Throughout history, businesses have used the latest technology to help them sell their wares. What started with shop signage and printed advertisements has evolved via radio and TV messaging to internet banners and promoted social media posts. So the next step for future marketing is arguably 360-degree video and virtual reality.
In fact, the revolution has already begun…
Mercedes-Benz: 360 video drive in the E-Class around Lisbon
The car industry is busy experimenting with 360 video, as it’s the perfect way to show off a car’s interior. This video of the Mercedes E-Class, for example, puts you right in the passenger seat with a glorious, all-round HD view. In way, it’s almost as good as being there in the real car.
Other auto manufacturers are taking slightly different approaches.
This immersive video example from Fiat for its Fiat 500 model is much more of a traditional car advert, but with a 360-degree twist.
While for the launch of Faraday Future new intelligent electric car, the FFZERO1, it delivered a conceptual film more in keeping with the high-tech nature of the vehicle.
Faraday Future: FFZERRO1
Movie studios are increasingly turning to 360 video to put viewers inside their movies. The Dunkirk VR Experience gives you an insight into the horrors of war as 400,000 besieged allied soldiers waited to be rescued. While, at this year’s Comic-Con in San Diego, Warner Bros. used 360 video to let visitors sit (and soar) in one of Blade Runner 2049’s flying cars.
Save Every Breath: The Dunkirk VR Experience
The interesting thing about the 360 video format is that it’s making advertising agencies think differently. Whiskey company Chivas Regal, for example, promoted itself using a series of 360-degree shorts that featured dramatic aerial drone shots of the Scottish countryside, inter-cut with images of its Strathisla distillery. Each video ended with a personal introduction to each of the company’s different whiskey blends.
CHIVAS – The taste of discovery
Freed from the constraints of traditional TV advertising, an immersive 360 video is more accessible and honest, helping to foster a deeper connection between viewer and brand. With YouTube and Facebook supporting 360 playback, and the cost of VR hardware falling, 360 video is fast proving its worth.
If proof were needed, a 2016 Google experiment revealed that a 360 video drove 46% more views than a standard video version. The 360 experience motivated viewers to watch more, to interact with the content, and often to share, subscribe, and view other videos.
All of which brings us back to our question: is 360-degree video the future of marketing? The answer is obviously ‘yes’, but the format is capable of much more than that. It’s arguably the future of travel videos, music promos and documentaries, property walkthroughs, fashion shows and virtual training.
The video revolution has already begun. What will you do with it?
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