VR Video Marketing: 7 For All Mankind, SS15
Leveraging the emergent trend of using virtual reality (VR) technology to enhance customer experiences (see also Chevrolet’s VR-powered Test Drive and VR-Powered Audi Showroom Experience), US-based premium denim brand 7 For All Mankind has teamed up with American virtual reality cinematic company Jaunt to create an immersive campaign video titled ‘Visions of California’ to promote its spring 2015 collection.
The minute long film, which capitalises on Jaunt’s proprietary 3D sound-field microphones and 360-degree stereoscopic video technology – technology that adds depth to visuals and sounds to create a more realistic experience - is displayed using in-store VR headsets to give wearer the sensation of being physically present in the video.
While the VR video experience is currently being hosted at 7 For All Mankind boutiques in Santa Monica, San Diego, Aventura, San Francisco, and New York, those unable to visit physical locations do have an alternative; the US edition of Elle magazine (which collaborated with Jaunt in 2014 on what was billed as the first-ever fashion shoot in VR) is extending the reach of the campaign by mailing assemble-yourself cardboard VR viewers to up to 5,000 subscribers.
The easy -to-piece-together cardboard viewing kits, made by American accessories brand DoDoCase, create a VR viewing apparatus when coupled with a smartphone and app. Once a user slots their phone into the cardboard viewer and downloads the dedicated app, it uses the phone’s screen and inbuilt technology to display the campaign video orientated to their line of sight – creating the illusion of a 3D experience at home.
Jaunt’s technology was also used by US fashion label Rebecca Minkoff in February 2015 for an immersive catwalk event. For full details see A/W 15-16 Shows: Social Media & Tech.
For a wider look at how retailers are using VR, see Virtual Immersive Commerce in our Post-Digital Macro Trend and Future Innovations (the V-Commerce section), Retail in Virtual Gaming, Virtual Stores & Media Facades in our Anywhere Retailing Industry Trend, Nike Patents VR Customisation Tool and SXSWi 2015: Soft Tech.