Introduction to Altered Reality
Virtual Reality (VR) and Augmented Reality (AR), collectively often called Altered Reality, are revolutionizing the best way we interact with the web. These technologies have began to dominate discussions in regards to the way forward for the web and the way it would be presented to us. But what exactly is the difference between VR and AR?
Understanding VR and AR
Augmented.com explains that "Virtual Reality offers a digital recreation of a real-life setting, while augmented reality delivers virtual elements as an overlay to the true world." This signifies that VR creates a very digital environment, while AR adds digital elements to the true world. Companies like Oculus Rift have launched wearable VR devices that allow us to enter entirely recent worlds, while Magic Leap is bringing AR to on a regular basis life.
The Impact of Altered Reality
The impact of Altered Reality is being felt across various industries. Nintendo’s launch of Pokemon Go, which contains each VR and AR elements, has been an enormous success. There are also serialized virtual reality thrillers like Gone, which launched on Samsung’s Milk VR, demonstrating the potential for VR television and films. HTC’s CEO Cher Wang has stated that "VR is more essential" than phones, highlighting the importance of this technology.
Marketing in an Altered World
As Altered Reality becomes more prevalent, firms are scrambling to launch AR products or determine find out how to market their products using existing AR interfaces. Marriott’s Get Teleported campaign, which used VR to move hotel guests to other Marriott locations, is an awesome example of this. The campaign was promoted heavily on Reddit and showcased the potential of VR in marketing.
Examples of Altered Reality Marketing
There are many examples of firms using Altered Reality of their marketing efforts. Game of Thrones: Ascend the Wall, a partnership between Framestore VR Studio, Relevent, and HBO, allowed individuals to ascend the wall and experience the world of Game of Thrones. Magazines are also being dropped at life using AR, with firms like Vespa and Viking Footwear creating interactive ads that allow customers to customize products and examine them in 3D.
Coca-Cola’s Altered Reality Campaigns
Coca-Cola is a brand that has heavily invested in Altered Reality, launching countless AR and VR campaigns world wide. Their Magic app allowed customers to experience holiday-related interactions, and their partnership with Pokemon Go may lead to modern marketing opportunities. By associating their brand with early Altered Reality experiences, Coca-Cola is creating an enduring impression on customers.
The Growth of the Altered Reality Industry
The Altered Reality industry is growing at a rapid pace, with revenues from virtual reality products projected to extend from $90 million in 2014 to $5.2 billion in 2018. The variety of lively VR users is forecast to achieve 171 million by 2018, and the augmented reality market is projected to generate $120 billion in revenue. As the industry continues to grow, it’s essential for firms to begin discussing their Altered Reality strategy.
Conclusion
Altered Reality is revolutionizing the best way we interact with the web, and firms are taking notice. With the expansion of the industry expected to proceed, it’s crucial for businesses to begin exploring how they will use VR and AR to market their services and products. By understanding the difference between VR and AR and staying up-to-date with the most recent developments, firms can stay ahead of the curve and create modern marketing campaigns that leave an enduring impression on customers.
