MediaPost, the largest and most influential media, marketing and advertising site on the net, featured Bluetext’s work with cybersecurity client Varonis to create a virtual reality marketing campaign for EMC World 2016. Our Partner and Chief Creative Officer Jason Siegel shared the ways that virtual reality can advance B2B marketing goals, engage new customers and help clients stand out from the crowd. Here is an excerpt from the article:
Let’s talk B-to-B.
But not boring! Virtual reality is working out in surprisingly interesting ways for Bluetext, a digital marketing firm based in Washington, D.C. Although its business has lots of of well-known clients with more conventional campaigns, Bluetext is creating a niche for itself producing 360-degree videos for some customers.
Varonis Systems, supplier of a software platform that lets companies structure their data and detect leaks in the organization, has a complicated business supplying security for IT systems.
VR, it turns out, does a good job of providing complex information. And because of the VR aspect, at least at this early stage of the game, B-to-B 360-degree videos can get gawking attention from client-customers.
So Bluetext created an intricate multilayer 360-degree video, which the company provides to would-be clients. The Varonis “digital briefcase session” lets viewers veer off on these virtual tours. A company’s chief tech officer can go off in that direction, while the HR exec aims his goggles in another direction. (You can imagine the conference room scene.)
This is probably the least important part, but I love it. Varonis took its VR exhibit to the crowded, noisy EMC World show floor in Las Vegas, and at that crucial tech show, it captured a very distractible bunch of floorwalkers by handing out headsets — branded with the corporate logo. Then they hustled them into the booth to watch the briefing.
Varonis increased its traffic six fold with all those customers watching video. (Varonis also offers a VR app at Google and Apple stores.)
“If you think of those shows like those fighting for attention with their noisy 10 by 10 booths, you can see the advantage of just giving them a Cardboard and letting them watch,” says Bluetext founder Jason Siegel…
Siegel points out, excitedly, “There is research that shows sales increase the more senses are involved,” and spherical video has at least three–hearing, seeing and feeling. That’s one more than everybody else.
Here’s the full article.