Stories have always been the most powerful way to deliver meaningful and relevant content to the target audience. The motivation of a consumer is heightened when information is paired with a story that penetrate their heart. The audience grasps the meaning of any message when delivered through narratives. Hence it’s the dream of every marketer to impress their target audience through storytelling strategies in the form of infographics & videos.
Now, the good news is marketing strategies and tools have achieved a new dimension with the advent of Virtual Reality and Augmented Reality technologies. With the advent of these immersive technologies, storytelling techniques have changed altogether. Earlier according to the traditional format storytelling required a listener, a reader or the viewer. But today with AR and VR the concept of storytelling has gained momentum and as Chris Milk puts it, “In the future, you will be the character. The story will happen to you.”
Virtual Reality and Augmented Reality are art forms and thus storytelling transforms into story living with these. Although today the experiment with these immersive environments is in a nascent stage yet soon with seemingly faster development and the introduction of new terms of immersive storytelling would be part and parcel of our everyday marketing strategies.
Storytelling strategies for AR and VR require conducive environment, they are shot in 360-degree cameras and include a set of advanced devices to allow viewers to enjoy a different perspective. Interestingly in this technology viewers would become protagonists and they would interact with the people and objects inside the virtual world. This kind of visual storytelling is presented in a three-dimensional mixed reality space.
As you see storytelling strategies, whether with infographics or other visual forms become powerful when induced with AR and VR technologies in them. But given the development of so many advanced technologies worldwide, it’s essential to master the storytelling tips and techniques.
Take a look at Storytelling strategies for augmented and virtual reality. How to do it right?
We present before you the tips and techniques of using AR and VR for impactful storytelling.
Augmented Reality
You can select an Augmented Reality solution according to your business needs. As it is used to help people to visualize objects and so, undoubtedly it’s the best technology to create an immersive brand experience that engages customers on another level.
Augmented Reality can be used on all screens and connected to mobile devices (smartphones and tablets). This technology works through the following tool:
- Mobile devices like smartphone and tablets that act as a magic window
- PC and connected TV players where AR worked through webcam and relayed through the screen
- Head-mounted displays, glasses and lenses that give viewers a more life-like experience.
AR technology enriches the real world with digital information and with media like 3D models and videos overlaying in real time the camera view of your smartphone, tablet, PC or connected glasses it gives a wonderful feel to the audience.
Look below how the popular companies have been using AR for Storytelling Strategies.
IKEA Mobile App
IKEA is one of the companies in the tech world to use augmented reality successfully. Initiated in 2012, Ikea provided shoppers to see how tables and shelves would look in various places around their house. Now talking a step further IKEA Place app will allow consumers to choose anything from the store’s catalog and find out how it will look at their house. This app has proved quite useful for people who wonder whether certain furniture would fit at their home’s available space or not
L’Oréal Makeup App
Beauty and personal care company L’Oréal has introduced a mobile app that will allow users to try out various types of makeup. The app is like a Snapchat filter and it would identify the users’ face and then will virtually show them what they would look like with a particular shade or color of a specific product. This is an interesting approach by L’Oréal to let people buy products according to their requirement.
Virtual Reality
Virtual reality or VR is a form of interactive software that immerses consumers in a three-dimensional environment through the headset with special lenses. The idea is to simulate a real experience. Like augmented reality, VR also has found its importance in healthcare sectors, educational sectors, entertainment industries as well as travel and tourism sectors.
The following tools aid in transporting Virtual Reality to the audience:
- Google cardboard
- Gear VR, Google Daydream
- Oculus Rift
- HTC Vive
- Microsoft Hololens
Before we dive into more details, let’s take a look at some of the statistics and predictions that would help to create the future roadmap:
- According to a report published in Statista.com, the economic impact of virtual and augmented reality is predicted to reach $29.5 billion by 2020.
- Reports in Hubspot.com news and trends state that the number of shipped units of VR software and hardware from Sony, Oculus, HTC, and others totaled $2.4 million will go up from $1.7 million by the end of 2017 in 2016.
- Also, there are statistics that the number of VR headsets sold is predicted to reach 82 million by 2020 that means a 1,507% increase from 2017 predicted totals
Now see how the following companies have been using VR technology for Storytelling Strategies:
Adidas: Delicatessen
Adidas partnered with Somewhere Else to let its target audience know how to follow the mountain-climbing journey of two extreme athletes sponsored by TERREX (a division of Adidas). Hence in 2017, Adidas launched its first-ever immersive experience for its consumers who could enjoy the 360-degree view of the journey and follow the climbers. Viewers were immersed in the background of actually scaling the mountain of Delicatessen right alongside Rueck and Miller.
Limbic Life: Project VITALICS
Limbic Life has created the Limbic Chair for people who find it extremely painful or nearly impossible to walk due to specific injuries, age or disease. The company created an incredible device in partnership with the VITALICS research conducted by RehaClinic. This unique chair is paired with a Gear VR headset that allows users to move their bodies more intuitively. The chair combines neuroscience-based and ergonomic design while virtually experiencing day-to-day experiences with a rehabilitative use of their hands and legs. The VR technology helps them physically heal, but it also contributes to emotional rehabilitation.
To Conclude
Immersive storytelling actually gives birth to a new medium. As we step into this new era we can witness its impact on a wide range of disciplines. This technology proves to be beneficial for digital marketers, students, faculties, artists and filmmakers. It’s to understand that the current moment is of progressive new media and today’s consumer demands immediate ratification from the brand and if not done so there would be a cultural gap between the marketers and their consumers. So owing to the shorter time and attention span of the people, it has become imperative for brands to expand marketing ways and embrace more creative methods to engage the audience. Now, the advent of virtual reality and augmented reality introduce brands to one of the most innovative storytelling canvases, enabling an entirely new interpretation and expression of the brand experience.
Infographic Design Team assists you in your storytelling approach and when it’s about embracing new technologies, the creative heads here are constantly trying to add more element to your stories.
