Submitted by: Jess Taylor 19/12/2016
The New York Times (NYT) magazine readers were treated to a ‘multi-media journey’ that included text, photographs and a virtual reality (VR) film delivered via a dedicated app. The launch attracted reviews from news outlets around the globe, with media observers asking if VR could be the saviour of journalism.
The magazines initiative has been the most attention grabbing and successful to date; NYT VR became the most successful app launch ever with the paper’s VR app downloaded more than 600,000 times.
See below to read the full article and find top tips for creating a stunning virtual reality film...
A publishing revolution
VR has the ability to immerse consumers even deeper within the experience. The ultimate aim of VR producers is to create greater synergy between offline and online and to make viewers feel ‘presence’, so the content feels so real that they believe they’re experiencing it first-hand.
The 360 degrees’ brand experience
New York Times delivered more than one million Google cardboard VR headsets to print subscribers
In addition to their content; adverts from brands such as General Electric, Mini, Lufthansa, Hilton and TAG Heuer were specially created using the latest VR technology. For example, Mini USA commissioned two short VR films called Backwater (a heist film) and Real Memories (an adventure
story), both featuring the Mini car.
A Global Hit
A recent survey of 1,300 adults undertaken by Greenlight VR sheds some insight on why brands are so keen to jump in. The vast majority of respondents (71%) said they felt that the use of VR made brands seem ‘forward thinking and modern’, with 53% of respondents stating they would be more likely to purchase goods and services from a brand that uses VR over one that doesn’t.
Julian Reichelt, editor in chief from Bild, commented “Following on from our 360 degree videos,
this totally immersive three-dimensional virtual reality report is the next step into the future of journalistic storytelling.”
Banging the drum
While these long-standing titles may be delivering richer, more immersive content in a digital format, the key thing to remember is that the journey always begins in print. Stephen Lepitak, editor in chief at the magazine title the drum explains “VR allows the reader to take more
time to enjoy a printed feature and it has the potential to offer them the chance to experience what they are reading about,”
A vision of the future
Virtual reality has the ability to create a 360 degree fully immersive experience helping to create a more powerful and longstanding memory. This power is why the medium is so appealing to publishers and advertisers. It’s also why you can expect to see more publications and brand owners experimenting with VR technology in the very near future.