[ MIXED REALITIES ].
We are truly on the precipice of new worlds.
Technology in the last decade has thrust us into a new way of experiencing and it is pushing the boundaries of reality itself. As advertising marketers there hasn’t been a technology as exciting since the invention of TVCs.
What is Mixed reality?
Mixed reality is the blending of the real and virtual worlds to create environments and new ways to interact. The two main types of virtual worlds are Augmented Reality filters (AR) and Virtual Reality (VR). And while they share a lot of similarities, they are often experienced in very different ways.
Virtual reality (VR) has been around for a long time but in the last few years the technology has become inexpensive and customers are much more open to the experiences within. To use VR, users are required to wear a headset like an Oculus, Vive or something more simple like Google Goggles.
Once the headset is in place, tiny lenses and inbuilt speakers create a realistic illusion of another reality. As you can imagine the worlds we can create are limitless and have the potential to really affect the user.
Unfortunately, sometimes virtual reality experiences are overlooked when it comes to branded activations because generally only one user at a time can interact. But we think there’s more to this than meets the eye. We now have the ability to share the virtual experience with onlookers via external screens, 360° YouTube and Facebook videos or by pushing the experience to virtual reality App stores so anybody in the world can try the experience from their own home.
Augmented reality filters (AR) take our everyday environment and layers it with digitally generated content. Augmented reality filters have many uses, the most popular these days being Instagram filters. But the technology has far more uses than adding puppy dog ears to your social posts.
For example, take the augmented reality Android training manual we created for Google. The interactive training manual used augmented reality to teach staff some of the more complex connection features. Because the manual was supplemented with augmented reality, staff could digest the complex material via fun animations – something that may have been very dry if delivered solely in print.
Functionality through augmented reality
Augmented reality filters can help consumers have a better experience with products before purchasing and has become a key customer conversion tool. We have brought everything from sneakers to entire buildings to live via augmented reality. In each of these cases we delivered a much deeper and engaging experience than would have been possible with traditional media.
The right reality for your brand
Like all communications, finding the right medium that delivers your message is often hard to identify. Talk to us today about finding the right mix for your customer.