3D Networking Building Momentum in the Metaverse

3D Networking Building Momentum in the Metaverse

Originally published on awe.com

As I head toward the orange glow of the distant bonfire, I’m struck by the beauty of the twilight blue sky filled with millions of stars and the white capped mountains outlined against the deep purple hues of the setting sun. Hiking through the rugged and mountainous terrain that lays out before me, I’m joined by fellow explorers, eager to spend this evening by the warm fire discussing the future of human connection and communication. It’s a diverse group from all over the globe and we have arrived at this time and place to enjoy a moment of heart-to-heart connection and collaboration. What makes this night unique is that no airline tickets were required to reach this remote location, no hiking gear, and no firewood. We have gathered in the metaverse from the comfort and safety of our own homes.

A New Category Emerges: B2B Immersive Social Networks

Just 15 short years ago this type of meeting would have not been possible.  Advances in computers and networking technologies have enabled us to create immersive worlds where we can embody avatars, interact with others and explore 3D landscapes of all shapes and sizes. Historically these types of experiences were primary reserved for enthusiast gamers and hardcore techies, however more and more people are flocking to digitally mediated communications. The barriers to entry such as high-quality hardware and advanced levels of expertise have all but vanished as companies are building communication and collaboration technologies that can be accessed by practically everyone.

As businesses were forced to find new ways of working over the last year, much of the workforce has made the move to working online. This has brought an increased interest in finding platforms that can better mimic physical and in-person interactions. Virtual business events and the platforms that support them have exploded over this past year with varying levels of success. Remote workers have become accustomed to on-demand content available 24/7 and flexible hours that allow for productivity at home. New groups of immersive technology users are emerging, business leaders and professionals hungry to find their tribe, connect and collaborate in the metaverse.

My avatar making its way to the virtual fireside chat in the 3D business platform, Breakroom.

Metaverse: No headset required

During our inspirational virtual fireside chatPhilip Rosedale, the creator of Second Life and High Fidelity, and others attempted to define the term ‘metaverse’. As Rosedale outlined, in the simplest terms the metaverse is “the digital space between us”, a canvas that is accessible to all.  Others would add that it needs to be a persistent or ‘always-on’ digital space where people can interact, connect and have the freedom to create the world around them. The metaverse is not new and people have been meeting in virtual worlds for years. Typically, these communities were seen as fringe groups and not part of mainstream society. That is changing. Today groups of professionals from all industries are gathering across the metaverse, connecting with laptops, tablets, VR/AR headsets and even smartphones. Many immersive platforms are providing tools for professionals to meet, work and network that don’t require headsets or special hardware. These 3D environments accessible on 2D devices like smartphones and PCs are making immersive spaces more inviting and accessible than ever before.

The benefits of 3D spaces, headset or not, allow users more interactivity and agency or freedom of movement and expression. These are essential building blocks to meaningful networking and can create more powerful experiences than today’s social platforms like Linkedin and Facebook. There has been much research done on the power of embodying an avatar in a 3D digital environment to help build closer connections with others and create a sense of presence. The avatar-driven, 3D platform Engage VR has shared a few of these studies on their website as a resource.

A recent networking event in Altspace VR with Tom Furness, the ‘grandfather of virtual reality’.

Which Immersive Networking Platform is Right for You?

Currently there is no ONE professional immersive space that everyone is flocking to, instead there are several options that are attracting slightly different segments of users.  This fragmented landscape may eventually be a thing of the past as companies with big pockets are investing heavily in this sector. Microsoft’s acquisition of Altspace VR and their new Microsoft Mesh technology IS the future of networking according to XR expert and Forbes contributor, Charlie Fink. He lists Altspace VR as one of his primary resources for professional networking. Engage is a 3D, primarily VR enabled platform that has announced a new project named Engage Oasis, that purports to be the immersive version of Linkedin. Fink reported that Engage has raised $10M in support of the project and the tentative launch date is early 2022.

Great networking was to be had at this packed education focused event in Virbela’s 3D auditorium.

