VR offline promotion cases in Korea
*Northface McMurdo South-Pole experience.
< Youtube: https://youtu.be/FSfkE4emoBE>
Northface prepared an offline promotion event to promote their new line Mcmurdo. It has used VR as a bridge to their event very well. It has made a special Mcmurdo booth in the Lotte world mall and when the customers visit and try the new products they explain about the product and then suggest a 3D South-Pole experience. Then people sit in the sled and wear a VR HMD.
The customers will see a video that makes them feel as if they were riding a sled which is led by sled dogs in the snow. At the end of the video there appears a sentence “Now the real exploration will begin” and the countdown begins. When the countdown ends the helpers take off the customer’s VR HMD and suddenly the sled moves by real trained sled dogs inside the mall.
Most of the customers are surprised and fall into a flutter but when they get close to the finish line they instinctively realize that they need to catch the hanged Mcmurdo in the finish line. This event actualized the scene which was shown in the VR video so the effect can be maximized. That means that they connected the Virtual Reality well to the real world.
*Lego city trailer
The Northface Mcmurdo experience went along in particular place. But this event ran in many different places in Korea. This campaign is called “Be a hero of Lego city” and it travels the whole country near the mart and multi shopping mall using the huge 7.5 ton city trailer as a mobile zone aiming children.
Inside the large trailer there is a Lego city installed made with two hundred thousand Lego by Lego specialists in about 70 days. It values about one hundred million won.
First, the kids come up to the trailer and look around the Lego City diorama. Then they can make their own car or airplane with Lego. After that they can experience VR through the cardboard which the Lego City provides.
Through the VR video they can experience the Lego City which they watched in the trailer. They can travel around the Lego city through VR which is not possible in the real world. Furthermore, there are some missions they need to do while watching the VR video. For the last, they take a picture and receive a Lego City citizenship.
Through this Lego City event they made the children to experience the VR more easily through Lego which is a popular content. They also used cardboard which is very light and easy to activate rather than heavy VR HMD which can be bit difficult for children to use. The children might have imagined “What would it feel like if I can live in this lego city?” while they were watching the lego city diorama. Then the VR experience answers to their curiosity and imagination.
*Hyundai motor group’s 360 VR live broadcast
Most of the VR event used a VR video which was already made and people just watch it in the event place. However, there was a 360 live broadcast video event which Hyundai motor group has prepared for 2016 Busan International Motor Show.
They set the 360 camera and 360 relay rooms so that people who visited Hyundai motor studio located in coex, Seoul can watch the report presentation in real time. Furthermore, they made an experience zone in coex which people can experience the exhibition hall in Busan vividly in Seoul.
People were able to experience the exterior and inner of the car which is exhibited in Hyundai motor booth in Busan motor show through VR. Hyundai motors were the first in the car market to try live VR broadcast related to the motor show. It was a good event to promote Hyundai motor’s new technology and innovative car culture to the people.
Like this, there are many good cases that use VR in offline promotion in Korea. We expect to meet more exciting offline promotion events that use VR!
VR offline promotion cases abroad.
*SUNTORY‘s new product promotion event using VR
SUNTORY, one of Japan’s beverage companies, used VR in their promotion event for their new product.
If you see this video, you will have a thought “I want to experience this!”
This promotion was held in front of the Shinjuku JR station in Tokyo. The Korean company Clicked has planned this event. There is a container in the station and there is a suspension bridge, an air blower and an air conditioner that makes customers to feel as if they were really in the winter.
When the customer go into the container by wearing a VR HMD which shows them a video of walking through the suspension bridge in the mountain covered with snow and where there’s a snowstorm. As they enter the container the controller turns on all the devices properly by using the motion sensor then the customers are confused of its situation so that they can’t walk right and some people hesitate to walk forward. The reason they have to go forward is because the new SUNTORY beverage is waiting for them in the microwave. More interesting part is that other people can watch this user’s tough exploration through the large-screen from the outside.
This event which is called “a final beverage tasting” was a great success and the product they prepared ran short 2 hours earlier than they planned.
< http://bit.ly/2c9nRuY >
They set up an open studio looks like attic made by wood in the exhibition hall. There are few wood boxes inside the attic. Then when the customers visit the VELUX studio what they see is just a wood attic and few boxes inside. However, when they wear a VR HMD and look the same place it is changed to a beautiful place with window, sunshine, bed and other furniture. Furthermore, they can change the interior to their taste with the controller.
Like this, the customers can experience indirectly but intensely through VR that all the places can be changed through VELUX. Through this case, VR will be used more and more in housing, interior and architecture field. Furthermore, people can experience places more realistically through VR even though they don’t visit the real place.
* Japan’s various VR experience.
Now you can experience VR almost in all places in Tokyo. The events introduced above were done in a particular time in limited places but these in Tokyo are always open. There were also many experiences prepared for kids.
< Roppongi Hills_ TV asahi Festival VR event>
<Odaiba shopping mall_ VR ZONE Project I can>
< Daikanyama tsutaya bookstore_ Bank VR event >
< Daikanyama tsutaya bookstore_ Benz VR rounge >
There are many good cases that use VR in right place in their offline event promotion. This kind of experience can be more effective as the customers can show more interest to their product, service or brand. For instance, through the VR live broadcast event, Hyundai not only promoted its cars but also was able to promote the brand of its company by making people think Hyundai as a leading company that has new technology and an innovative car culture.
We hope to meet more interesting and brilliant offline promotion that uses VR.
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