Virtual Reality Set to be the Next Chapter in Experiential Comms

Last week Rooster attended London’s first immersive virtual reality venue event, held at 8 Northumberland Avenue.

Virtual Reality (VR) is a concept which we are merely scratching the surface of and presenter John Brown, Global Director of Hotwire, forecasts the technology to be ‘the next chapter in experiential communications’.

Placing users inside an experience through VR is not only going to create stimulating visuals for consumers but it will also provide an educational value. In fact VR is already being used to educate, for example, training surgeons how to perform open heart surgery, and in the military, for dealing with ‘real life’ combat situations.

For businesses in the consumer world, VR will enable consumers to experience a product before purchasing it. Players in the property sector are already offering ‘360 virtual viewings’ to potential buyers in advance of booking physical viewings. In travel, agents are providing 360 virtual tours of destinations to give their customers more of an immersive experience as to where they would be going before booking their holiday.

At the start of the month, The Drum sent Rooster a Google Cardboard headset to experience for themselves what is possible with VR – to open our eyes (literally) to the world of the immersive 360° experience – and it’s inspiring stuff!

The potential this technology has to revolutionise the way we communicate with each other and market new products is vast and how far it can go is currently unknown.

However, there is one potential pitfall and one that the comms industry in particular needs to bear in mind which is; do you need to experience the story you are telling? While new technology can be engaging and exciting, there will always be some things that are better experienced face-to-face, so be mindful not to lose that personal touch.

By Katie Raby