Virtual Reality A Reality At SXSW 2015

Another year, another SXSW Interactive is in the books. Each year I look to get inspired, reconnect with publishers and 3rd party partners and look for new or incremental innovation that can add value for my clients. This year, one of the areas that caught my attention was the advancement of 3rd party integration and applications tied to virtual reality experiences.

In 2014, one SXSW exhibit in particular received a lot of attention for creating an immersive Virtual Reality Game of Thrones experience courtesy of Oculus Rift. 2015 did have it’s share of branded experiences tied to Oculus, see Samsung below, but a majority of 3rd parties were focused on showcasing how they create value through integrating VR and mobile devices as they prepare to go to market.

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Samsung – I had the opportunity to experience the Samsung Gear VR headset while at SXSW. The Samsung Gear VR is powered by an Oculus Rift headset that integrates with the Galaxy Note 4. The approach of serving as an extension of an existing device that can scale through various media and applications is the right approach to allow optimal personalization of experiences through devices and media entities that consumers already consume.

The #GalaxyLife VR exhibit was a rich experience that I definitely enjoyed.  My tour featured a Mountain Dew branded snowboarding adventure. There are pros and cons to the experience as it was immersive, although the audio was a bit lacking. If you have not tried the core Oculus Rift experience and this was your first foray into VR it is an impressive experience and for the average consumer, consuming media, be it VR cinema, gaming or 360 degree experiences can all be achieved through the Samsung Gear headset.

This type of VR experience is ideal for branded integrations as the experiences are tied to the mobile device and with the right SDK, it is possible to extend immersive content experiences through the Samsung Gear VR.

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Google – One of the more unique takes on a similar premise to the Samsung Gear VR came from Google. Google Cardboard is a simple, inexpensive way to enjoy VR based experiences through either Android or iPhone devices. When the Google team handed me the device, it was about the size of an iPad Mini. After a few minutes of folding I had an instant VR viewer that I could view media from VRSE or other Google Cardboard supported applications.

As with most things Google, there are Android and Unity SDK’s available to easily integrate Cardboard into existing VR applications to ensure that it is supported. The experience is surprising rich and the fact that it is inexpensive and also supports iPhone VR applications is a plus. Google Cardboard is a great tool to introduce younger audiences to enhanced VR experiences. It definitely passed the test with my crew of 12, 10 and 7 years of age. And with the simple design, I am not concerned about how they would handle the device.

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Intel and 3rd Parties – The SXSW Gaming Pavilion featured multiple extensions of the Oculus hardware with various groups working to create new integrations that could bridge the gap between traditional gaming and VR. Intel and CybertronPC showcased one of CybertronPC’s gaming rigs that supported an Oculus experience. This experience drew quite a crowd as onlookers wanted to catch a glimpse of PC gaming + Oculus.

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Another 3rd party that caught my attention was Sixense’s STEM System. This was a Full-Body Presence VR system vs. just an Oculus Visual experience. The system provides motion controls, haptic feedback and additional spatial awareness in the VR experience to create a full body controlled experience in game. The demo featured a light saber duel, think Microsoft Kinect in terms of open space, body controlled motion but with a fully immersive Oculus Rift visual experience.

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We are inching closer to mass consumer availability and I have been impressed how much has been developed within a single year. I still have my doubts as to whether or not Facebook’s Oculus Rift based experiences as they exist today will appeal to the mainstream consumer. We are still at the nascent stage of the technology and I do believe that augmented, virtual reality and digital overlays will become a part of our lives as some point in the next 10 years it just may not be a bulky headset, it may be something as simple as a bionic contact lens.

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I definitely enjoyed playing with the new hardware and look forward to what the future may bring at SXSW 2016.

Follow Tom Edwards @BlackFin360

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SXSW 2015 – What Will Advertising Look Like in the Year 2020

Now through September 5th, 2014 is the time to vote on panels & presentations for SXSW Interactive 2015. I have submitted a presentation for consideration and would greatly appreciate your support.

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My proposed topic is What Will Advertising Look Like in the Year 2020. This is an in-depth extension of my previously published iMedia article of the same name. Here is a brief outline of the proposed presentation. I will also roll out the new consumer engagement platform called #DatabaseOfYou during this presentation.

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Presentation Description

Where should marketers and brands place bets over the next five years? What is hype over substance? Taking all of this into consideration, I interviewed my strategy teams in Los Angeles, New York, and Dallas to map the state of digital marketing in the year 2020. We had fun with discussions of drones, crypto currency, the internet of people, and more. While the team agreed fundamentally about certain platforms making an impact, there were pros and cons to impact and feasibility. The following panel is the consolidated and highly visual vision of the future of advertisting in the year 2020. This presentation will take a look back at transformational media moments that give clues to the future state of advertising. We will then look at the role of integrated mobile, converged media, connected life and the digital ecosystem of the future. Presentation Cameos by Drones, Terminators, the Jetson’s, Marty McFly, Grumpy Cat and more!!!

Questions to be Answered

The presentation will focus on the three predicted core pillars of advertising in 2020 (Content, Data, Channels). The pillars will fuel the discussion and points of connection between where technology is going and how to stay relevant with a information overloaded consumer.

1) How can media of the past predict the future state of advertising?

2) What role will mobile + wearables play in 2020?

3) How can media fragmentation and personalization unlock new opportunities for converged media?

4) What role will the internet of things and connected life play in predictive advertising?

5) Who will be left standing as major players digital ecosystem players in the year 2020?

Here is a preview of some of the initial visuals tied to the presentation.

 

I would greatly appreciate your support with a vote. You can vote here. In order to vote you must create an account at http://panelpicker.sxsw.com

Then you can simply search for Tom Edwards and give it a thumbs up to submit your vote.

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Thank you in advance for your support! It is much appreciated.

Follow Tom Edwards @Blackfin360

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SXSW 2014: Grumpy Cat & Thismoment

Yet another SXSW has come and gone. From meeting Grumpy Cat to key meetings with Facebook, Twitter, Tumblr, etc… The days in Austin are fast paced and full of inspiration, innovation and solidifying partnerships.

Grumpy Cat #HolyShrimp

Reviewing pre-release technology is another benefit of SXSW and I had the opportunity to review key updates to the Mass Relevance platform as well as a preview of Thismoment’s Content Cloud solution.

As part of the process I was also interviewed by the Thismoment team discussing content distribution and my initial reactions to their Content Cloud solution.

Here is the video:

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Definitely looking forward to another return to Austin in 2015.

Follow Tom @BlackFin360

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