Hoe Google Cardboard virtual reality omtovert tot een laagdrempelig marketingmiddel
Toeren in het Scandinavische landschap met de nieuwe Volvo XC-90, alvast je vakantiebestemming bekijken in Hawaii of toch simpelweg even genieten van de nieuwste modetrends in Londen tijdens de fashionweek. Het kan, en dat allemaal binnen 20 minuten.
Virtual reality was altijd besteed aan degene met de grootste portemonnee, zelfs de recent gelanceerde Oculus Rift kost al gauw rond de 350 dollar. En dan zijn de scholingskosten nog niet inbegrepen voor het leren van de programmeertaal die nodig is om überhaupt gebruik te kunnen maken van de Oculus. Al met al heeft Virtual Reality de stap naar de consument, merken en commerciële sector nog niet gemaakt. Toch?
Dit artikel verscheen eerder op de blog van Netvlies.
Wat is Google Cardboard nu eigenlijk?
Google betrad de virtualrealitysector met hun spotgoedkope (ongeveer 15 dollar) virtualrealityheadset medio 2014, en jawel, eentje van karton. Google Cardboard functioneert simpelweg als een kartonnen houder voor je smartphone. Je smartphone zorgt via een app en de ingebouwde gyroscoop voor de VR-ervaring. De aankondiging van een kartonnen VR-headset zorgde ervoor dat de introductie van Google Cardboard werd ontvangen door tech critici als een gimmick en een grap. En ja, daar was ik het mee eens.
Toch heeft Google laten zien dat ze wel degelijk serieus zijn over hun eigen kartonnen VR-headset. Net voor het begin van 2015 hebben ze een grote update vrijgegeven omtrent de spotgoedkope Google Cardboard, waardoor het grote publiek eindelijk toegang krijgt tot deze unieke techniek. Niet alleen Google laat zijn enthousiasme zien.
De VR-headset wordt hartelijk ontvangen door bedrijven, universiteiten, consumenten, waardoor sinds de lancering medio 2014, al meer dan 500.000 Cardboards zijn verzonden. Zelfs ik moet toegeven dat ik er een klein beetje verliefd op ben geworden, enerzijds omdat mijn grotendeels negatieve verwachtingen totaal omver werden geblazen en anderzijds omdat het in zijn kern zo ontzettend simpel is.
Huidige digitale ervaringen, zoals bijvoorbeeld een YouTube-video, bevinden zich altijd in een beperkt kader, namelijk de randen van je scherm. Hierdoor is er een duidelijke scheiding tussen wat realiteit is en wat niet. Google Cardboard laat deze randen en grenzen verdwijnen en zorgt via een heel simpel principe voor een hoog niveau van immersie en een realistische ervaring. Deze unieke ervaring is vooral goed te zien aan de gebruiker.
Wat gaat Google Cardboard betekenen voor de marketingtoekomst?
Beleving wordt steeds belangrijker voor winkels, musea, reisbureaus, etcetera om klanten De kans is groot dat de productbeleving hierin een belangrijke rol heeft. Google Cardboard stelt nu eindelijk merken in staat om hun unieke beleving nog beter, en ook nog fully branded, te communiceren.
Nu al wordt Google Cardboard door grote bedrijven zoals Virgin en Volvo ingezet als nieuw marketingmiddel. Volvo maakte als een van de eerste grote bedrijven gebruik van Google Cardboard voor de lancering van hun nieuwe bolide, de XC-90. De simpele Volvo Cardboard was gratis te verkrijgen en het stelde de gebruiker in staat via de Volvo Reality app door het scandinavische landschap te toeren met de XC-90 en dat allemaal vanaf je eigen bank of sofa. De realistische ervaring van het rijden in een nieuwe Volvo XC-90 an sich is al redelijk indrukwekkend, maar de wow factor wordt pas echt groot als je ook nog rijdt door het Scandinavische landschap. Niet alleen Volvo heeft al aangekondigd grote interesse te hebben in de Virtual Reality techniek.