There are a handful of other 3D platforms that are attracting professionals looking to network, so how does one choose where to invest valuable time? There are two factors to consider: 1) The size of the community – Networking is about growing your number of connections, so size does matter. This is why Linkedin has become so popular as nearly every professional has a presence on the platform. 2) The quality of the contacts you’ll meet – If you’re looking to connect with educators then spending time on a platform that primarily houses content developers won’t really help you. A few other considerations include how much time it will take to learn to navigate in the immersive space, does the platform make it easy to connect with others and do you enjoy spending time there. Consistent participation in any community is key to reaping the rewards so if it’s not enjoyable, you likely won’t continue to participate.

If you would like additional guidance experiencing XR collaboration and meeting spaces firsthand, Augmented World Expo and Charlie Fink have partnered to offer a hands-on XR virtual collaboration workshop. You can learn more about this opportunity and sign up on AWE’s website.

A Look Ahead

We are all in the throws of a very exciting and tumultuous time. The disruptions of the digital era are becoming more stark and painful lessons along with exhilarating advances are happening at breakneck speed. Rosedale has a unique perspective on the challenges involved with building online communities, as the immersive world he founded has survived for over a decade. During our fireside chat, he points out that a “top-down model is unsuccessful.”  He argues that these digital worlds need to be open and allow for communities to do their own policing as moderating interactions between multiple avatars is impossible and the costs per user will be too high. This begs the question as to whether corporations and possible investors in these new business spaces will tolerate extending this freedom to users and allow enough time for the organic growth required for a sustainable community.

We all have an opportunity to create something new that deviates from the personal reality afforded to us through social media and advertising algorithms. This hope of a shared reality that engenders trust, respect, and more than a desire for ‘likes’ and ‘followers’ keeps me searching for new opportunities to connect with my peers and has fueled my passion for virtual worlds since 2006.  Are you ready to join me on this exciting journey?

Where to Start Your Immersive Networking Journey

If you’re ready to dive in and start exploring these 3D professional spaces, I applaud your pioneering spirit. Below I have provided a brief review of my favorite platforms and suggest you explore each one to determine if it’s a good fit for you. This is by no means a list of ALL the options available for 3D networking, however these are a great place to start!

Altspace VR

AltSpace offers an ‘always-on’ virtual campus commons where you can find around 30-50 users mingling around the campfire. The platform does require a quick download with a light learning curve for the 2D option. No VR headset is required but if you have a stand-alone or tethered VR device, you’re all set.

The platform is event driven, as are most, so you’ll find other users logging on for specific events based upon interests. I found several related to business and education. They also have a feature in beta, where users can build their own worlds and express their creativity. This feature isn’t as simple as using a plug and play template; however, I would imagine something like that may be on the way.

Altspace VR avatars are not photorealistic and have a limited number of customization options.

The platform offers a few features to encourage building connections such as the ability to add another user as a ‘friend’ so that you can directly message that person and see when they are online. However, users don’t have access to robust profiles that list out details about another user, like job title, company, contact details, etc. Avatar customization is limited, not life-like and doesn’t allow for the average user to create their own look or style.

Engage

Engage is a robust 3D community that is best experienced in a VR headset. The 2D or desktop version is limited, and you can tell their primary audience are VR users. This platform has announced a new project, Engage Oasis, that purports to be the Linkedin of immersive spaces launching in 2022. In the meantime, the current platform does offer a persistent common space for users, however it was empty when I logged on. This platform is also event driven and so your best chances of meeting and interacting with others will be during one of their promoted events.

The platform allows users to upload a photo to create a more realistic avatar and has a content creator program that allows 3D artists to build and share custom content. Platform capabilities focus more on enabling users to host their own 3D events with current contacts instead of facilitating meeting new connections on the platform. There is no ability to add ‘friends’, search profiles or even participate in group text chat. Hopefully these shortfalls will be addressed soon.  

Breakroom

One of my favorite platforms for business networking is Breakroom. Created by the founder of 3D social world, Sinespace, Breakroom offers the highest quality 3D environments and content streamed over a browser – that’s right, no download required. Removing this point of friction is the holy grail for marketing professionals who can promote events and activities in the platform with a simple URL. Breakroom also takes advantage of high-performance, streaming from the cloud which allows for users to access high quality content without the need for a higher-end laptop.

