Marketing Applications of Alternate Reality Technology

VR, AR, and MR- WTF? What do these technologies actually do, how do they differ from each other, and how are companies utilizing them to set themselves apart?

Virtual Reality

The concept behind virtual reality is to allow users to step into an "alternative reality" through the aid of VR headsets, helmets, and other similar technologies. VR consists of both "linear video" as well as "3D stimulations." When using VR technology, the user is "placed" in a reality of choice, and from there can move around and interact with the environment, and VR technology will automatically update to keep up with the users movement. VR content responds to the environment, otherwise known as interactive VR. VR is typically used for gaming, education, travel simulation, and more. Digital Trends adds that, "VR projects are working wit tactile sensation and even smalls, but in the consumer market VR is typically limited to vision, hearing, and handling simple objects."

Within the marketing world, VR is quickly gaining popularity due to the increased availability of the technology. Companys such as Barneys, Lowes, and Top Shop have all integrated VR into their customer experience.

Barneys New York utilized VR technology with the launch of their 2018 spring collection. According to a HootSuite blog post, Barneys integrated dancers, fashion, and technology to expand the process of storytelling. Barneys allowed audience members to participate in the showcase, allowing them to physically walk in the show along side the dancers. VR headsets allowed those chosen audience members to experience the showcase on another level, allowing them to experience the show using innovating technology that is new to the fashion world. A video explanation of the experience can be seen below.

Augmented Reality

Augmented Reality is the overlay of virtual content on top of a real world experience. AR enhances a real world experience by, "adding digital information, so the user is still in contact with the real environment," as opposed to VR which takes users into a completely new world.

An example of AR is found through Google technology Tango. Tango is, for lack of better words, the "Google version" of AR. Tango allows for technology to view an environment in the same ways humans do, and to make improvements upon that "reality." These technologies include, motion tracking cameras, 3D depth sensors, accelerometer, barometer, gyroscope, and GPS. In short, Tango allows for virtual changes to be made to an environment. Unfortunately, Google announced the shutting down of Tango technologies on March 1st, 2018, after making great efforts in attempt to allow everyday consumers to have access to AR through mobile phones.

Ikea introduced the use of AR with their Ikea Catalog App, which was introduced in 2014. Through the use of cameras within a device, the app allowed users to temporarily "place" catalog items in their home. The product is placed within the frame of reference, and the user is prompted to rotate, reposition, and manipulate the product within the space without ever leaving the comfort of their home. From a marketing standpoint, utilizing AR technology allows for new consumer groups to be able to participate in the buying process by allowing anyone to have access from anywhere in the world. This allows consumers with physical and mental disabilities to participate in the Ikea experience without the constraints of having to visit a physical store.

Mixed Reality

Mixed Reality, or MR, can be described as, "the merging of real and virtual worlds to produce new environments and visualizations where physical and digital objects co-exist and interact in real time." One key characteristic that sets MR apart from AR is the, "synthetic content and the real-world content are able to react to each other in real time." MR has been alternatively described as, "holographic computing."

Microsoft launched what they call, "HoloLens," which is essentially a program that connects mobile devices to apps and solutions that aid in communicating and collaborating in more effective ways than ever. HoloLens allows for, "the most comfortable and immersive mixed reality experience available," claiming to enhance the reliability, security, and scalability of artificial intelligence services. HoloLens allows users to touch, grasp, and move holograms in the most natural way possible, reflecting the response of real objects. Similar to VR, HoloLens is a wire-free headset that allows the lines between reality and technology to be blend together with cutting-edge advanced technology. The video below showcases real life uses of this technology, showcasing the future of MR.

As technologies such as VR, AR, and MR are becoming increasingly more available, companies are discovering new ways to utilize this technology to allow users to experience events in "real time," bringing the consumer closer to the brand than ever. In addition to creating meaningful experiences with brands, VR, AR, and MR technology are also being utilized to aid consumers in their buying journeys, making it easier than ever to bring a brand into their homes before ever making a purchase. Finally, market innovators such as Microsoft are using these new technologies to create the most realistic and inviting communication and learning experiences.