A few weeks ago we had our first ‘Poke Presents’ event of the year. With Poke Presents we aim to host a series of events where we talk about new technologies we’re excited about, and what you can do with them from a brand experience or communications point of view. Our first session was about AR and VR, topics close to our heart as some people already know.
We’ve written about the VR renaissance before, and we really believe they can be powerful tools if used to their full potential. Much like with artificial intelligence, it took humanity a while to get to the point where computing power can really turn vision into reality. We are living in really exciting times.
Read our write-up of the event below, watch our video or check out what Campaign had to say about it when they came down.
Not your shiny new optic
Victor Riparbelli, co-founder of Immersive Futures talked about the core tenets of VR experiences: embodiment, presence and empathy. We’ve said before that VR can be great empathy machines - allowing you to be someone else, or simply be somewhere else. Those three principles are the things that allow VR to forge its own creative path, one that you wouldn’t be able to explore with other mediums.
"Technology has to allow users to be completely immersed, while also, being social – that’s where Google Glass failed.” - Ed Miller, co-founder of Scape Technologies
Rachel McArthur of Fashion and Mash talked about fashion and the world of VR and AR, pointing out that they were actually some of the early enthusiasts in the space. If you don’t remember Topshop’s VR experience back in 2014, maybe you’re not paying enough attention. Fashion really took an interest in technology and immersive experiences to augment the many catwalk shows they have in a yearly cycle as well as shopping. Have you even seen a Burberry catwalk lately?
The good and the bad
We also talked about barriers and opportunities.
The obvious one is that technology not quite there yet. The best graphics engines still don’t really, fully trick your brain. They are good simulations, but for most part people know they are in a simulation - even if it’s a particularly well built one, technically speaking. As a result, people are leaning on 360 video a lot as it’s available on more platforms.
But at least we’re doing analytics right. Two words: heat maps. The speakers agreed VR isn’t short of things to measure - what people look at, where in the experience, for how long. It’s not unreasonable that in a few years time we might be able to measure brand uplift if you see branded products or experiences in your VR world.
"You could, for instance, test out a new kind of product packaging in an in-store environment. VR will feed you data as you have subjects walk through the supermarket in a VR experience.” - Victor Riparbelli, co-founder of Immersive Futures
See you at the next one! Stay tuned for more.