Cathy Hackl - Marketing New Realities: An Introduction to Virtual Reality & Augmented Reality Marketing, Branding, & Communications

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Marketing New Realities

An Introduction to Virtual Reality & Augmented Reality Marketing, Branding, & Communications

Cathy Hackl

Samantha G. Wolfe

The Marketing Futurists

Copyright 2017 by Cathy Hackl & Samantha G. Wolfe

All rights reserved.

No part of this book may be reproduced in any form or by any electronic or mechanical means, including information storage and retrieval systems, without written permission from the author, except for the use of brief quotations in a book review.

To all the women in VR, AR and technology who are blazing the trail.

Contents

Foreword

Theres always the question: How early should we get to the party?

The time is now. You are not too early. You are not too late.

When you see what furniture looks like in your house without buying a thing.

When you can dive the Great Barrier Reef in the comfort of your own living room.

When you can feel what its like to be an addict

without ever taking a drug or drink.

When you are sitting in a fashion show in Paris

on your lunch break in New York.

When youre here and your team is there.

Empathy. Adventure. Education. Experience. Immersion.

The virtual journey is now available to all.

How can you capture this opportunity as a brand?

Its possible.

The time is now.

From a perspective, never so readily available, by two authorsnever so ready to take you there.

Say hello to Marketing New Realities. An Introduction to Virtual Reality and Augmented Reality, Marketing, Branding, & Communications by Cathy Hackl and Samantha G. Wolfe.

Im happy to make this introduction to the next generation of this marketing revolution. After watching public relations mature into digital and morph into social media, its exciting to see the revolutionary new view for you and your audience, a step out of 2D and into the possibilities of 3D and more.

Hackl and I met working together at the University of Florida in 2014 when she launched the first ever Periscope Summit. Weve collaborated and experimented together with the rise of live video with a talk show called the Digital Dish. Ive admired Hackl, an Emmy award-winning journalist, zero in on the AR/VR/MR marketing opportunity; and she has definitely brought it into fruition in this book. Shes carried the torch from conference to conference, city to city, country to country, echoing the message the time is coming, marketers need to be ready.

The time is now.

Hackl is joined by Wolfe, an award-winning marketing futurist specializing in emerging technologies. Together they peel back the complex layers of AR/VR/MR and simplify it into an actionable book with useful takeaways

Two global tech powerhouses, Hackl and Wolfe deliver a chapter-by-chapter playbook of how and when to use AR/VR technology for marketing. Doses of reality mixed with a twist of inspiration and backed with stats and facts. Its a cocktail of AR/VR success.

Read this book and you will be infused with a new reality for tomorrows marketing. Most importantly, the who, what, where, when, and why to use AR/VR as a marketing strategy in a one-size fits all package.

They bring marketers the breadth and depth, cutting to the chase and filtering out the clutter.

That moment when you need to determine what AR/VR means for your brand. The inevitable questions: How does your brand promise extend to this medium? Is it worth it? What kind of experiences will enhance and improve your marketing campaigns? How can you surprise and delight your audience in new ways never before possible? How can you make this happen?

The time is now.

Hackl and Wolfe take you where you need to go.

The journey is just beginning, and you are here.

Lets immerse in the future of marketing today.

Namaste,

Author of Social PR Secrets

and Digital Detox Secrets (coming 2018)

Introduction

THE FUTURE OF MARKETING IS HERE

Virtual Reality (VR) and Augmented Reality (AR) are two of the biggest disruptors to ever hit the marketing and advertising industries. Couple that with the integration of Artificial Intelligence (AI), and the playing field has changed dramatically for everyone in the marketing, branding, and public relations sectors, from marketing managers to public relations directors to chief marketing officers.

The virtual future has arrived, and it's no longer science fiction. Marketing New Realities will help you navigate this new industry and give you the tools you need to create and manage successful marketing campaigns in the present, as well as prepare you for the years to come. Weve divided the book into 5 main sections: Past, Present, Future, Far Future, and Practical Matters, in order to help you understand todays marketplace and contemplate the future of marketing and communications. Note that for simplicitys sake, we refer to you/the reader as a Marketer throughout the book. Lets dive in.

Section 1: The Past

What is real? How do you define 'real? If you're talking about what you can feel, what you can smell, what you can taste and see, then 'real' is simply electrical signals interpreted by your brain.

Morpheus from The Matrix, 1999

When The Matrix movie came out 20 years ago, it was a mind-blowing experience questioning the nature of reality. But thinking about reality and trying to represent reality in new forms dates back hundreds of years.

1 Virtual History

The 1830s marked the first scientific discoveries around understanding how the mind processes reality, as well as landmark attempts at recreating reality. Most notable was the discovery by Charles Wheatstone that the brain processes two slightly different images into one three-dimensional (3D) image. Three-dimensional (3D), or more accurately, stereoscopic content (Greek stereos, meaning firm, solid, and skopeo, meaning to look, to see), has been documented as early as 1860, not long after the first daguerreotypes (photographs taken by an early photographic process, employing an iodine-sensitized silvered plate and mercury vapor).

In 1895, the Lumire brothers showed one of the first motion pictures in history, Arrival of a Train at La Ciotat, at a venue in Paris. Journalists at the time referred to it as life caught in the act and created the legend that viewers of the one-minute film ran out of the theater in fear. This is still considered one of the most important moments in the history of visual storytelling.

Less than 43 years later, la ralit virtuelle was used in essays by a French multi-hypenate. A year later, an early precursor of the VR headset was patented. The View-Master was offered to consumers as virtual tourism.

But it wasnt until 1987 that the term Virtual Reality was born. Although most people think that VR has only really been around for the past year or so, NASA has been using VR for more than 20 years to train astronauts and the U.S. military for training and flight simulations.

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