A group of people sitting at tables
















Breakroom houses accessible high-quality content and endless options for avatar customization.

The platform has robust networking capabilities with a searchable database of users, customizable profiles and the ability to add ‘friends’ to your network enabling you to see who’s online, send a private message and more. Avatar customization, although not as easy as some of the other platforms, does allow for endless options as users have access to content created by a wide network of artists. Compensated through an in-world economy, content creators are encouraged to create on the platform and there’s a host of beautiful environments to visit.

Currently the platform doesn’t offer any persistent and publicly available spaces, however they are hosting a series of events in-world that offer attendees great networking opportunities and the chance to explore the environment.

Virbela

Virbela’s open campus is a persistent 3D environment that they keep equipped with very friendly live staff to help users navigate the open space. The platform does require a download however once loaded onto your desktop it’s quite easy to navigate and customize your avatar. The platform allows users to create and browse profiles – adding a photo, bio and links to social platforms like Linkedin. They currently do not offer a way to connect with other Virbela users, such as a ‘friend’ network but you can directly IM any user in the open campus space. This aids in the networking process and helps to facilitate growing one’s network.

When I dropped by the open campus on a random Friday, there were a handful of users in the space, so to do any real networking attending a planned event is essential. Virbela is actively hosting networking events and I recently attended an event on the future of education which was very well attended with a lively Q&A. One complaint that I’ve heard from more than one colleague, is the cartoon-like nature of the platform’s avatars, are perhaps not optimal for professional and corporate executives.  

Let’s Connect!

I’m excited to anticipate the future of networking with these immersive platforms and would love to connect. Feel free to contact me on any of these platforms or good old fashioned Linkedin. What has YOUR experience of 3D networking been like? And please be sure to share your favorite 3D spaces in the comments below, I’m always looking for new communities to explore.

Immersive Virtual Event Technology: Why 3D?

Immersive Virtual Event Technology: Why 3D?

By Lisa Peyton, originally published on Venturebeat.com

I love events and have spent the last several years traveling to support and speak at many different industry events.  At their core, they’re all about creating memorable experiences and bringing together communities to learn, network, and build relationships.

Over the last few months, with work-from-home orders preventing in-person collaboration, we’re all more hungry for connection than ever. Webinar attendance has spiked around the globe, and systems have crashed trying to handle the throngs of online attendees to first-time virtual events.

With so many events going virtual and Zoom fatigue becoming the norm, we’re now seeing event organizers push past traditional 2D platforms such as On24, Microsoft Teams and Zoom in an effort to provide fuller immersion and engagement. The tools they’re using fit into two categories. I call them 2.5D and 3D.

The 2.5D platforms provide interfaces that mimic real-world environments complete with stock people or avatars. They are a step above the Zoom’s of the world but ultimately fail to pay off the promise of an immersive environment. They aren’t avatar driven and are simply a more interesting looking skin for 2D content. Some examples of these types of platforms include vFairs and MeetYoo.

Surprisingly, these platforms tend to be more expensive than the newer, 3D platforms that are currently emerging within the virtual event software space. vFairs starts at $8K per event and goes up from there, and many 2D and 2.5D platforms don’t offer “one and done” pricing; instead you need to enter into an annual contract in the tens of thousands of dollars.

Above: This vFairs screenshot is an example of 2.5D, a static, representation of a 3D space that houses 2D content. It provides no mobility, avatar control or other 3D functionality.

Not your mother’s 3D

3D platforms on the other hand, offer true immersive spaces. They are created from 3D building blocks and allow for free movement within a virtual space. You can access many of these platforms not just with a VR headset but also via multiple devices, including smartphones and laptops, allowing for differing levels of immersion within the same event or experience. This helps make your virtual event strategy future-proof as more and more users move toward VR solutions for at-home work and productivity. 3D event platforms include MootUpBreakroomLearnBriteVirBELAEngageAltSpace, and a handful of others.

