The Other Reality: A New Dimension of VR
This is the beginning, because the most truly transformative ways in which virtual reality will eventually be applied may very well be those that are less flashy and “sexy,” and so may attract less attention today. But they’re where the real action is going to be! Let’s take a look.
Discussions and examinations of Virtual Reality are everywhere these days, almost all of them positive. Pundits, writers, technologistsis entertainingand entrepreneurs from all around the world tell us endlessly of the transformative power of Virtual Reality technology that is either already here, or, in the alternative rendering, “just around the corner.” But, for all the enthusiasm, what is often sacrificed is a sense of perspective and a chance to step back and think more critically about the technology and its possible applications. At the moment, explorations of games and movies and other kinds of entertainment are sucking up all the oxygen. This is the beginning, because the most truly transformative ways in which VR will eventually be applied may very well be those that are less flashy and “sexy,” and so may attract less attention today. But they’re where the real action is going to be! Let’s take a look.
It’s not just about Angry Birds
It’s a pretty well-established pattern that when a new kind of technology is developed and rolled out to the public, the first thing the public wants to do with it is entertaining themselves with it. Thomas Edison was repeatedly scandalized that his phonograph was being used to record and play music, which he regarded as a meaningless diversion, rather than used to record dictation tapes and text for transcription. The pocket computers we all carry (i.e. smartphones) received their first smash-hit games like Angry Birds long before people worked out how to make them serious productivity tools. And the same pattern is repeating itself with VR. And while we’re excited about using VR in games and entertainment, we also believe it can serve other important functions in business.
Explanatory processes
What better way to show what it’s like to work for a company than to have candidates experience the company for themselves through VR? Forget about leaflets and brochures! HR is ready to embrace Virtual Reality as the most innovative and effective way to attract the best potential candidates. With Yondr, we created a complete 360° experience at a student job fair that shows the life of an employee at the Willemen Groep, bringing student candidates on a real-life journey to three prestigious construction sites. After the experience, students received a cardboard VR viewer, a much more memorable and distinct company gift, which will be shared and talked about with others . In this way, these students indirectly become brand ambassadors for the Willemen Group, keeping the company at the front of their minds
Launch campaigns
Virtual Reality can drive a new level of engagement and awareness, with more impact on consumers more than any other traditional medium. So let’s see what a successful VR campaign looks like. Last May, Nike opened a new EMEA distribution centre to accelerate its drive toward “the supply chain of the future.” This high performance industrial facility sources 5 types of 100% renewable energy, which Yondr was able to feature in a beautifully and fully rendered futuristic VR video. Sustainable innovation influenced all aspects of the design of the facility, from the drawing board through construction. This emphasized Nike’s vision for a low-carbon, closed-loop future as part of its global growth strategy.
