Sensory marketing – how companies use AR and VR to attract customers

When talking about AR and VR scenarios, marketing seems to be a very promising field of application. Especially sensory marketing moves in our focus as it is a specific approach to attract potential customers by using senses to affect their feelings and behaviour. As globally leading pinoeer, Prof. Aradhna Krishna coined the term “sensory marketing”.  She defines it as

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Aradhna Kirshna – Sensory Marketing Lab Director

“marketing that engages the consumers’ senses and affects their perception, judgment and behavior (and suggests that) from a managerial perspective, sensory marketing can be used to create subconscious triggers that characterize consumer perceptions of abstract notions of the product (e.g., its sophistication or quality).”

via Relevant Concepts – Sensory Marketing Lab.

 

 

For a better unterstanding of sensory marketing, the following examples will show you various use cases of AR/VR in the domains of marketing and advertising.

1. Mariott Hotel’s VR honeymoon

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Mariett Hotel’s Teleporter view through Oculus Rift

To exemplify the combination of VR and sensory marketing, Mariott Hotel’s Teleporter has to be mentioned. Basically, the Teleporter simluates a virtual honeymoon and aims to seduce recently married couples to plan their dream vacation. By wearing the VR device Oulus Rift and a full-sized headphone, the user is “teleported” to the VR environment. This effect is further enhanced by the use of watersprayers and installed heaters that enable a multi-sensory experience.

Watch the following video to get an impression of Mariott Hotel’s Teleporter:

 

2. Häagen-Dazs’s AR timer

häagenHäagen-Dazs provides an AR timer for the purpose of “softening” the ice cream before use. To bridge the time gap, an AR violinist appears and plays a two-minute violine concert. Generally, the advertisment appeals directly to the emotions and senses of the consumer as the Häagen-Dazs ice cream is presented as a special delight and premium product.

By listening to the classical concert, the sense of hearing is activated and the violin sounds make the consumer feel sophisticated and culturally educated, Due to this subconscious positive association, the customer may be more willing to buy Häagen-Dazs ice cream prospectively.

Watch the full advertisment and let us know what you think about the AR app!

 

3. Jochen Schweizer’s AR Tour

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AR treasure hunt by Jochen Schweizer

Jochen Schweizer shows how companies bring AR to the market. At the heart of the concept lies a kind of virtual treasure hunt similar to Geocaching. The general task is to free the parallel world “Avoria” from evil powers by using AR.

The participants use an iPad as a gateway to the AR reality and have to solve different types of riddles to save Avoria.

What do you think about the presented AR/VR use cases? Would you like to see more of it? We are looking forward to your comments and hope that you enjoyed the scenarios!

Who is the father of VR?

Nowadays, the VR technology is already relatively advanced. But where does this development actually come from? If we take a look back at the beginnings of VR, we have to consider pinoeers of the 1950s and 1960s.

Morton Heilig has been touted as the father of VR as he invented the first 3D movie machine called Sensorama in 1957. Patented in 1962, it should improve the 2D movie experience.

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Morton Heilig’s Sensorama Machine

“It is a simulator for one to four people that provides the illusion of reality using a 3-D motion picture with smell, stereo sound, vibrations of the seat, and wind in the hair to create the illusion.

Parts of the Sensorama are two other inventions which made it possible, the Sensorama Motion Picture Projector and the Sensorama 3-D Motion Picture Camera.”

via InventorVR.

 

 

telesphereOn top of that, Morton Heilig created the first head-mounted display (HMD) called Telesphere Mask that enables “stereoscopic 3D TV, wide vision and true stereo sound”. From our present point of view, the Telesphere Mask looks much like Facebook’s Oculus Rift and could be seen as grandfather and former ancestor.

Based on the success of these innovations, Morton Heilig developed another simulator: the Experience Theater. It works in a similar way to Sensorama, but appeals to a larger target group. Developed for an entire theater full of people, the Experience Theater shows 3D motion pictures on a large semi-spherical screen.

But Morton Heilig was not the only visionary of his time. Douglas Engelbart is another outstanding personage who had a decisive impact on the development of VR . As American engineer and inventor, he created the first graphical user interface for communicating with computers and revolutionized the human computer interaction.

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Douglas Engelbart – inventor of the computer mouse

“Rather than limit computers to number crunching, Engelbart envisioned them as tools for digital display. He knew from his days with radar that any digital information could be viewed on a screen. Why not, he then reasoned, connect the computer to a screen and use both to solve problems?”

via VIRTUAL REALITY – History.

 

Against this background, we welcome the current development. As VR sheds its ivory-tower image slowly but surely, the next-generation technology proceeds to become part of our everyday life.

HoloLens Reality Check

Are you tired of futuristic HoloLens visions? CNET‘s Cam Robinson provided a HoloLens Reality Check. According to CNET.com, “gaming is the number one most exciting potential use of the technology”.

Check out his video here: http://www.gamespot.com/videos/embed/6423294/

For those who prefer reading: Cam explains that HoloLens is about “adding things on top of existing reality” and emphasizes the follwing key features of HoloLens:

  • manipulation of digital holographic objects
  • construction of virtual objects (to be later 3D printed)
  • modelling in realtime 3D
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Gaming: VR creating “feeling of presence”

On top of this, Cam compared HoloLens to its “VR cousins” (e.g. Oculus Rift/ Project Morpheus) that fulfil their intended purpose by creating “the feeling of presence”. They take you to a new virtual world and simulate the feeling of being a part of the game.

Especially Facebook has shown the great importance of next-generation technologies as Mark Zuckerberg announced the $2bn acquisition of Oculus Rift in March 2014 (according to theguardian).

Facebook, Sony, Google, Microsoft – they are all pursuing a long-term strategy to develop and improve AR and VR solutions. But what about Apple? The gossip factory is working overtime as Apple is hiring engineers and app developers with VR experience.

As long as there were no more details released, we have to be patient. Maybe we have to get ready for another pleasant surprise?

Feel free to leave your comments below and let us know what you think about the current development.

And do not forget to participate in our HoloLens survey above!