Swiss International Airlines has collaborated with media agency Mindshare and immersive interactive technology group Coffee Labs to create an augmented reality (AR) and 360- degree video ad campaign that gives audiences a preview of Swiss International’s inflight experience.

The mobile WebAR ad unit does not require audiences to download an app, and immediately plants a boarding door and flight attendant in the background of the users camera. Viewers can choose to board the flight, look around the Swiss Business cabin, and select information on amenities such as inflight catering and entertainment.

The ad campaign was created on the Google Marketing Platform and uses WebAR platform 8th Wall’s technology to implement the 360-degree video and AR experience. The WebAR platform also allows the developers to easily customize or edit the ad campaign, and optimize audience targeting. This technique resulted in increased brand safety and a higher amount of relevant content directed to audiences.

“We believe in making content that is meant to be experienced, not just consumed. Swiss International Air Lines is dedicated to bringing the highest level of product to their customers, just as they do in the skies, and really empowered our team to push the limits of what is possible for immersive technology in a mobile ad unit in this campaign,” said Al Silvestri, Coffee Labs partner & CMO. 

Mindshare associate director of Invention+ Zachary Freeman, “In a crowded digital landscape, it will never be enough for brands to just use new technology for technology’s sake. But this program uses web-based augmented reality and 360-degree video in a way that creates a true experience for consumers–not just something to be viewed, but remembered.”

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The 360° video ad enables audiences to join Tom Cruise as he performs stunts. Viewers are placed next to Cruise as he pilots a helicopter and provides commentary on the experience alongside the film’s director, Christopher McQuarrie. The ad targets movie audiences across ‘relevant media sites’ in the form of display banner ad units that click to a full 360° video experience, as well as 360° pre-roll units.

“We continue to see top-tier film studios use 360° VR in their marketing efforts to help bring their story alive,” said Brad Phaisan, CEO of OmniVirt. “For the Mission: Impossible campaign, bringing viewers behind the scenes to see how stunts are performed using 360° video makes for a visceral, exciting experience. We’re thrilled to work with Paramount Pictures as it positions itself as an innovative leader in this kind of storytelling.” 

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The ad campaign will be distributed across relevant media sites, targeting Broadway audiences, and uses OmniVirts proprietary 360° video ad technology to place viewers right on stage with Aladdin and Genie during one of the shows premiere musical numbers, “Friend Like Me”.

In addition to being able to view the musical number, the 360° video provides audiences with a digital text overlay sharing interesting facts from the show and its production.

“Disneys 360° experience is among the most smartly produced 360° content weve seen in the market,” said Brad Phaisan, CEO of OmniVirt. “It takes full advantage of the content format and adds in digital flourishes that render for a magical experience.”

The ad will run in click-to-expand display banner ads as well as pre-roll video units. The video was produced by Koncept VR, with OmniVirt powering the distribution of the ad units. The video has also been embedded on the website for the musical using OmniVirts own VR player.

This isnt the first time Disney has worked with OmniVirt and used 360° video to promote a Broadway show. The two companies previously partnered to embed 360° video on the website for The Lion King, virtually transporting viewers into the show.

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‘The Professor Presents: #GotHandles’ ad campaign, which tapped Immersv’s mobile 360 and VR marketing platform, drove 63 per cent video completion rates and 22 per cent post-video click-through rates (CTR) – way above the average CTR for mobile video ad campaigns of just one per cent.

“The #GotHandles Mountain Dew video was an innovative campaign that required an innovative approach to distribution, and Immersv was the right partner to help us get it in front of the right audiences,” said Dario Raciti, director of zero code at OMD. “Results, from engagement and completion rates to gaze-through rates for the call-to-action, showed consumers loved Mountain Dew’s VR content and Immersv was the right partner to help us promote it.”

The #GotHandles VR experience pits users up against Grayson Boucher, a street basketball player known as ‘The Professor’ for the skills he displays on the court. It challenges users to see how many of The Professor’s moves they can complete.

The experience’s accompanying 360° ad was run across Immersv’s network of mobile 360 and VR app publishers. The ad ends by directing users to where they can download the experience and begin playing themselves.

“We commend Mountain Dew and OMD for recognizing the tremendous opportunity for brands to engage with consumers through VR,” said Mihir Shah, CEO of Immersv. “The exceptional results from the #GotHandles campaign demonstrates the power of mobile 360 videos and VR experiences, while proving that digital advertising is shifting away from traditional pre-roll videos to more interactive and immersive advertising experiences.”

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With heatmaps, creators will be able to see what parts of videos catch people’s attentions and how long they look at that part of the video. The feature is available to videos with over 1,000 views.

