Melanie Cook on how to use VR for marketing and advertising

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In the words of Mugatu, Virtural Reality (VR) “is sooo hot right now!” The world’s biggest brands are all experimenting with how it can help them engage consumers and ultimately improve their bottom lines. This is mostly because VR and AR offer a deeper level engagement that is more immersive than we’ve ever seen before. Melanie Cook, Head of Strategy at SapientNitro Southeast Asia, hosted a breakfast at the Singapore office to share how brands can take advantage of VR experiences. The talk, part of SapientNitro’s #whatsticks series, was broken down into the four steps that every brand or agency needs to take to make sure their VR experience is a hit; 1. Define a specific use 2. Create a tangible value exchange 3. Think like the cohort of 3d thinkers 4. Get your ducks in a row (The user experience has to be outstanding, the commercials have to line up and the entire organisation needs to work together to make it happen.) Melanie doesn’t advocate that the brands should only focus on VR, “Your brand story should continue to be experienced in mobile, print, digital, data visualisation, infographics, multimedia, video, gaming, podcasting, social etc.”.

Marketing

Virtual Reality
MAKING IT REALITY
@sapientnitro#whatsticks

“Reality is merely an
illusion, albeit a very
persistent one.”
ALBERT EINSTEIN
@sapientnitro#whatsticks
3

@sapientnitro#whatsticks
YET MARKETING
REMAIN BOUND BY
WHAT THEY KNOW.
4

ENGAGEMENT IS
THE CINDERELLA
OF MARKETING.
@sapientnitro#whatsticks

6
ENTHUSIASM,
SMILES AND
IMMERSIVE EXPERIENCES.
@sapientnitro#whatsticks

7
DEMOCRATISATION
OF A NEW REALITY.
@sapientnitro#whatsticks

@constant_garden#sxengage @sapientnitro#whatsticks
8

CRISTIAN SMITH
SUPPORT
AMIR TRUTH
Designer
JOHN FACT
Designer
@sapientnitro#whatsticks
1010

11
ENGAGE TO REMAIN
RELEVANT.
@sapientnitro#whatsticks

12
DEFINE A
SPECIFIC USE.
SHAWN DUBRAVAC, HEAD OF RESEARCH
CONSUMER TECHNOLOGY ASSOCIATION
@sapientnitro#whatsticks

13
CREATE A TANGIBLE
VALUE EXCHANGE.
ANTHONY BATT, CO-FOUNDER
WEVR
@sapientnitro#whatsticks

14
THINK LIKE THE
COHORT OF 3D
THINKERS.
NONNY DE LA PENA, CEO
EMBLEMATIC GROUP
@sapientnitro#whatsticks

15
GET YOUR DUCKS
IN A ROW.
Outstanding user experience
Lined up commercials
Collaborative working
@sapientnitro#whatsticks

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