His firm also uses the Unreal 4 and Unity gaming engines. So it was one-upmanship with competitors, but now, clients want good buzz marketing experiences and even to create new products,' Henry Cowling, creative director of innovative production studio Unit9 tells IBTimes UK.Ĭowling expects VR experiences to become the new norm for how advertisers will reach consumers, and that their content will be accessed by millions of people on both devices and PCs. 'Say a year ago, our clients were looking to be the first to give their audiences VR experiences.

Virtual Reality in Experiential MarketingĪdvertising and marketing agencies have discovered a new way to reach out to their customers – create a virtual reality installation open to the public which sees tech fans queue up for hours to have a go, and it's all come about because consumers have become greatly interested in the technology. The brands that really capture people, are the ones using VR not just for hype value, but for creative engaging ways to use the medium.' 'I would expect VR to be a core part of motoring events and car showrooms certainly in the next 12 months. VR test drives let you do things you couldn't do in a normal test drive, like go round the track at 200 miles per hour, or showing breaking distances,' stressed Barton. 'There's a huge gap between wanting to get a car, and being truly impassioned by a brand or product. The firm uses After Effects and Maya for animation, as well as the Unity game engine for cross-platform delivery. To that end, the agency has created experiences with Rolls Royce, BMW, Nissan, Nismo, and recently did an animated tour inside the Bloodhound SSC 1,000mph supersonic car. We want to augment that reality, have graphics, show what an engine is doing under the hood and show the speed you're going at on the tracks.' There's F1 video that's quite popular, but we want to do more than that. 'Traditionally, a lot of people just want to stick a camera on cars. It's a great way to connect with consumers, really engage and get someone immersed in the product, rather than them watching an ad on TV and it's only 10% of their attention,' Hamilton+Kidd's director of VR Ed Barton told IBTimes UK. 'The main things clients are asking for are experiences, as ultimately they have to sell a product. Hamilton+Kidd is a UK-based digital creative agency that traditionally worked with animation and computer graphics, but recently has seen a lot of demand for virtual reality from its clients, in particular car manufacturers.

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