According to early research from YouTube, people spend 75 per cent of their time within the front 90° of a video. However, the most popular VR videos saw almost 20 per cent of views being behind the user, due to the overall higher engagement of the scenes. Furthermore, YouTube found that those using Google Cardboard tend to take a few seconds to get situated, so it’s important to wait a few seconds before jumping into the action.

In addition to heatmaps, YouTube is launching its first VR intensive program at YouTube Space LA. The VR Creator Lab, which enables creators to hone their VR skills, is currently accepting applications.

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The campaign, which is aimed at increasing the number of people choosing Renault for their company cars, sees boundaries placed around offices in the UK. Professionals in, and near, these offices are served Renault media experiences including ‘dynamic distance creative media units, standard video and 360 video’.

“Location targeting is increasingly becoming a strategic priority in our communication plans,” said Tom Hobbs, digital marketing manager at Renault. “Therefore, we were delighted to partner with MGOMD and xAd to accurately target the notoriously hard to reach professional audience of business consumers with an engaging 360 video experience that showcases the product in an innovative and exciting way, to drive real engagement and ultimately increase consideration.”

Renault’s campaign utilises xAD’s Blueprints technology to establish boundaries round offices, while also using the marketing company’s Geoblocks technology – which ‘uncovers the affinity between one type of location to another’.

“Choosing a car is not an overnight decision, so for manufacturers, having the insight as to whether prospective customers are in the market to consider their models is extremely valuable,” said Theo Theodorou, GM EMEA at xAD. “Previously brands were mainly limited to using niche professional media, but with location technology they are able to target business audiences in consumer environments and beyond, with relevant local experiences.”

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The game, designed by Goodboy Digital, takes fans through a turbulent time vortex with various hazards and obstacles – from the past and the future – that must be navigated.

To access the game, fans visit bbc.in/dw360 on their smartphone or tablet and are able to fly the famous police box time machine by moving their mobile device in 360°.

“The beauty of this game is that you can use your mobile phone to fly the Tardis wherever you are,” said Jo Pearce, creative director of digital drama at the BBC. “Digital innovation is at the very heart of Doctor Who – this 360° game allows people to navigate the Tardis through time and space like never before.

“We’ve seen a lot of innovation recently in the 360 and virtual reality space, but the majority has focused on ‘experiential’ video-based experiences. This game, however, brings together the worlds of casual, arcade-style gaming and 360/VR to create a fun Doctor Who experience that people can easily pick up and play, wherever they are.”

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The pairing means 360° video and VR creators within Blend Media’s network will have opportunities to work directly with Facebook’s 360° team. These opportunities will include training and creator events, access to test 360° technology and early use of Facebook 360° products.

“We’re excited to be working with the Facebook team on this partnership, which I believe demonstrates a joint commitment to nurturing a global community of premium 360° content creators,” said Damian Collier, founder and CEO of Blend Media.

The first event that Facebook and Blend Media will work together on will the 12^th Annual Conference of the International VR Photography Association (IVRPA), where they will jointly sponsor, in Vienna, Austria next month. In addition, the pair will be hosting a 360° creator meet-up in London in June.

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The pair built an art installation with over 43,000 balloons representing bubbles and used drones to create ‘an immersive journey’. A journey which enables the consumer to see how far a drop of Fairy liquid goes in 360°.

“Fairy has been in kitchens across the UK since the 1950s so it’s only fitting that we take our powerful grease cutting bubbles out of the kitchen and to a larger stage for everyone to have fun with. Really bringing to life just how many bubbles one drop of Fairy can create,” said Victor Leal Negre, global brand director for P&G’s Dish division. “We hope consumers enjoy ‘playing’ and exploring the bubbles installation online via 360 technology, while seeing the big impact a single drop of Fairy can make.”

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Earlier this month

Starting 3 April – the day when the NCAA College Basketball Tournament comes to an end – fans will be able to join Pizza Hut’s All-American, Jason Zone Fisher, and take part in the Pizza Hut Pie Tops Hunt to find the hidden shoes in the location of the Final Four weekend, the University of Phoenix Stadium.

Yesterday, Fisher gave fans the chance to win a pair of Pie Tops on Instagram and Twitter to celebrate the Final Four match-ups.  

“We had a feeling that people would get excited about getting their pizza at a press of a button, and we were blown away by the response the Pie Tops created,” said David Daniels, VP of media & advertising at Pizza Hut. “Final Four weekend is the perfect time to give fans a chance to take their digital ordering experience to the next level – whether theyre watching the games at home or are lucky enough to be there in-person.”

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