ENHANCING THE CUSTOMER EXPERIENCE WITH VR AND AR MARKETING

DATE: 18 August 2020 ENHANCING THE CUSTOMER EXPERIENCE WITH VR AND AR MARKETING contents 1 Introduction 2

2 The difference between virtual and 3

3 Putting experience at the heart of customer interaction 5

4 Example use cases 6 Product demonstration 6 Public spaces 7 Architectural visualisation 8 Social Media 9 Retail 10 5 Test the Cost 11

6 Conclusion: close the gap between awareness and conversion 12

w: bloc-creative.com // branding // web // print // social media

Page 1 of 13 ENHANCING THE CUSTOMER EXPERIENCE WITH VR AND AR MARKETING introduction Augmented (AR) and (VR) aren’t just buzzwords. With immersive marketing, they’re transforming the customer experience and bringing a new dimension to brand storytelling. The technologies allow customers and clients to get up close with products – improving awareness, accelerating the purchasing process and giving users control and the power to explore. It’s no wonder that by the end of 2020 the number of VR headsets sold is expected to reach 82 million, a 1,507% increase from 2017 predictions, and that 75% of the biggest brands in the world have integrated VR into their business. But like with most new technologies, you may find yourself asking why and how to integrate AR and VR into your brand’s marketing strategy. So let’s explore...

w: bloc-creative.com // branding // web // print // social media

Page 2 of 13 ENHANCING THE CUSTOMER EXPERIENCE WITH VR AND AR MARKETING the difference between virtual and augmented reality

When considering using immersive technologies, we first need to understand their capabilities. Augmented Reality (AR) combines the physical world with layers of digital information and sensory experiences. It can be as simple as overlaying a digital image via your mobile phone to your coffee table or as immersive as standing in the great hall of a stately home and witnessing a banquet in full flow. A key benefit is that it typically doesn’t require specialist headsets or complex programming platforms – it’s usually viewed using the camera and display of smart mobile and tablet devices.

An AR app supplementing a real world glass engine with digital information.

But this isn’t always the case. Using a headset such as the Microsoft HoloLens, digital objects can be ‘augmented’ directly onto our field of view. With one foot in the digital and one foot in the , what makes this so powerful is the ability of the user to control and explore these digital objects using hand gestures rather than simply tapping on a screen.

w: bloc-creative.com // branding // web // print // social media

Page 3 of 13 ENHANCING THE CUSTOMER EXPERIENCE WITH VR AND AR MARKETING

User wearing a HoloLens headset sees digital information overlaid with the real world environment. Virtual Reality (VR), on the other hand, refers to the complete immersion of the user in a 3D digital environment using a head-mounted display, where users interact with the 3D digital world. The key difference here is that the user is placed ‘inside’ the experience instead of viewing it on a screen, and that the user cannot see the physical world, as is the case with AR apps.

w: bloc-creative.com // branding // web // print // social media

Page 4 of 13 ENHANCING THE CUSTOMER EXPERIENCE WITH VR AND AR MARKETING

User wearing a VR headset in one of Bloc Digital’s VR experiences. While these technologies are slightly different, they both do one thing well: they immerse the audience in an unparalleled and impactful experience. putting experience at the heart of customer interaction

For some time video and images have been ‘the most effective forms of storytelling’. Used in adverts, on websites and social media, they’re widely accepted to engage viewers. But these can only capture the attention of users for so long. Immersive technologies have the potential to bring even greater levels of engagement – going beyond ‘seeing’ towards ‘experiencing’ is believing. Customers want to know how a piece of furniture will look in their living room, clients want to investigate machine products and see component operation in action, and both benefit from experiencing a product or service before they buy it. The world created by AR and VR technologies gives deeper context, allowing companies to bring their brands to life and immerse users in an ‘on brand’ world. Helping attract, convert and retain customers with improved impact and memorability.

w: bloc-creative.com // branding // web // print // social media

Page 5 of 13 ENHANCING THE CUSTOMER EXPERIENCE WITH VR AND AR MARKETING example use cases With immersion at their heart, AR and VR technologies can be adapted to engage and inspire many different audiences. While by no means an extensive list, here are some proven use cases.

// product demonstration At exhibitions, industry events or even in the office, clients like to test and experience products before they commit to buying. This idea was central to Bloc Digital’s immersive experience for Rolls-Royce, first featured on the client’s Farnborough Airshow stand. Back in 2016 the Rolls-Royce Trent Engine app was one of the first uses of Microsoft HoloLens technology in industry. It was used to emulate engine operation and demonstrate product investigation, ultimately helping Rolls-Royce communicate the product more effectively and in turn aiding visitor understanding.

The Rolls-Royce Trent Engine app, visualised using Microsoft HoloLens and developed by Bloc Digital. Watch the full product demonstration video here.

w: bloc-creative.com // branding // web // print // social media

Page 6 of 13 ENHANCING THE CUSTOMER EXPERIENCE WITH VR AND AR MARKETING

// public spaces Evoking interest and attracting visitors, immersive technologies are a huge asset to the public space sector. A recent Bournemouth retail centre project by Bloc Arch Viz proved just that. The team’s aim was to digitally transform an out-dated shopping centre amid a huge face-lift, enabling local planning authorities and customers to understand the new look. While boarding and scaffolding created an eyesore, Bloc Arch Viz conveyed the ambition of the future site with an AR visualisation of the newly designed retail centre – effectively capturing the imagination and attention of the local community.

