How to write a Virtual Reality Brief
A marketer must read before starting a VR project
I just left an inspiring TED 2016 in Vancouver. Big takeaway? VR. It was really the only technology that had any sense of buzz at the conference — 6 talks focused on it and there were numerous workshops and experiences to discover.
But the same question came up from everyone — “How do we think about VR in the context of fulfilling our brand & business needs? How do we move it beyond a fad?”
That’s hard. And not everyone is on the VR train, and that’s ok . However, as a modern brand marketer today, it’s a tactic in the tool kit to consider — particularly with big campaign planning season for Holiday upon us.
How can you start to properly think about outlining the role of a VR execution for your organization?
One way is by creating a brief. We write briefs for every type of marketing endeavor — striving to provide guidelines and expectations to create effective creative communications.
VR is new. And perhaps we should add the same rigor. But we’ve yet to really have a guideline for a Virtual Reality brief.
Now we do.
Thanks to the team at Framestore’s VR Studio.
Here you can download your own copy of the Framestore VR Brief.
A set of questions to guide you into concisely identifying the opportunity for your VR project. It’s a part of a larger tool kit they offer marketers in their workshop series.
Who is this for :
This is a brief to be created by a marketing leader in which to bring to a VR Studio for support in ideation.
Why we need it :
Having a team align early on core things like the purpose of using VR and opportunities distribution, helps everyone get to the right creative & implementation solution.
What it is:
This offers a road map for the team to ideate against, but in the case of a nascent technology like VR, it ensures the right questions are being discussed before diving into the creative process.
As you review this, an important note is around the definition of Value.
There are many ways this can be interpreted and that’s great — value will mean something different for each brand.
Value could include objectives around how an audience should think, feel or act. It could also speak to a utilitarian aspect of the experience. Perhaps a more emotional level in how the storytelling comes to life. Or maybe it is more direct in that is a core spoke in a campaign to create entertainment value around a piece of content or gaming experience. It’s for your team to spend time to define.
“Virtual reality paves the way to opening up a dialogue about how most anything is intricately produced, particularly for brands that are interested in a high level of transparency.” — Lee Applbaum, global chief marketing officer at Patrón Spirits
How to use the brief:
This is best used once your team is aligned on kicking off a VR project. Fill it out, and then tap one of your favorite VR Studios to help get to a creative solution that meets your needs.
Don’t know enough about VR ?
You’ve seen it — but you wonder, Can you really create value with VR? What are ways to begin to think about ROI? Should you think about ROI? What are the nuances to better understand?
You should consider signing your team up for —
The Framestore VR Studio Workshop
The first marketers-only work session designed to quickly raise your organization’s knowledge and skills for how they think, design, and value VR experiences.
The session provides brands with a robust tool kit in which to evaluate work, generate experiential criteria and understand the ins & outs of different hardware decisions.
Read more about the opportunities here.
Or e-mail firstname.lastname@example.org to arrange a chat.
The possibilities [with VR] are not only exciting and cutting edge, but they offer brands a chance to show customers a real and personal experience without the risk, effort, cost, or time commitment of doing it in person. Tangible experiences sell better than pictures and paper — it’s that simple. — MediaPost
About Sunday Dinner
Sunday Dinner is designed to help brand marketers & independent agencies uncover new ways to work together for today’s modern business. This is done through a process of orchestration and active briefing. Engagements often come together in the form of an agency tour, workshop or project assignment.