Ook Virgin heeft, na Thomas Cook, aangekondigd in alle Amerikaanse Virgin Stores Google Cardboard te gaan gebruiken. Door simpel in een Virgin Store de Cardboard op je neus te plaatsen is het mogelijk om alvast je favoriete attractie in Disney Land te ervaren of de Riviera Maya in Mexico te bezoeken. En nee, dat betekent niet dat je er van een afstand naar kijkt. Dat betekent dat je letterlijk in het midden staat van de Riviera Maya of in het voorste karretje zit van je favoriete Disney Land attractie.
Waarom is Google Cardboard interessant voor marketeers?
Topshop heeft Virtual Reality in 2014 gebruikt als middel om klanten een kijk te geven in de wereld van mode en hun Topshop Unique Show tijdens de Fashionweek in London. Via een Virtual Reality bril was het voor een aantal geluksvogels mogelijk om live de modeshow van de Topshop Unique Show bij te wonen, zonder er daadwerkelijk zelf te zijn. Het werd onthaalt als een waar spektakel en zorgde, buiten veel bekijks om, voor een grote boost in sales en maakte het merk wereldwijd een stuk bekender.
De mogelijkheden voor het inzetten van Google Cardboard zijn groot, bijna eindeloos. Van een virtuele tour door een museum tot een virtuele testrit in een Ferrari, bijna alles is mogelijk. Toch zal het nog even duren voordat Google Cardboard echt zijn intrede zal gaan maken in de marketingsector. Dat komt niet zozeer door het kleine scala aan apps, maar juist doordat Google Cardboard nog in de kinderschoenen staat.
Sinds de grote update is Google hard op weg om de virtualrealitytechniek bekender te maken aan het publiek en tot nu toe gaat dat boven verwachting met meer dan 500.000 verzonden Cardboards. Toch is het als merk ontzettend interessant om te kijken hoe Google Cardboard je product- en merkbeleving kan verbeteren en vooral kan verrijken, want een ding is zeker: een verrijkte en unieke productbeleving is het absoluut.
De bovenstaande voorbeelden tonen al hoe Cardboard kan worden gebruikt om huidige schaal en technologische beperkingen van Virtual Reality te omzeilen en als een van de eerste merken een echte realistische en unieke product- en merkervaring naar de consument te brengen.
Mijn persoonlijke tip
De gedachte achter Google Cardboard zou eigenlijk de gedachte van ieder merk en iedere marketeer voor het toepassen van technologie moeten zijn. Om enerzijds te kijken hoe technologie in de toekomst een productbeleving kan verbeteren en anderzijds om te kijken hoe dat nu al kan. Hiervoor zijn geen grote marketingbudgetten of knappe techneuten voor nodig. Ga simpelweg aan de slag met Cardboard en rirtual reality en kijk hoe het nu al kan helpen om de product- en merkbeleving te verrijken.
Het principe erachter is uiteindelijk nog belangrijker dan het daadwerkelijke product.
Maar hoe nu verder?
Nu onder andere Volvo en Virgin virtual reality al gebruiken voor het verbeteren van hun productbeleving, maar Google Glass stiekem is geflopt. Vraag ik mij persoonlijk af door wie het echte potentieel van virtual reality wordt benut om de wereld van VR te openen voor het grote publiek en een echte nieuwe productervaring neer te zetten. Uiteindelijk is dit puur een kwestie van tijd.
Ikzelf ben een beetje verliefd geworden op de kleine kartonnen bril. Niet om het feit dat hij mooi is ontworpen, of goed in elkaar steekt. Maar vooral om het feit dat het eindelijk zorgt voor een totaal nieuw scala aan mogelijkheden. Of dit nu precies door Google Cardboard, Microsoft HoloLens of de Oculus Rift komt, maakt niet zozeer uit.
Het belangrijkste is dat de wereld van virtual reality sneller sciencefact wordt, dan sciencefiction en eindelijk open wordt gesteld voor het grote publiek. Sneller dan we allemaal denken.
Ik help bedrijven digitaal te groeien, relevant te worden en blijven voor hun klanten, bewezen innovatief te denken door middel van design thinking en het stellen en bereiken van customer-centric KPI's. Door mijn team, collega's, klanten en mijzelf uit te dagen om klantgericht na te denken en te werken, hoop ik de digitale wereld een stukje minder complex te maken en een stukje meer waardevol.
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