The world is abuzz with the potential of virtual reality (VR) and augmented reality (AR), collectively known as virtual experiences (VX).
Brands and organizations are scrambling to carve a niche in this emerging frontier, recognizing the power of immersive storytelling and audience engagement. Yet, promoting a VX demands a PR strategy that surpasses traditional methods.
The power of immersive storytelling
The magic of VX lies in its ability to transport users from their living rooms to the heart of the Amazon rainforest or the bustling streets of ancient Rome. Unlike passive media consumption, VR places users within the narrative itself.
Highlighting the value proposition of a VX
While the novelty of VR is undeniable, a successful PR strategy must transcend the “wow factor.” Articulating the clear value proposition of a VX is crucial.
It’s important to define whether it’s designed to educate users about climate change, offer a behind-the-scenes glimpse into a manufacturing process, or provide a unique perspective on historical events, for example. Emphasizing the benefits VX offers compared to traditional methods is essential.
Bite-sized trailers
Attention spans are shorter in the digital age. Crafting short, high-quality VR experiences or trailers that entice viewers and showcase the essence of the full VX is key. Utilizing social media platforms like Facebook 360 or YouTube VR for sharing these snippets can pique audience interest.
The power of user-generated content
Encouraging users to share their experiences within a VX fosters a sense of community and generates valuable organic content. Partnering with VR influencers who can create compelling narratives and reviews can further amplify reach.
Press releases with a twist
Static, text-heavy press releases are a thing of the past. Incorporating interactive elements like 3D models or even short VR experiences within press releases can grab journalists’ attention and stand out from the plethora of releases flooding their inboxes.
Democratizing the virtual experience
While VR offers unparalleled immersion, not everyone has access to expensive headsets. A well-rounded PR strategy should consider accessibility.
Highlight compatibility
Clearly specifying which VR headsets the experience works with can avoid frustration for potential users who might download a VX only to find it incompatible with their hardware.
Offering alternatives
Catering to a wider audience by providing alternative experiences for those without VR access is also crucial. This could include 360° videos, social media highlights, or even interactive web-based experiences that capture a portion of the VX’s essence.
Reaching audiences where they are
The media landscape is constantly evolving, and the world of VR is no exception. Leveraging new media platforms to promote a VX can be highly effective.
Social media powerhouse
Many social media platforms now embrace VR content. Utilizing features like Facebook 360 or YouTube VR to share trailers, user-generated content, and behind-the-scenes glimpses of VX development can allow for organic reach and foster a community around the experience.
The power of collaboration
Collaborating with VR content creators or companies in complementary industries can bring fresh perspectives and broaden audience reach. A fashion brand could work with a VR artist, for example, to create an immersive experience showcasing their latest collection. Such cross-industry collaboration injects novelty and attracts viewers from both brand and artist’s audience pools.
