Hasta La Creative!

Creating more immersive experiences has been the goal of storytellers since humans first gathered around the campfire and added a lion’s roar to their tale of the hunt. The stunt-loving film director William Castle electrified seats in the ’50s for “The Tingler” to literally add extra shock value! John Waters infamously included “Odorama” scratch and sniff cards for screenings of his 1981 cult classic, “Polyester.” More recently, 4D theaters have been offering wind, water, smells, jostles and even pokes in the back to make sure we are transported beyond the humdrum.

Not to be left behind, brand storytellers are joining this “experience rush” by testing relatively new media platforms like virtual reality. Recognizing this trend, Zoo, the creative think tank at Google, initiated an anthropological study on VR 180-degree and 360-degree video. Zoo is now working with brands to capitalize on its findings. To understand what all this means for CMOs, I interviewed Abigail Posner, head of strategic planning at Zoo. A student of anthropology herself, Posner’s insights reveal a world of opportunity, especially if marketers are prepared to approach these channels with open minds.

What were some of the key findings from the study?

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