What Technology Makes Sense for Your Brand?
With emerging technologies likeas virtual reality (VR) (virtual reality; an artificial environment that is created with software and presented to the user in such a way that the user suspends belief and accepts it as a real environment. and augmented reality becoming more ingrained in our everyday lives, (augmented reality; a technology that superimposes a computer-generated image on a user’s view of the real world, thus providing a composite view. iIt’s easy for brands to get caught up in keeping up.
The two questions brands and agencies should keep in mind with newly emerging technologies and platforms are, “Ddoes this new medium relate to my brand?” and “Can this new technology or platform tell a story with the messaging we want to conveyconvey the story we’re trying to tell?”
A great example of a brand that has answered these two questions and launched a meaningful VR campaign is Excedrin. In this campaign they wanted to serve as a voice — a treatment for chronic migraine sufferers.
“In speaking to consumers about migraines and headaches, something that always seems to come up is that folks feel very misunderstood; they feel very alone,” said Scott Yacovino, senior brand manager at Excedrin. “With this technology, we can cater to the emotional side in a way [Excedrin], and quite frankly any brand, has never been able to do before.”
Through the use of VR, Excedrin showcased how an everyday person — in this case, pastry chef Sara — is impacted by a migraine in the middle of a workday. With the use of a VR headset, the audience was able to see the environment through Sara’s eyes, and as a migraine set in, experience flashes of light, blurred vision, and lack of hearing. This allowed audiences to realize the severity of migraines and aid them in making the right product purchase.
Excedrin found a technology that resonates with their audience and conveys the importance of finding the right medicine for those who suffer from migraines to take.
Read more on the campaign here .
