? And what do businesses think about it?

The answer is simple: many companies have already recognized the potential of these technologies to make the consumer experience as comprehensive and engaging as possible, and many brands have used it in various ways. Swedish car manufacturer Volvo used virtual reality as a promotional tool to launch the new XC90: by wearing the Cardboard, you can test the car, view its interior, and simulate a test drive while comfortably sitting on your couch!

https://www.youtube.com/watch?v=Wuln2bJkp1k

The Marriott hotel chain, on the other hand, provides Samsung’s Gear VR headset—Google’s ally—to give its guests a virtual travel experience. Marriott Hotels’ Vice President, Matthew Carroll, explained that customers “want to stay in more inspiring environments: VRoom combines storytelling and technology, two important aspects for the new generation of travelers.”

As we can see, advancements in computer technology allow the real world to get closer to the digital world, minimizing any differences: we can travel—while remaining still—from one place to another, find ourselves in an igloo, instantly go snorkeling on the coral reef, and then watch an NBA game. It’s a cathartic experience, engaging the viewer to the point of feeling one with the action… but it can also be a great marketing tool (certainly one of the most followed in the coming years), able to increase consumer participation and showcase the product features before purchase.

What will the next steps be? Stay tuned to LunaPost, we’ll let you know as soon as there are updates… and for any information, don’t hesitate to contact us!