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Vr來了 :vr行銷應用案例分享
- 1. VR行銷運用案例分享 VR來了: 謝京蓓 Cori CJS Interactive 創辦人暨總經理 2016.07
- 2. 2 關於我… • 現職: 台灣虛擬及擴增實境產業協會(TAVAR) 秘書長 CJS Interactive喜杰思互動科技 總經理 VR幼幼班及VR電玩團社群媒體 創辦人 • 經歷: 經濟部數位內容產業推動辦公室 組長 邊境數位科技股份有限公司 業務總監 SNSplus 好玩家股份有限公司 行銷處處長 • 學歷: 美國Syracuse University 公共行政碩士 台 灣 VR/AR 產 業 網 路 媒 體 先 鋒 者 、 行 銷 觀 察 家 擁有10年+遊戲營運、市場行銷操作經驗，致力以大眾、 生活化的方式在台灣推廣VR/AR產業關注。近期和一群 數位內容、VR/AR創業家聯合推動台灣VRAR產業協會 的成立( www.TAVAR.tw) 。 Cori.Shieh (FB ID) 講者介紹
- 4. 虛擬實境（Virtual Reality） • 利用電腦模擬立體、高擬真的 3D空間。 • 使用者穿戴裝置後，產生好像 處在現實中的錯覺。 • 在空間中，使用者可以藉由控 制器或鍵盤在虛擬環境下互動。 What’s VR? 4
- 6. What to Expect In the Upcoming Future? 6
- 7. Superdata：2020 年 400 億美金 市場規模預估－總體 Digi-Capital：2020 年 1,200 億美金 資料來源：Digi-Capital、Superdata，2016
- 8. Hardware Videogames Healthcare Engineering Live Events Video Entertainment Real Estate Digi-Capital：2020 年市場分布 高盛：2025 年市場分布 資料來源：Digi-Capital，2016 市場規模預估－分類
- 9. 9 截止2016年Q1，過去12個月中 AR/VR領域的投資總額達17億美 元，而有將近12億美元發生於 2016年第一季度。 相比2014年Q2的共12億美元的 投資總額，2016年Q1有25倍的 增長。 資料來源：Digi-Capital (2016/3) FB投資Oculus 2B USD Google、高通、KPCB、 Andreesen Horowtiz投資 Magic Leap (550M USD) 阿里巴巴投資Magic Leap (800M USD) 產業投資現況與領域分布 (1/2)
- 10. 10 AR/VR領域的投資主要聚焦: • 硬體設備、 • 影片、 • 解決方案/服務、 • 遊戲、 • 廣告/市場行銷、 • 消費應用APP、 • 分發平臺、 • 技術、 • 周邊配件。 資料來源：Digi-Capital (2016/3) 產業投資狀況與領域分布 (2/2)
- 11. Hardware & Distribution Content Software, Platforms & Delivery Services VR生態圈 (歐美) 11
- 13. 13 VR生態圈 (中國)
- 14. 已有廠商投入VR/AR開 發， 更多廠商與個人 嘗試投入 台灣除直播平台有意願進行360 度影片直播外，目前 沒有 VR/AR開放內容平台 台灣各家硬體業者 均已開 始投入此產業 內容製作 硬體銷售 開發工具、內容平台 VR生態圈 (台灣)
- 15. 15 Why VR marketing can be successful?
- 16. 16 With high media and public interest in VR early adopters can benefit from favourable media exposure. Four Elements Immersive Impactful Novel Memorable Users wearing a headset are completely immersed in the content meaning fewer distractions and more attention on the message. The intensity of a VR experience is greater than traditional media generating strong emotions in its users which are linked to real behavior change. Human brains are built to remember events linked to locations, this means that VR experiences have a longer trace in the audience’s memory.
- 17. 17 we can transport our clients to real or imagined places instantly. Take them on a virtual walk around an apartment or hotel suite that may not even be built yet, do a tour round your factory or office place. With VR
- 20. 20 Catwalk VR Experience / TopShop “Best Hybrid Event / Best Virtual Event” (2014 Event Tech Award) Production: INITION London TopShop offered the public a unique front- row view of their exclusive fashion runway show during London Fashion Week using a 360 panoramic video stream. As a bonus, the user could find additional behind the scene footage from within the experience. “Project of the Year” (2014 BT Retail Week Technology Awards ) 親臨 體驗 全景 沉浸 走入 幻境 虛實 整合
- 21. 21 British Army VR Recruitment Experience 親臨 體驗 全景 沉浸 走入 幻境 虛實 整合 Create a world’s first VR recruitment experience for The British Army. Using the latest developments in 360 content production, show the thrill and excitement of serving in the forces from a first person POV and drive an increase in applications to join the Army and enrol in officer training programmes. Production: visualise
- 22. 22 Teleporter/ Marriott Hotel Using the Oculus Rift and 4D sensory elements, Framestore, Teleporter’ booths aimed specifically at giving newlywed couples virtual honeymoons. Couples were sent on instantaneous 4D trips to the black sand beaches of Maui, or on the edge of skyscraper buildings in London where they faced a breathtaking drop to the ground. Production: Framestore VR Studio 親臨 體驗 全景 沉浸 走入 幻境 虛實 整合
- 23. 23 XC90 Test Drive/ Volvo Volvo make an app to support the launch of their XC90 SUV. It puts you in the cockpit and takes you on an idyllic ride through the country. • 175k views on YouTube • 155 Reviews on Google Play with an averaged of 3.6 stars Production: Framestore VR Studio 親臨 體驗 全景 沉浸 走入 幻境 虛實 整合
- 24. 24 "Ascend the Wall" experience/ HBO Production: Framestore VR Studio 親臨 體驗 全景 沉浸 走入 幻境 虛實 整合 “Ascend the Wall” is an unprecedented 4D, Oculus Rift powered, virtual reality experience that lets you ride the winch elevator at Castle Black to the top of the 700-foot ice Wall. Along the way, 4D elements help bring this deeply immersive, 90-second experience to life including windfans that create the sensation of wind blowing through your hair and rumble-decks that allow you to feel the rickety elevator moving as you’re propelled to the top of the Wall.
- 25. 25 Sensorium/ Boursin Boursin created a virtual reality experience that takes you on a journey through a fridge full of delightful treats. Boursin exhibited this in various malls and events around the United Kingdom. • 67,545 YouTube Views • Winner of Masters of Marketing Award 2015 • 6 City Tour Production: Hammerhead VR 親臨 體驗 全景 沉浸 走入 幻境 虛實 整合
- 26. 26 Outdoor-apparel brand Merrell is using virtual reality to get back to its outdoor roots and re- engage with its core consumers -- adventure- lovers. The brand ran a "walk around" Oculus Rift experience at the Sundance Film Festival last month in what the company said will be the first of many virtual reality activations. Trail Scape: Virtual Hike / Merrell Production: Framestore VR Studio 親臨 體驗 全景 沉浸 走入 幻境 虛實 整合
- 27. 27 Using Oculus Rift, The Northface Korea bring shoppers a VR Experience that suddenly got awesomely real by mixing a 360 virtual adventure and a real life snowscape. 親臨 體驗 全景 沉浸 走入 幻境 虛實 整合 #Sudden Exploration / North Face (Korea)
- 28. 28 Old Irish - Virtual Journey to Ireland This campaign in Georgia wowed potential visitors with an amazing visual experience, and when they were done there was another very special surprise for them. 親臨 體驗 全景 沉浸 走入 幻境 虛實 整合
- 29. 29
- 30. 30 The future life with AR
- 31. 31