Building Strong VR Narratives for Brands

By Martech Outlook | Friday, September 06, 2019

VR offers an immersive platform which is a powerful marketing tool with immense potential, particularly in building a strong VR narrative for a brand.

FREMONT, CA: Virtual reality (VR) has already made deep inroads into several industries. According to predictions, over 200 million VR headsets are expected to be sold by 2020. Moreover, as per Forbes, 75 percent of the world’s top brands have developed some form of VR or AR experience for customer engagement. The immersive VR platform is a powerful marketing tool with immense potential, particularly in business. VR can be an incredible storytelling tool with the help of vast data sets, and with the stock of information an individual can consume daily, people expect an engaging narrative.

Earlier, VR wasn’t discussed much as an experience outside the gaming context. It was because of VR’s immersive nature that made it a perfect fit for the gaming industry. However, with time and advancements in the technology, VR has moved beyond the gaming industry, although with limited success. However, the technology is considered by many as an effective storytelling medium.

Storytelling has occupied kids and adults since time immemorial. It has entertained and served to the imagination of the people. However, the concern for many people when VR is associated in tandem with storytelling is retrospective while VR will transform the practice into a real-time event. 

As part of the media giant’s new NYT VR initiative, the New York Times is offering over a million Google headsets to its print subscribers. The first NTY VR project is in collaboration with Google and centers on three children across Eastern Ukraine, South Sudan, and Syria whose lives have been affected by war. It is the first release in the lines of VR films which the New York Times intends to release to subscribers. Readers of the New York Times were looking for compelling and innovative storytelling. The journalistic powerhouse saw the opportunity and realized it using the power of VR to take their brand to a new level.

Building a strong VR narrative for a brand requires a roadmap of what is to be said or sold. It is essential to think about consumer conflict and resolution that can be offered. Then VR can be used to make an interesting backdrop to the brand story using outstanding imagery and provocative characters.

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