If you’re considering adding VR to your marketing mix, here are three suggestions gleaned from our two years of working with travel companies creating VR apps:
A.) Begin With a Goal in Mind
Before you take your 360 camera out to film, first determine what the goal of your end application is. Is it to generate a new booking from an overseas visitor? Is it to upsell an additional service to an existing customer? Is it to impress travel agents or guests themselves? Once you have your goal in mind, you can better determine what content to include in your VR experience.
Your answer to the above type of questions will help inform other answers, such as:
- Should I do the app from a 1st person view? Or have a person in front of the camera as a guide? (one creates more excitement, the other is more informational)
- Do I need to include voiceover? (travel agents might like additional info via voiceover, versus existing guests who just want to see what the potential excursion is like)
- How long should the VR experience be? (if it’s for use at say a travel expo or tradeshow, you may want to keep it shorter to allow more users to experience the VR)
B.) Include Calls-To-Action
You want people to have any easy way to act upon the excitement to travel you just instilled in them. If you’re in-person handing them Gear VRs, your reps can talk with them afterwards. But if distributing globally for something like Google Cardboard, you can add a “Call” button so users of the VR experience can have your phone number auto-load to book travel. Or if for WebVR, include a link to an outside web site to allow visitors to book immediately. Take advantage of the momentum VR provides.
You can also turn your passive VR into active VR by adding Navigation Links and Hotspots. This makes for a more memorable VR experience than something like a passive YouTube 360 video. InstaVR makes it easy to add these interactions through a drag-and-drop platform.
C.) Think About Your Distribution Channels
Just creating a great VR experience isn’t enough. You also have to get it into potential visitors or travel agents’ hands. So beyond just creating a great VR experience, think about ways to get more eyeballs on your work. For instance, with WebVR, you can embed a Facebook preview that users can be taken to see the full-screen 360 experience. Or if it’s on a Gear VR headset, have those headsets visible so passing guests can inquire about them.
With InstaVR, you’re not charged per app you create. So there’s no reason to not cross-publish, particularly since publishing is all one-click. But you do want to strongly consider what venue you’re presenting your VR in when publishing for display. At a tradeshow, where there might be a lot of traffic, a mobile VR headset like Gear VR or Google Daydream may be easier to hand out versus strapping people into an HTC Vive or Oculus Rift. And if you publish a QR code, Android users can download and keep your app on their phone too.