Most of these platforms offer a monthly subscription rate, instead of an annual contract, as they are eager to onboard users. Breakroom’s monthly rate starts at $500 for 50 seats and increases based on the number of attendees. VirBELA offers an entire virtual campus that can accommodate 25,000 or more users starting at $2,500 per month. LearnBrite offers subscriptions starting at $99 per month that are VR ready and include voice and video conferencing and a full library of 3D assets, no coding required.

Above: The Opal Group is hosting a series of Data Analytics events in the 3D event space, MootUp. The events are fully integrated with Zoom and accessible via smartphone, laptop or any VR device on the market.

3D gaining momentum

By all reports, these up and coming 3D virtual event platforms have seen a sizable increase in demand since the outbreak of COVID-19. According to Alex Howland, President and Co-founder of VirBELA, the platform “has seen more than a 653% increase in virtual events and 12x increase in monthly active users.” The CEOs of MootUp, LearnBrite, and Breakroom also say they’ve experienced at least a 100% increase in demand since March.

VirBELA recently hosted the Laval Virtual World annual event on its platform, registering over 11,000 attendees from 150 nations and featuring six simultaneous session tracks with over 3,000 meetings. (See video of the experience above.) These numbers dispel the myth that VR-ready 3D virtual events can only support a small number of users. In fact, these newer 3D platforms are cloud-native, as opposed to some long-standing enterprise tech companies that still house everything on-prem. Relying on cloud giants like AWS and Google Cloud means scaling is “not an issue,” according to Breakroom CEO, Rohan Freeman. The ability to scale has gotten quite a bit of attention since the SAP’s system crashed during its virtual annual customer event last month. According to Freeman, his 3D platform recently supported millions of concurrent users during a national TV campaign rolled out across India.

3D makes memorable experiences

So why 3D? It’s all about creating those memorable experiences. Recent research has shown that users in virtual and 3D environments have improved learning outcomes and increased memory retention due to spatial presence. Embodying an avatar and engaging in a 3D world ignites areas of the brain typically reserved for physical encounters. It also allows for more self-expression through the ability to customize and animate avatars and peer-to-peer interaction.

If you are trying to recreate the benefits of in-person networking and create 1:1 connection during your virtual event, then 3D is a great option. I hosted a virtual “end-of-term” party for my University of Oregon students in LearnBrite as a small consolation for not being allowed to meet in-person. The event was a huge success, with students sitting around a virtual fire pit, enjoying virtual champagne and chatting well past the event had technically ended.

These spaces can be decked out with pre-built or custom 3D content. No need to meet in a standard office when you can meet virtually by a stream, on a beach, or even on the surface of Mars. 3D platforms are also offering integrations with the standard 2D event platforms. LearnBrite and MootUp are Zoom clients, allowing speakers to login and present in Zoom while the presentation seamlessly livestreams into the 3D environment. I recently attended a full-day, Data and Analytics Summit where a dozen back-to-back speakers seamlessly presented their slides and webcam from Zoom into a full, 3D auditorium.

You can also import and share product specific, 3D content. Complex machinery, consumer electronics, automotive, and other models can be imported into the 3D virtual space allowing for remote collaboration and discussion. With no more show floors housing the latest physical product, 3D event spaces are a real alternative allowing customers to interact with a product at home.

Above: Dell’s Virtual Reality Classroom of the Future experience allowed potential customers to engage with 3D models of their products within a virtual classroom.

Headset vs. no headset

While each 3D event platform has varying levels of support across multiple devices, most do boast support for VR headsets. The number of users accessing these platforms via a headset are small at the moment, but it remains an important point of differentiation from the 2.5D and 2D event platforms that don’t offer any VR support.

Above: Breakroom initially developed low-poly objects, pictured above, that could load across almost any PC, smartphone or tablet. They are now in the process of updating their graphics, pictured below, as bandwidth and streaming capabilities have improved.

For most virtual events, consuming the 3D, avatar-driven environment on a 2D device like a laptop or tablet, may be preferable, as VR headsets can be heavy, cumbersome, and too uncomfortable to wear for hours at a time. There needs to be an extremely compelling reason to use a VR or MR headset, like collaborating on 3D content or watching a 360-degree film or livestream.

