The 360-degree video is an incredible new platform for video content that creates a heightened and interactive experience for viewers. And that means something for anyone with an interest in experiential marketing. Through the use of 360 videos, viewers can take control of their own brand experience, entering the centre of a scene with the freedom to look around, and customize their interaction.
While it might sound futuristic, this technology is already being used by a variety of brands and companies as part of their experiential marketing technique – and it’s changing the way businesses approach interactive advertising from a digital perspective.
How Does 360 Video Work?
360 video is typically shot from a fixed, central point using a variety of recording devices that point in numerous directions.
When the video is viewed, the viewer finds themselves “within” the video, equipped with the opportunity to look around freely, and focus on anything that draws their interest. In other words, your viewer becomes the director of your advertisement.
This technique can incorporate a range of virtual reality techniques, including sending the viewer on an adventure throughout a company headquarters, while allowing them to make their own decisions about which products they learn more about, which factors they explore in greater detail, and where they go next.
Why Is 360 Video So Beneficial?
In an era when today’s consumers tend to shut off from advertising completely, 360 video marketing allows them to engage with a brand on their own terms, re-engaging the viewer, and allowing for the excitement modern consumers generally associate with new, and modern ideas.
Unlike traditional advertisements, that viewers can simply ignore, 360 videos force a level of engagement that ensures your consumers become a part of the experience, crafting memories and emotional responses that heighten the bond between brand and customer.
The Future of Experiential Marketing
In the future, some experts suggest that advertisers might explore larger applications for 360 video, such as movie experiences similar to IMAX experiences, or television sets carefully calibrated for a better 360 experience.
At this time, 360 video represents one of the most exciting, and innovative media opportunities for those in the advertising industry – and it’s backed by a range of important companies, including YouTube and Facebook – which make it easier for smaller brands to access.
As augmented reality concepts and virtual reality ideas are continuously explored, it only makes sense that 360 videos would grow in popularity, allowing for a completely unique experience of content, unlike anything we’ve been able to achieve before.
Hotcow is a non-traditional creative agency that specialises in experiential marketing that goes viral. Our campaigns generate buzz through crowd participation, PR and content sharing. Contact us on 0207 5030442, or email us on info@hotcow.co.uk.
