Oculus Rift: What It Means For Big Brands

Oculus Rift: What It Means For Big Brands
SHARE
THIS



Beyond the realm of geeky sweaty-palmed teenage gamers, what possibilities does Oculus Rift and Virtual Reality technology hold for advertisers?

From an advertising comms perspective, we foresee many applications for the Virtual Reality (VR) technology. The first type of experiences that will get clients and consumers excited will be the fun experiential brand engagements. Think along the lines of what Axe/Lynx were able to produce with their Angel projections a few years ago.

That was considered ground-breaking at the time and won critical acclaim around the world.

Now, just imagine a fully immersive VR brand experience. Perhaps a 360 degree nightclub scene filled with ‘interactive’ celebs spruiking an alcoholic beverage, or even jumping out of an orbiting spaceship with the help of an energy drink. The possibilities are literally endless and super exciting.

Big car brands like Mustang and Chrysler are already taking advantage of the VR technology to put potential car purchasers in the ‘virtual’ driving seat. Chrysler’s ‘Beneath the Surface’ teaser which launched earlier this week, is a prime example of how Oculus’ virtual reality could be used by marketers to sell products in engaging and innovative ways.

On a more functional level, we could see the technology being used to create virtual tours, for example. The best museums and art galleries in the world will be explored without leaving the comfort of your living room; landmarks like cathedrals, castles or even whole cities can be made available to the armchair tourist. Imagine virtual orientation at a university? Or how about a virtual shopping centre? All of the stores in the world under one virtual roof for the ultimate shopping experience? No problem.

VR also has many practical applications in the educational and training fields; disciplines as diverse as medical surgery and the armed forces are already using VR for training, and we expect this area to grow quickly.

image1

The future of the Oculus device itself changed dramatically this year when Facebook purchased Oculus VR for US$2 billion in March (US$400 million in cash, and the rest in Facebook stock).

There was much speculation as to why Facebook made the purchase in the first place. With Zuckerberg being quoted at the time as indicating “Strategically, we want to start building the next major computing platform that will come after mobile…”, and that Facebook saw the acquisition as part of its mission to build the so-called ‘knowledge economy’.

image2

Only time will tell if he made the right decision, but with Facebook making over US$11 billion last year, US$400 million in cash (plus FB stock) is just pocket change to a monolith like Facebook even if their investment doesn’t pay off.

So what does Facebook get out of the Oculus? Initially, not a lot; a promising prototype and the potential of 2015’s must-have Christmas gift. Facebook have consistently stated that Oculus VR are still acting as ‘independent’ company, just with a whole lot more money to be able to create the very best VR technology. So, purportedly the promise of immersive gaming will still come first. After that, Facebook have made it known that they’re looking to make the Oculus a platform for a wide range of experiences – so in theory, VR on the social platform is surely not too far away.

Purchasing Oculus VR also feeds Facebook’s ultimate need – the collection of data. The sheer amount of data they’ll be able to collect in the future is potentially staggering. They’ll be able to see what you’re doing, how long you were doing it, and exactly where you were looking – which leads nicely into where they can place their inevitable ‘in-experience’ FB ads.  It’s certainly going to make for interesting viewing to see who, out of Facebook and Google, will win the race to know us best.

So where does the Oculus Rift go from here?

image3

All signs point to a promising future.

In 2007 when Apple announced the first iPhone, no-one really knew what was coming. Even Apple. Apps eventually overtook the device itself to become the ‘heroes’ of smartphones.

Just this week, Apple advertised for a Virtual Reality Developer.  The Verge reported that on top of meeting the usual list of standard criteria, would-be applicants are “…required to be experienced in virtual reality and augmented reality development”, with the lucky hire reportedly going be creating “…high performance apps that integrate with virtual reality systems for prototyping and user testing”.

The posting of this new job strongly points to Apple’s serious intent to be a part of the growing VR market (along with big players like Sony, Microsoft and Samsung).

With the Oculus Rift potentially having non-gaming applications in areas like architecture, CAD, emergency response training, phobia therapy and more, and the incredible amount of dollars being invested in VR by the leading technology, social media and internet companies in the world, VR is going to be a very exciting ‘space’ to watch.

Please login with linkedin to comment

Latest News

W+K’s Susan Hoffman Chosen As 39th AWARD Awards Chair Of Judges
  • Advertising

W+K’s Susan Hoffman Chosen As 39th AWARD Awards Chair Of Judges

Susan Hoffman, co-chief creative officer at Wieden+Kennedy (W+K), has been appointed chair of judges for the 39th AWARD Awards. Known to challenge the status quo, Hoffman is behind some of W+K’s most memorable and game-changing ads, including Nike’s ‘Revolution’, Old Spice’s ‘The Man Your Man Could Smell Like’ and Chrysler’s Super Bowl spots starring Eminem and Clint […]

Experiential Agency Kreate Gets Bought Out By Staffers
  • Marketing

Experiential Agency Kreate Gets Bought Out By Staffers

Leading experiential marketing agency, Kreate Australia is embarking on an exciting growth strategy following its purchase by three of the agency’s existing management team from its UK founder, Steve Evans.

Carat Snares Media For Event Hospitality And Entertainment
  • Media

Carat Snares Media For Event Hospitality And Entertainment

Carat has won the media strategy, planning and buying responsibilities for Event Hospitality and Entertainment, the group behind popular hotel, entertainment and leisure experiences including QT Hotels, Rydges Hotels & Resorts, Event Cinemas, Moonlight Cinemas and Thredbo.

