Everyone making branding decisions – from a garage or the boardroom of a Fortune 500 company – needs to consider the growing momentum in the virtual reality (VR) and augmented reality (AR) industries. MP&F senior account supervisor Dan Schlacter details how tomorrow’s VR/AR technology can benefit branding today.
For those who need a quick VR/AR primer, VR allows the user to be completely immersed in a computer-generated, three-dimensional simulation. AR technology superimposes computer-generated images onto a user’s field of vision. Think flight simulators versus heads-up displays.
Big money coming from communications powerhouses like Facebook and Google – as opposed to the gaming industry – tells us that VR and AR likely have a future in our daily lives. But, for the time being, when or whether VR and AR go mainstream is beside the point. What matters today is the overall trend represented by these investments: brand interaction on a literal level.