Oculus Rift: What It Means For Big Brands
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.
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’.
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?
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
2020 Telecoms Summit banner ad Luke Starr Online ads QuickflixLatest News
EMG/Gravity Media Names New Managing Director
The makers of Australia's Got Talent has been a magnet for senior hires in recent times.
Opinion: Shark Tank’s Sabri Suby Slams Politicians Jumping On TikTok Ban Bandwagon
Are politicians actually scaremongering about TikTok or just fed up of you doom-scrolling in the work bogs?
TV Ratings: “Ivana Was Robbed” – Final Three Contestants Revealed On Australian Idol
B&T's unsure if these Idol contestants look extra young or whether we are as old as we feel.
Veridooh Snatches Prashand Menon From ScentreGroup
Out-of-home OOH) and digital media leader Prashand Menon (lead image) has joined OOH ad tech company Veridooh as group business director within NSW and QLD. Menon joins Veridooh from his most recent role as ScentreGroup’s group business director and brings with him more than 10 years of experience in Australian media. Previously, he held positions […]
Creative Content Studio OK COOL Answers APAC’s Call, Opening In Melbourne
Life set to get extra confusing for new agency staffers mistaking OK COOL for a pass-ag housemate text message.
Harry’s Cafe de Wheels & Hipages Launch New Pie To Fuel Tradies While On The Tools
The pies should apparently be better for tradies' health, apparently but won't be better for on-site ribbing.
Women Leading Tech’s Woman Of The Year Megan Dalla-Camina: What’s The True Cost Of Cutting DEI Spending?
Cutting DE&I spending might seem easy but you might change your mind when faced with Dalla-Camina's ire.
Thrive Introduces A Batch Of New Senior Leadership Roles
You could say that Thrive is set to thrive with these new hires. But that would be too obvious.
It’s Coming Home! Sponsors Make Subbuteo World Cup Finals Free
No idea what Subbuteo is? You clearly had a more exciting childhood than our editorial team.
Media Bigwigs Bet On Predictive Intelligence Platform Prophet In $5M Seed Funding
Prophet, profit, geddit? Must be laugh-a-minute in this startup's office.
CommsDeclare Brands Shell Energy An “Olympic Gaslighter” & Urges Agencies Not To Pitch For Creative Account
And we thought the gaslight Olympics took place in the Coogee Bay Hotel smoking area!
AFL Wins Battle With Warner Bros. As New AFL Team Is Revealed
There hasn't been this much wrangling over a cartoon animal since, well, ever!
BBC Podcasts Go Global With Amazon Music
Ironically, BBC podcasts unlikely to be available in the Amazon given the lack of signal.
Johnson & Johnson’s Former Consumer Healthcare Arm Reviews Creative
J&J inspired by Scottish term for knowledge 'ken' in its rebrand; nothing says 'wise' like a shot of Listerine.
Kat & Co Transforms Into THE WORLD OF Experiential Agency
After more than twelve years of producing experiences for some of the world’s most innovative brands, including Hermes, Van Cleef & Arpels, Louis Vuitton, and Tiffany & Co, Kat & Co has quietly metamorphosed into THE WORLD OF. THE WORLD OF is an experiential agency at the juncture of culture, technology and the human condition. […]
Adobe Brings Firefly Generative AI Into Substance 3D Workflows
Still unclear of what generative AI actually is? Steer clear of this story.
Clemenger BBDO Introduces Saucy Campaign With Declan Cleary & Lee Kum Kee
When we heard this was a saucy campaign, we thought it be the barbecue and ketchup showdown we'd been waiting for.
Gawk Acquires 40 Billboard Locations From Transad
Gawk makes it move out of VIC into NSW with acquisition. Has promised to stop going on about Melbourne nightlife.
All About Attribution: Commission Factory Releases New eBook
Ever wanted to dive deep into channel attribution? Consider this the perfect springboard.
SMG Studio Launches Risk: Global Domination X Dune Part Two
Through a licensing agreement with Legendary Entertainment, SMG Studio inked the rights to adapt Dune: Part Two into a game based on Risk: Global Domination, Hasbro’s interactive board game. Inspired by Denis Villeneuve’s cinematic masterpiece, Dune: Part Two, this new digital adaptation, RISK: Global Domination X Dune: Part Two, is poised to captivate players from […]
RMIT Study Reveals That 73% Of Employees Don’t Believe Gen AI Is Relevant
Noticing staff switching off when you tell them about gen AI? Understand why here.
Australian Eggs Launches Egg-citing New Campaign Via Connecting Plots
How do you like your eggs in the morning? We usually skip them and go straight for the darts and whisky.
Future Lions 2024 Invites Young People To Be Heard With Spotify
Future Lions, of course, is the AKQA-backed student initiative at Cannes Lions, not a feeder for the rugby team.
QMS: Taylor Swift, Lunar New Year & Mardi Gras Were Boon For OOH Market
Taylor Swift, Lunar New Year and the Sydney Gay and Lesbian Mardi Gras Festival have had a dramatic impact on the number of people moving in and around Sydney over the past month, drawing big crowds into the heart of the city and its surrounding suburbs. New data from digital outdoor company QMS reveals a […]
Legend John McEnroe Joins Pepperstone’s Team Of Global Tennis Ambassadors
Despite the deal, McEnroe remains confused about difference between above- and below-the-line marketing.
LinkedIn Launches New Thought Leader Ads For Companies To Promote Member Posts
Though LinkedIn couldn't get any more insufferable? You thought wrong.
Latrell Mitchell Smacked On Wrist After Dropping Multiple F-Bombs In Post-Match Triple M Interview
Andrew Abdo has confirmed he is not angry... just disappointed.
TV Ratings: “When You Do Love Yourself, You’re Amazing” – Is This MAFS Most Heart-breaking Split?
Hold the press. MAFS groom and bride actually shown to be nice people.
Opinion: The Only Drag Marketers Should Be Worried About
Thought Transactional Drag was a lifeless club night in Newtown? Read this and you'll think again.
AWARD School Welcomes Class Of 2024
It's best to think of AWARD School like Survivor but with pitch decks instead of swimwear.
Interest In Motorsports Reaches New Heights As Formula 1 Grand Prix Revenue Expected To Surpass $100 Million
Need to get a dull sports client some quick results? Rustle up a Netflix series and watch the dollars roll in.
Chair Rob Murray To Depart As SCA Considers ARN’s Latest Takeover Bid
Struggling to make heads or tails of the SCA & ARN saga? Add this to your woes.
Adland Legend John Singleton Separates From Seventh Wife
Singo calls it quits with seventh wife as his race with Rupert Murdoch to become the most-married man continues.
ACCC Eyes Search Competition, Citing ‘Decreasing’ Quality & Rise In Generative AI
The only decline in search quality we notice is when B&T doesn't appear at the top of Google.
“Imagine A Career Above The Clouds”: Royal Australian Air Force Launches New Campaign Via VML
Don't worry about the forthcoming war with China - at least you'll get a bird's-eye view of the apocalypse.
MKTG Launches PR & Talent Division Realigning Business Structure
Dentsu‘s MKTG Sports and Entertainment has unveiled a significant evolution, including the launch of a specialised PR and Talent Marketing division, investment in expanding its Creative Services group, and a centralised approach to brand and rights holder servicing with increased production capabilities and a strengthened in-stadium sports presentation team. Lead Image: MKTG CD Ross Allen; […]