VR and Brands: Be Willing to Experiment, Willing to Fail

Virtual reality and 360-degree video is a new and scary place, but brands are lining up to jump in. That's why a VidCon 2016 session on VR and brands was standing room only. Brand and agency marketers wanted to know how they should proceed in this completely new territory.

Acting as a guide was Tara Kriese, senior director of marketing for Samsung. She knows the territory from both technology and brand perspectives. There's still a lot to learn.

Think about the use case before beginning, Kriese advised. "Why would your parents, your sisters, your brothers, why would they use VR, and how does VR comprise an operating system, an OS?"

Storytelling is where VR experiences begin, but marketers also need to think about the long tail of consumer interaction. It's not about slapping an ad into a VR environment. Why would your brand be in this environment? Why is this a compelling customer journey? How does creating in VR fundamentally change the consumer experience with your brand?

That long tail could mean creating therapeutic experiences, or boosting emotional and physical health. It could be social. Kriese noted that at music festivals today people pass around VR headsets to share experiences. It's social, not closed off. She wants to make VR an experience people want to have everyday.

This is a whole new palate of tools to create with, Kriese said.

One company getting VR right is shoe company Toms, Kriese said. For those who haven't seen it, search out the company's VR experience (available on the Samsung Gear, naturally). Buyers know that a needy child gets a pair of shoes with every pair sold, but the VR experience shows a child getting new shoes. The video is heartwarming and gives her chills, Kriese says.

As brands proceed, they should be willing to experiment and willing to fail. Define what works through what doesn't work, Kriese said. "How do we take experiences that exist right now, but take them to an entirely new level?" VR puts the customer at the center of the experience. "I can make them feel what I want," she said. "What are you willing to fail to do to get it right?"

While VR best practices are still being developed, and much remains to be developed, Kriese has one solid piece of advice for brands: "Don't put pre-roll ads in front of what you do in VR," she implored. "Please, hold the bar high."

Troy Dreier's article first appeared on OnlineVideo.net