The future of Virtual Reality has the potential to change our daily lives—from how we communicate to how we spend our leisure time. It’s still early, but it’s already happening, and now is the time for brands and creators to understand what it all means.
Google Cardboard means that the Virtual Reality experience can be placed in the hands of nearly anyone. What used to sound like the stuff of science fiction is now easily attainable. VR has the potential to change how we communicate and what we experience.
Features like Jump, which captures every angle of a place, and Daydream, which ensures a higher quality VR experience, mean that the the virtual reality promises “presence” – the feeling that you are really there in that specific moment in time.
The real beauty of VR is that it lets its users be active participants in the story being told. Instead of building frame-by-frame stories, filmmakers will be tasked with creating entire worlds for people to play an active role in.
The potential for artistic and innovative expression is endless with apps like TiltBrush, which enables VR users to paint their own world in 3D space.
The challenge for brands and storytellers is to create VR worlds that offer more than just initial interest – the sticking power will come from building environments that allow the user to feel that they are indispensable characters in the story being told.
The Volvo team had to find a way to build excitement and interest in the unreleased XC90. Although the car wouldn’t be available until the following spring, Volvo wanted to demonstrate its design and capabilities. The company teamed up with R/GA and FrameStore to design an interactive experience using Google Cardboard, a new and low-cost virtual reality platform. After downloading the Volvo Reality app, users could slide their smartphone into the Google Cardboard mount to look around the inside of the car and take a virtual test drive. Volvo implemented an experience for consumers, allowing people to have exposure to the car without the car itself.