Virtual reality has made it possible for marketers to create immersive promotional campaigns. With the rising popularity of this technology, many marketing campaigns are using it to draw the attention of the consumers. Walt Disney’s Marvel has teamed up with Samsung to create one such marketing campaign which has used virtual reality technology to promote “Avengers: Age of Ultron.” More studios are looking forward to use this new technology for promoting upcoming movies.
The Avengers ad campaign was launched last week and it uses virtual reality to immerse the users in a 3D world and make them feel as if they are present in the field of action.
The head of experimental marketing at Samsung, Jamie Park, said that the studios have shown an increasing interest in virtual reality and Samsung would do more such things in future. Park said “It’s less about taking the movie content and putting it directly into VR and more about figuring out the best way to enhance the overall content.”
The campaign was developed by 72andSuny, an advertising firm in Los Angeles. It consists of short films that provide people a chance to experience being a superhero. They can find themselves as superhero characters like Captain America and Iron Man in the Avengers.
The VR ad campaign works with GS6 smartphone from Samsung that fits with the Samsung Gear VR. However, the short films can be seen on any web browser or Android smartphone.
The executive creative director at 72andSunny, Bryan Rowles, said “It’s an ambition that is deeper than product placement. It’s rare to work on a piece of technology in its infancy. It will be interesting to see where it goes and if it will catch on.”
A Few Examples of the Promotional Campaigns
One of the short virtual reality films created for the promotion of Avengers co-stars international sports figures like Eddie Lacy who is a professional football player and the soccer star Lionel Messi. The film shows their experience of being transformed into super heroes.
In another film, a user will be able to experience a battle between a robot army and the Avengers, in 3D slow motion and in a 360 degree view.
The “Avengers: Age of Ultron” had the second-biggest domestic opening in history by collecting $187.7 million in box office sales.
So, with virtual reality, we can hope to see more movies taking this immersive way of promotion.
What do you think?
Do you think virtual reality promotions for movies can garner more attention from the consumers? Do you know about other movies which have used VR for promotion? Share your thoughts in the comments below.
Image Source – ibtimes.co.uk
Article Source – reuters.com