Source: Marketoonist
SXSW has turned into the Superbowl of “brand experiences.” This year, virtual reality was the main technology focus. McDonalds even created a virtual reality experience where attendees could paint the inside of a giant Happy Meal box.
There is obviously tremendous promise in virtual reality, and some are calling 2016 a breakthrough year in virtual reality for marketing.
But as with any new technology, it’s not the technology itself that ultimately matters for marketers; it’s what you do with it. The novelty of the technology will eventually wear off.
I like this perspective from Jason Kingley, co-founder of games developer Rebellion:
“Brands have to fight the temptation to view VR as a shiny new plaything, since creating VR content for the sake of it will not be tolerated by users. Given that these headsets transport users to strange new worlds, a ‘multi-touchpoint, 360-degree, UX-centric customer journey’ isn’t what users are after. Brands need to ask themselves what users require and expect and mustn’t get in the way of their experience.”