Marketing virtual reality experiences without the headset: watching, playing and fearing Anagram's Goliath
Marketing virtual reality experiences without the headset: watching, playing and fearing Anagram's Goliath
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不戴耳机营销虚拟现实体验：观看、玩弄和害怕 Anagram 的歌利亚
DOI：
10.1080/25741136.2021.1969500
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发表时间：
2021
期刊：
影响因子：
--
通讯作者：
Freeman M
中科院分区：
文献类型：
--
作者：
Freeman M
如果身临其境的部门要从文化景观的不同角落吸引新的受众，那么就需要门户促销内容--即让那些接触身临其境技术的新手参与的营销。然而，有没有可能在不让人们戴上耳机的情况下，推广虚拟现实(VR)提供的独特乐趣？为了探索这个问题，本文概述了基于将理论概念应用于Anagram制作的2021年VR纪录片Goliath的营销活动的新方法营销VR体验的实验研究。这项活动测试了贝克达尔对VR体验的两个“时刻”的描述：(1)“宏观时刻”，即在耳机中体验自己；(2)“微时刻”，即向没有戴耳机的人展示VR，而这些人更喜欢在VR环境中观看他人，而不是自己参与其中。本文认为，如果虚拟现实呈现的是基于观看他人的虚拟现实的“微时刻”，新接触虚拟现实的观众更有可能参与到虚拟现实的宣传中。我们概述了沉浸式行业如何为VR产生营销，不仅更好地传达什么是VR体验，而且还能更好地传达受众应该做什么。
If the immersive sector is to capture new audiences from different corners of the cultural landscape, then gateway promotional content is needed – that is, marketing that engages those new to immersive technologies. Is it possible, however, to promote the unique pleasures that Virtual Reality (VR) offers without putting people in headsets? Exploring this question, this article outlines research that experiments with new ways of marketing VR experiences based on applying theoretical concepts to a marketing campaign for Goliath, a 2021 VR documentary produced by Anagram. The campaign tested out Baekdal’s characterisation of two ‘moments’ of a VR experience: (1) a ‘macro moment’, which is experiencing VR yourself in a headset; and (2) a ‘micro moment’, which is presenting VR to people without a headset and whom prefer watching others in a VR environment rather participating in it themselves. This article argues that audiences new to VR are more likely to be engaged by promotion for VR if it presents a ‘micro moment’ of VR based on watching other people. We outline ways that the immersive sector can produce marketing for VR that better communicates not just what a VR experience is, but also what its audiences are expected to do.