Virtual reality: Brands need to put their balls on the line

Sarah Homewood
By Sarah Homewood | 3 November 2014

Facebook, Google and Samsung are banking on virtual reality going mainstream, but to do so it needs good content and more buy in from brands.So far brands are reluctant to be first.

Co-founder and director of Rapid VR, Dave Klaiber, is urging brands to jump in and stop playing the race to be second in adopting the technology.

Rapid VR is the virtual reality arm of Sydney based production company, Rapid Films and Klaiber told AdNews that the use of the technology is possible for almost any brand from real estate to travel.

“The applications are really endless and from a client point of view that’s really exciting, especially for clients that are game enough to put their balls on the line have a crack,” Klaiber said.

Klaiber highlighted that while Rapid VR is having conversations with brands, there is hesitance about being first to market.

“The interesting thing that we're finding is we've got some really great people that we're working with but there are so many people that are sitting on the edge, it's the classic Australian way that everyone wants to be first to be second,” he said.

“It's pioneering – if you want your brand to be a pioneer this is how you need your brand to do it.”

In September this year Samsung CMO Arno Lenior flagged that virtual reality is going to be “the new apps” as the technology company announced the roll out its reality headset gear to the Australian market.

Klaiber agrees adding that virtual reality isn't limited to immersive virtual reality headsets - it can also be used on tablets and smartphones with interactive videos that the viewer can move and shift to see different perspectives.

“It's more accessible than people understand,” he said.

“The biggest thing is teaching consumers and tech people, and even tech people don't realise you can watch it on your phone, you get tech people in here going “oh shit” you can watch it on your phone and your tablet. It's that accessible.”

The more brands that start to experiment with the technology like augmented and virtual reality, the more the technology grow and grow, he reckons.

“When people experience the technology there's one word that always comes out and it's a swear work. Fuck. That's the one word that always comes out because VR is incredible and it's unexpected, You get a rush, and that's why it's immersive.”

Have a play with VR for yourself - go snowboarding with Olympic Gold Medallist Torah Bright below.

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