The shocking display effect of panoramic animation and its true and reliable information can attract customers' attention and understand the enterprise more deeply. When customers learn about the production information and the real situation of products through VR panorama, they will be deeply impressed by the enterprise and have a sense of trust.
The characteristics of VR scene marketing are: first, the combination of three-dimensional technology and people's life scenes has the characteristics of soft advertising and product placement. Second, positioning in a certain life scene has high accuracy and can effectively improve the advertising conversion rate. Third, combine life to provide more creative space for enterprises. Fourthly, the combination with advertising technology, such as data analysis and behavior analysis, can help enterprises to further understand the life characteristics of users. ?
Case 1: Nike and Zhou Dongyu's VR advertisement-"Wild Heart", although the total duration of this advertisement is only about 4 minutes, Nike has maximized the appeal of the advertisement through VR technology. In this VR advertisement, the audience can witness Zhou Dongyu's dream-chasing process, witness her growth in a 720-degree immersive way, and watch her every move and expression very closely, as if they feel that they have been with her all the time and feel her joys and sorrows. This VR scene advertisement has also earned the attention of consumers. Their themes are inseparable from three points: growth, exercise and expression. Therefore, when Nike cooperated with Zhou Dongyu, it fully created the growth scene of joys and sorrows, and turned the process of Zhou Dongyu's dream pursuit into an interactive communication scene between consumers.
Case 2: 2065438+On May 20th, 2006, P&G invited Yang Yang and Dilraba to be your boyfriends or girlfriends for the majority of singles, and used VR panorama to share with consumers in an immersive way. On the day of its launch, VR Panorama was sought after by consumers. Only one week after the activity began, the sales volume of Rejoice soared to three times that of the whole month of last year. VR panoramic scene marketing is very compatible with products, which can greatly expand corporate brand image and influence.
P&G is different from other companies in the form of user experience, and will interact with stars as the scene, which has aroused great interest and participation of single men and women. Therefore, the setting of different scenes not only meets the needs of single men and women, but also meets the needs of single men and women for different scenes. Successful scene marketing has been deeply rooted in people's hearts.
According to people's life scenes, VR scene marketing can be roughly divided into two categories: one is VR scene marketing in real life, and the other is VR scene marketing in Internet use. In the Internet, scene marketing can also be divided into PC-side VR scene marketing and mobile-side VR scene marketing.
1 VR scene marketing in real life
People live in real life, so they need all kinds of goods to maintain their lives or improve their quality of life. Therefore, the first entry point of scene marketing is real life. For example, in a supermarket, each product has its own collocation scene, and at the same time it is inextricably linked with the surrounding things. Scene settings in life can help users find a more complete inner world and stimulate users' interest and desire to buy related goods.
2.？ PC-side VR scene marketing?
The PC-side VR scenario is a marketing scenario based on users' online behavior. When users use browsers and search engines to collect information, obtain information and do online entertainment shopping, enterprises will build an online marketing model of "interest guidance+massive exposure+demographic marketing clues" around these behaviors.
3.？ Mobile VR scene marketing
According to whether marketing is combined with reality, mobile VR scene marketing can be divided into mobile VR scene marketing combined with reality and mobile VR scene marketing that only happens on the mobile Internet without reality. The difference between mobile VR scene marketing and PC VR scene marketing is that the latter is carried out through notebook or desktop computer, lacking mobility, mobile phone positioning, mobile phone taking photos, 4G network and so on. Therefore, PC scene marketing is a scene marketing method that lacks integration with real life; The former is that users carry mobile phones and mobile networks with them, which can make VR scene marketing appear in people's real life anytime and anywhere. Enterprises can interact with users at any time, and users can also make purchases at any time because of the touch of the scene.
In addition to the combination of mobile phones and life scenes, mobile scene marketing can also be done only on mobile phones of the mobile Internet, which is a concept corresponding to PC scene marketing. Its biggest features are social marketing and mobile precision advertising. The former uses the scenes of users' social relationships to spread information, such as enterprises promoting salons and lectures on WeChat, allowing users to scan, share and spread through the QR code of VR panoramic cases. The latter grasps the user's characteristic scene through data and carries out advertising communication.