The demand for immersive content has impacted several diverse industries. Social advocacy, video games, and live sports alike have all in some way utilized VR and 360 video to allow consumers a new way to consume content. For example, VR in particular has traction in cause marketing for non-profits because the point of VR is to put users in places they’ve never been before. So a 360 experience in an impoverished community becomes a very emotional and powerful tool to turn simple users into loyal donors.
The push to integrate the newest technologies is all well and good. But are bells and whistles enough? Am I doing it out of industrial force and pressure to keep up? What’s the point?
These are the applied-research questions projects need to ask, diving into the relationship between human culture and technology founded in media psychology.
People are innately storytellers. We have been sharing our experiences with each other since before the wheel. Seeking experiences is the most organic endeavor we as a society can have. So regardless of industry and shiny new device bell or whistle – marketing the acceleration of content with technology will not be enough to stand on without the tools of experiential marketing and storytelling.
Emotion. Engagement. Experience.
These 3Es should ring throughout any campaign that desires longevity. There will always be a longing for connectedness, storytelling, and passion. And technology is now the conduit to these experiences; the drill to spill out your emotions. And when emotions are tapped into by having consistent core values and brand story, behavioral change (and loyalty) can follow suit.