A Bournemouth retail centre project by Bloc Arch Viz. In another project positioned to attract visitors to museums and public spaces, Bloc Digital is currently working on an app for the Derby Ram Trail. This will incorporate AR sculptures, interactive 3D models, maps and Derby Museums artefacts. Think Pokémon GO but with a Derby Museums twist!

Left: Bloc Digital photo scanning the Derby Ram Trail sculpture for use in an AR app. Right: Pokémon GO AR app.

w: bloc-creative.com // branding // web // print // social media

Page 7 of 13 ENHANCING THE CUSTOMER EXPERIENCE WITH VR AND AR MARKETING

// architectural visualisation Harnessing the power to bring residential and commercial developments to life, architectural visualisation effectively supports marketing and drives sales of new build homes. Immersive VR experiences give users a great impression of the size and style of the designed space, with the ability to ‘walk through’ a virtual building an asset not just to potential buyers but also to architects and developers during the design phase. Being able to change the lighting, colours and the mood of the scene, immersive VR environments transmit what the building will feel like – not just what it will look like – giving homeowners the confidence to buy. The Red Lion VR tour by Bloc Arch Viz is one great example.

Red Lion VR tour by Bloc Arch Viz.

w: bloc-creative.com // branding // web // print // social media

Page 8 of 13 ENHANCING THE CUSTOMER EXPERIENCE WITH VR AND AR MARKETING

// social media Between Snapchat and ’s AR filters and ’s investment in virtual reality, it’s no surprise that AR and VR are deeply connected to social media. The seamless integration not only means that businesses of all sizes can take advantage of this technology, but also that many consumers don’t actually know they’re using AR. Snapchat offers AR filters that can transform users’ faces into animals and calculates that 70 million users play with AR lenses every day. But they aren’t just for fun and games – businesses can use branded filters too. Taco Bell created a branded Snapchat filter for Cinco de Mayo that enabled users to transform their face into a Taco, featured with Taco Bell’s logo in the bottom corner. The idea might sound odd but the filter performed very well, securing over 224 million views! To promote the release of the new X-Men: Apocalypse movie X-men took over all of Snapchat’s AR filters for the entire day, with users able to transform themselves into a range of characters from the film franchise.

Left: Taco bell’s Cinco de Mayo AR filter (Image Credit: AdWeek); Right: X-Men: Apocalypse sponsored AR filters (Image Credit: The Drum).

w: bloc-creative.com // branding // web // print // social media

Page 9 of 13 ENHANCING THE CUSTOMER EXPERIENCE WITH VR AND AR MARKETING

// retail Ever wanted to see how a piece of furniture would look in your home before you buy? Or how a new watch would look on your wrist from the comfort of your own home? With experiences centring around the customer, AR retail apps are becoming increasingly popular among businesses and customers. Many consumers prefer brick-and-mortar stores over browsing a website because they can try products on, but thanks to augmented reality, consumers can try before they buy from home. Being able to virtually try on a product gives shoppers a better idea of how it will work for them, helping remove hesitation and encourage customers to do more shopping online. Imagine you’re planning to update your office space or home decor. Thanks to AR tech, Dulux allows you to try out different paint shades in real-time, compare looks and save your favourite colour.

The Dulux Visualizer App (Image Credit: Dulux).

w: bloc-creative.com // branding // web // print // social media

Page 10 of 13 ENHANCING THE CUSTOMER EXPERIENCE WITH VR AND AR MARKETING test the cost

Perceptions of high cost have historically formed barriers to entry, but we’re here to bust the myths. Some believe VR headsets require a heavy investment. This isn’t the case. The last 3-5 years have seen technology and accessibility advance and evolve with an increase in low-cost head-mounted displays and smart mobile devices. Using mobile displays coupled to a simple headset to deliver the experience, mobile phone headsets provide an affordable commercial alternative. As such, the average consumer with access to a smartphone can enjoy VR. Considering development, the cost of VR and AR apps vary depending on the level of interaction needed. While high-end VR projects would involve more scripted experiences with game-like production, more modest experiences would be shorter, perhaps using 2D assets in a 3D digital environment – driving engagement even with a lower budget.

Left: Rift S, an example of a high-end headset; Right: Example of a mobile phone headset.

w: bloc-creative.com // branding // web // print // social media

Page 11 of 13 ENHANCING THE CUSTOMER EXPERIENCE WITH VR AND AR MARKETING close the gap between awareness and conversion

While desktop computers dominated the 1990s, web in the 2000s and mobile phones the 2010s, Facebook founder pinpointed VR and AR as the next decade’s ground-breaking technology. With these immersive tech, brands can more easily attract clients, give product demonstrations with enhanced features, provide entertaining immersive brand experiences and effectively deliver a message to their audience. Altogether this results in the faster conversion of prospects to valuable customers and clients. Numerous industries are now using VR and AR to transport people to new (and branded) worlds – worlds that would otherwise be inaccessible or a figment of the imagination. For help creating your own branded immersive experience, contact Bloc Creative, Bloc Digital (engineering and industry specialists), Bloc Media (film, broadcasting, arts and heritage audiences), or Bloc Arch Viz (architectural and property sectors).

w: bloc-creative.com // branding // web // print // social media

Page 12 of 13 t: +44 (0)1332 460036 e: [email protected] w: bloc-creative.com // branding // web // print // social media