360 VIDEO DRIVES ENGAGEMENT AND SHARING OF BRAND CONTENT
2016 has been a breakout year for Virtual Reality as a content marketing medium. Demand for headsets and mobile applications is expected to outstrip demand with the VR industry expected to break the $1bn barrier for the first time, according to Deloitte.
Brands across all industries are adopting virtual reality and 360 video to immerse people in their stories and increase engagement. Below is a summary of the latest insights and Case Studies on 360 video and virtual reality.
COLUMBIA SPORTSWEAR: 360 VIDEO GENERATES HIGHER ENGAGEMENT AND SHARING
Google recently published research into 360 video versus traditional video advertising in a project with Columbia Sportswear. The project involved running two advertising campaigns, one shot in 360 video and the other in traditional video.
Both videos received equal levels of views, however the 360 video outperformed on all other measures!
- Click through rate – 360 out performed
- Interaction rate – 360 out performed
- Share rate – 360 drove 41% more shares, subscribes & views of other videos
- Total views of full length – 360 had 46% higher views
- Social Reach – the 360 video received traffic from much wide sources (iOS messenger & WhatsApp)
Conclusion: 360 video has far higher engagement & sharing
View the Columbia Sportswear 360 video ‘Passing the Torch’
SCHOOL OF ROCK: 360 VIDEO DRIVES 160% INCREASE IN TICKETING WEBSITE TRAFFIC
To increase awareness and generate ticket sales for Andrew Lloyd Webbers new musical, School of Rock, a 360 video was created to give fans a taste of the shows live performance.
Results from the 360 video:
- 1M views in three days
- 550% spike in shows website traffic the week the 360 video launched
- 160% spike in shows ticketing website traffic
GAME OF THRONES 360 VIDEO TAKES FACEBOOK BY STORM!
As part of the promotion for series 6 of Game of Thrones, HBO shared a 360 video of the show’s opening sequence on Facebook.
The 360 video gave fans the chance to explore the detail of Westeros in the opening sequence like never before.
The results were huge generating 5.3 million views over a 24-hour period showing just how popular 360 video can be for brands on Facebook.
Watch the Game of Thrones 360 video here;