“Artists use lies to tell the truth. Yes, I created a lie. But because you believed it, you found something true about yourself.” ― Alan Moore
VR and AR: Changing the Game
Stories have been around for eons. It was how humans passed knowledge down from one generation to the next before the written word. Stories were how we preserved our history, culture and identity as a people.
It’s no wonder then that stories still wield enormous power in our society.
For many centuries, the written word carried our stories forward. The motion picture was a big leap as it allowed us to tell stories that closely resembled real life with moving images and sound, close to how we perceive the world on a daily basis.
Then came video games and their ability to add interactivity to a narrative.
With interactive entertainment we had, for the first time, the ability to “be” a character in a narrative, control that character, and make decisions that affected the outcome of the story. Video games and interactive entertainment have exploded into a multibillion dollar industry, even surpassing film in revenue.
Next came Virtual Reality (VR) and Augmented Reality (AR).
With these two technologies, a massive leap in immersion became possible and opened up a whole new world of possibilities for entertainment, design, marketing, business, training simulation and much more.
Companies like Oculus (Facebook) are bringing VR to the masses at price points that are falling rapidly with technology that is becoming more and more user friendly.
Games like Pokemon Go are opening our eyes to the power of AR and its ability to change the way we interact with our environment.
AR is a way to enhance the world we live in while VR is a way for us to escape our own reality and transport ourselves into a completely different world with the push of a button, with a level of immersion we’ve never had before.
We can interact with friends in the VR world. We can share experiences that change the way we perceive the world. We can use our entire computer in VR and we can even travel, shop and learn in VR. Its a brave new world.
Storytelling will be forever changed
Things rarely happen over night, but the old cinematic paradigms are shifting. We have been watching films in much the same way for over 100 years. We sit down and we see moving images projected onto a 2D screen.
The narrative was the most important element- the story. This is because with a 2D screen, you have little else immersing you. You need a strong story.
This hasn’t changed with VR. You still need a strong story however, with VR the level of immersion is off the charts. You feel as if you are IN the movie! Instead of a 2D screen, you can look all around, just like in real life. You can walk around and explore. There is a feeling of limitless depth.
For filmmakers, story is important but now, with VR, you can no longer avoid creating a compelling universe.
For the past 100 years, the camera in film told us where to look. In fact, it basically looked for us. Now with VR, the viewer can look anywhere in the world. They are no longer limited to a frame. The field of view is boundless.
Marketing in a VR World
Marketing has been around for a very long time. Marketers are storytellers. They don’t sell products and features, they sell experiences and stories. The consumer imagines themselves in that story. In the end, with masterful marketing, it’s a story the consumer tells themselves before they buy a particular product.
Although it’s gone through many changes, marketing media has basically been viewed in the same format whether it’s on a TV, the internet, or a page in a magazine- we see it as a 2D image.
VR is set to change all of that.
With VR and AR, marketers are no longer limited to a 2D plane. Marketers are now only limited to their own imaginations.
Marketers can now build entire worlds. They can create endless experiences that keep consumers coming back over and over again. Consumers can experience new stories and relive their favorite ones over and over again.
Marketing is no longer a single event, like a TV commercial or a Google ad. Marketing is now a truly immersive experience. It’s a story that doesn’t have to end, in a world the consumer can instantly become a part of.
We are at the beginning of an exciting new era in virtual storytelling. Businesses can begin creating worlds their customers will never want to leave. Instead of the traditional Interruption Marketing, marketers can engage consumers in Permission Marketing with a level of immersion that was previously impossible.
Want to bring your business into the future of humanity’s new Virtual and Augmented Reality? Let us help you create a new world that is perfect for your customers and built just for you.