Marketing New Realities by Cathy Wolfe & Samantha G Hackl

Author:Cathy Wolfe & Samantha G Hackl [Wolfe, Cathy & Hackl, Samantha G]
Language: eng
Format: epub
Publisher: epubor.com
Published: 0101-01-01T00:00:00+00:00

VIRTUAL & AUGMENTED EVENTS

This same kind of group VR experience could be applied to a live or pre-recorded concert, one where millions of people who could not travel to see it or afford a ticket, can watch it together on their VR device. This was already demonstrated by Google.org (the philanthropic arm of Google) with their live Hamilton experience for 5,000 high school students across the country. Live Nation offers free concerts through the NextVR app, and the NBA is broadcasting games live in VR. AR can be used to enhance the live experience, overlaying useful video and relevant data during events.

VR and 360-video experiences have huge potential for entertainers and entertainment venues. Musicians and comedians already go directly to fans through their websites, driving additional revenue. In 2012, Louis C.K. offered a direct download of a comedy special and reportedly earned $4.5 million in less than 2 days (although admittedly his attempt at a direct-to-consumer series was less successful). Entertainment venues across the world can charge for entry into live events with front row seats and behind-the-scenes access to anyone in the world, like a supercharged version of a pay-per-view or premium TV event.

Now, add laser-focused programmatic advertising and retargeting thanks to Google, Facebook, Apple, etc. Multiply the number of times to display brands, logos, ads, etc., during set breaks, pre, mid, and post show, and the number of times people might opt to re-watch the show, and the chance to show the same or new kinds of ads all over again. A partnership with key musical artists with international appeal, like “Rihanna Live in 360” or “Celine Dion Live from the Colosseum in Las Vegas,” etc., would rake in exponential amounts of money for the tour/presentation that have hitherto been unable to be leveraged, but now can, thanks to VR.

For sports teams and venues, VR has already started to gain a foothold. Virtual Reality, and even 360-video, provides users the opportunity to watch their favorite sport(s) courtside at all key strategic points. That alone is enough to make most sign up for the premium of being able to watch the entire season in VR. No wonder the NBA and the NFL have jumped into VR. The Olympics in 2016 were shown in 360, and, with Intel replacing McDonalds as a major sponsor in 2018, we expect new technological advancements will be integrated into the February coverage.

AR is about to hit a tipping point for location-based applications that bring more engagement with fans, offering even more reason to physically go to venues. For example, Major League Baseball’s app, demoed with the Apple iPhone 8 and X launch, allows fans within the stadium to get real-time information about the players and the game. And companies like Zeality are offering turnkey 360-video and AR solutions for sports teams and venues. In the very near future, sports and music fans will be using their phones for lights and photos, and to engage with whole new dimensions of the live experience (e.g. special AR animations for those with certain phones).

Download

Copyright Disclaimer:
This site does not store any files on its server. We only index and link to content provided by other sites. Please contact the content providers to delete copyright contents if any and email us, we'll remove relevant links or contents immediately.