Brand Engagement: The Power of Virtual Worlds
Microsoft recently announced its new wireless "hologram glasses" as part of its Windows 10 launch, attempting to merge reality with a virtual world but will this stimulate consumer engagement?
Microsoft is using a hologram called ‘HoloLens’ and have said “there are now unlimited potential uses at home and at work. Holograms can become part of our everyday life.” The new operating system will be available as a free upgrade Windows 8, Windows 7 and Windows Phone users.
Consumers have already encountered brands using similar techniques and technology such as Augmented Reality (AR) which encourage engagement. Adding an entirely new dimension or layer of interest has helped to make the ordinary more special — whether you’re watching a music video or building Lego.
The Legos catalogue (in print) might show you how the little building blocks look, but with the use of AR technology, when a family points their phone at the blocks, an entire model of what can be built comes to life (or comes off the page). Their app is called Lego Connect.
The Army recently used Oculus Rift virtual reality headsets to give potential recruits a taste of life in the Reserves. Army recruiters showed off the kit in London’s Waterloo Station, encouraging all to put the headset on and virtually be part of the training exercise. The initiative was part of a new campaign aiming to recruit Army Reserves.
Fox Home Entertainment has worked with AR on the marketing materials for films. A movie-goer might point his or her camera at packaging on a DVD, and through the Fox 4D app, they could play a game based on the film.
What’s next on the virtual reality journey? Have you recently been part of an extraordinary experience that merges real life with the virtual world? Tweet your stories to @kommandogroup