Does VR extend into virtual world environments? Gaming and the likes of Second Life? This is an interesting article looking at a range of industry uses of where consumers are fusing the digital and real worlds together. How brands are finding ways to promote to specific user groups in different ways in the virtual world than the real world. Hollywood, Sports, Gaming, Retail, even recruiters are finding ways to take the immersive experience and bring it to consumers in a variety of virtual experiences.
The term surreal estate comes from Ernest Cline’s 2011 science fiction novel Ready Player One which is played out in the Oasis, a virtual universe where people pay real money for virtual property, and are paid real currency for virtual activities. Brands are using virtual reality (VR) to immerse consumers into another dimension – a virtual environment where they can spend real money. The exciting thing about VR is it produces a change in state – you feel different when you take the headset off. “We’re so anaesthetised to marketing, that to produce a change in state is very exciting,” says Jonathon Palmer, head of strategy at digital agency Omobono.