Top Tips To Build Millennial Brand Advocates
  • Opinion

Top Tips To Build Millennial Brand Advocates

In this guest post, Zach Hotchkiss (pictured below), country manager at CX management agency Medallia, offers his tips to snare, keep and then turn Gen Ys into your brand’s advocates…  It seems not a day goes by without an article about the brands and industries Millennials are killing off. From retail to transport to banks, the sectors that these […]

Opinion

by B&T Magazine

B&T Magazine
Hurry! B&T 30 Under 30 Entries Closing Friday!
  • Advertising
  • Marketing
  • Media

Hurry! B&T 30 Under 30 Entries Closing Friday!

This is a clarion call for B&T 30 Under 30 entries, although it's probably more mariachi band than angelic harbinger.

by B&T Magazine

B&T Magazine
The Hit Network Chooses Comedian Tanya Hennessy To Host Weekend Breakfast
  • Media

The Hit Network Chooses Comedian Tanya Hennessy To Host Weekend Breakfast

Southern Cross Austereo’s Hit Network has announced that rising radio star and comedian Tanya Hennessy will take over hosting duties for its weekend breakfast slot in 2018. Hennessy will bring content to the airwaves each Saturday and Sunday morning from 7am to 9am with a regular rotation of guest co-hosts. The self-described talker, not walker […]

Straight Up PR Wins Five New Clients
  • Marketing

Straight Up PR Wins Five New Clients

Health, wellbeing and lifestyle PR agency Straight Up PR has welcomed Changing Habits, Unichi Wellness, enerGi, SleepX, and Healthie Hampers to its client portfolio. Straight Up PR’s projects will include bespoke PR services and influencer marketing packages specifically focusing on communications strategy and execution, media and influencer relations, PR launch events, product seeding and gifting, […]

March One Creates ‘Cheese For Change’ Fundraising Campaign For White Ribbon Australia
  • Advertising
  • Campaigns
  • Marketing

March One Creates ‘Cheese For Change’ Fundraising Campaign For White Ribbon Australia

Independent creative agency March One has developed a new fundraising event for White Ribbon Australia that turns a social moment into a social movement. Starting on Thursday 22 March and going until Sunday 25 March, Cheese for Change will ask Aussies to create a cheese platter that matters by gathering friends, family or co-workers together […]

Sixth Annual IGN Select Awards Winners Announced
  • Marketing

Sixth Annual IGN Select Awards Winners Announced

The winners of IGN Australia’s sixth annual Select Awards were revealed during a huge special event at the Australian National Maritime Museum in Sydney on Friday, February 16. Some 225 Media & Game Publishers alongside 320 IGN Community Gamers attended the annual event. 2017 was absolutely crammed with terrific games and several categories were extremely tightly-contested. The top […]

Meet Your Mentors For B&T Bootcamp 2018!
  • Advertising
  • Marketing
  • Media

Meet Your Mentors For B&T Bootcamp 2018!

When it comes to an industry "who's who", you'll find there won't be too much who-ing with this impressionable lot.

by B&T Magazine

B&T Magazine
ANZ Unveils Its 2018 GAYTMs
  • Marketing

ANZ Unveils Its 2018 GAYTMs

Mardi Gras is only weeks away and B&T has already hoisted the mirror ball and donned the hotpants to bring you this.

International Creative Services Redesigns Business Model To Broaden Talent Offering
  • Advertising
  • Marketing
  • Media

International Creative Services Redesigns Business Model To Broaden Talent Offering

Marketing consultancy International Creative Services has announced a new roster of diverse creative and production talent to provide a fully integrated solution for advertising and branded content. The roster includes a broad range of global and local directors, animators, illustrators, motion designers, visual artists, light projectionists, photographers and cinematographers – many of whom Australia will […]

Dirty Data Done Dirt Cheap
  • Opinion

Dirty Data Done Dirt Cheap

Does the mere thought of data fog the brain and stuff the sinuses? Decongest immediately with this lozenge-like read.

Opinion

by B&T Magazine

B&T Magazine
Johnny Ruffo & Lynne McGranger Host Emotive’s New Video Series For HelloFresh
  • Campaigns
  • Marketing

Johnny Ruffo & Lynne McGranger Host Emotive’s New Video Series For HelloFresh

HelloFresh Australia, together with content agency Emotive, have launched a new video content series hosted by Home & Away actress Lynne McGranger and entertainer Johnny Ruffo. Dinner Diaries showcases the talent eating their way across the country as they drop into HelloFresh customers’ homes to see what the nation are cooking at dinnertime. The campaign […]

AppNexus Appoints VP Of Diversity, Inclusion & Community Experience
  • Advertising
  • Technology

AppNexus Appoints VP Of Diversity, Inclusion & Community Experience

Independent advertising technology company AppNexus has announced the appointment of Antoinette Hamilton as its vice president of diversity, inclusion and community experience. Filling a new position at the company, Hamilton (pictured above) will spearhead initiatives to promote a diverse and inclusive global community within AppNexus, broaden the range of the company’s talent pipeline, and drive […]

Mango Melbourne Appoints New Head Of Comms
  • Advertising
  • Marketing

Mango Melbourne Appoints New Head Of Comms

If you were to lick your computer monitor while reading this Mango story, it may actually taste like a computer monitor.

by B&T Magazine

B&T Magazine
Pac Mags Appoints Sales Leadership Team
  • Media

Pac Mags Appoints Sales Leadership Team

Look, it's not one but two positive stories about the magazine industry today! You wouldn't read about it, would you?

by B&T Magazine

B&T Magazine
Three Ways To Propel Your Career Now
  • Advertising
  • Marketing
  • Media

Three Ways To Propel Your Career Now

Need a career kick-start without having to wear a feather boa and shake maracas about the office? Read this and pronto.

by B&T Magazine

B&T Magazine