Platforms like MootUp, LearnBrite, and Breakroom have been designed specifically with accessibility in mind and support a wide array of devices. Social VR platforms like AltSpaceVR and Engage were built for VR headsets and offer a more robust, VR-first experience, with limited capabilities on laptops and smartphones. Understanding the needs of your audience and how they plan on accessing the event is an essential first step to choosing the right 3D event platform.

A call for creativity

With Zoom fatigue setting in, now is the time to innovate and think creatively about building customer-centric, memorable virtual experiences. The tools and technology are only limited by our lack of imagination and fear of trying something new. Be bold. Be part of the XR revolution. There’s no turning back.

Untethered Videos: Making your events truly immersive

Untethered Videos: Making your events truly immersive

Thanks so much for joining my presentation, ‘Virtual Event Planner’s Guide to XR: Making your events truly immersive’, at Untethered.

Below are the resources from my presentation including the full-length video and presentation slides. Enjoy!

I’m offering 60 min consultations with all Untethered attendees – I would love to hear more about your conference experience and any current event challenges you are facing. Simply schedule your session here: https://calendly.com/lisa-peyton/untethered-consultation.

Full-length Presentation Video: 30 Minutes

Short Presentation Teaser: 6 Minutes

Presentation slides can be downloaded here: Virtual Event Planner’s Guide to XR.

Learn How to Make Your Virtual Events Truly Immersive

Learn How to Make Your Virtual Events Truly Immersive

I’m thrilled to be presenting at this year’s Untethered conference on how to make virtual events immersive. Join me Tuesday May 19th and be among the first to get a preview of my Virtual Event Planner’s Guide to XR.

Everyone is looking to find solutions to keep virtual event attendees engaged from home. My presentation will explore the use of immersive technology such as VR, AR and XR for virtual events. We’ll take a look at the existing solutions, factors to consider when choosing immersive tech and how to overcome potential challenges.

You can register for free on the Untethered website. The conference runs May 19th, 20th and 21st and will feature keynotes, breakout sessions and 1:1 networking sessions with people like me!

About Untethered

Untethered is an industry event aimed at educating and connecting event professionals during this time of profound change. We want to educate, inspire and innovate together!

It’s open to all event industry professionals and event technology providers as a source of information and connection as we go through this time together.

Building Immersive Fashion and Retail Experiences that Don’t Suck

Building Immersive Fashion and Retail Experiences that Don’t Suck

It’s your typical overcast Saturday in downtown Portland, Oregon, and I’m heading out to the park to walk my dog, Betty. What I find this particular evening is anything but typical as instead of a few homeless guys sleeping on benches and fellow dog walkers, I encounter hundreds of people of all ages walking through the south park blocks. Their excitement was infectious, and I was delighted to see so many Portlander’s enjoying one of the cities most prized resources. But what made this Saturday different from every other and why had this happy mob descended on my neighborhood?

As I took a closer look, I noticed that everyone was engaging with their phones, some even had two, three, up to four different phones. I had to learn more about what was going on and if my suspicions were true that this was some sort of online community. My thoughts immediately went to Pokémon Go, but wasn’t that a thing of the past and had that game appealed to such a cross-section of the population? There were families, young children, groups of teens, adults – some solo but the majority were traveling in packs. I stopped one group who were kind enough to answer my newbie questions and learned this was indeed a Pokémon Go Community Day. A special global event that features rare Pokémon and other in-game goodies during a dedicated window of time. According to Wikipedia, Pokémon Go has accrued over a billion downloads worldwide and has 147 million monthly active users.

So how does this story relate to immersive retail and fashion? Good question! Love or hate Pokémon Go, there’s no denying that it is the most broadly used immersive app to date. The secret sauce its creator, Niantic, has cooked up is chock full of lessons for all of us looking to leverage immersive technologies to build brand experiences and ultimately sell more stuff. Let’s dive a bit deeper into how brand marketers can build effective fashion and retail experiences using immersive technology.

1. It needs to be social

The most successful digital disruptors over the last few years have one thing in common, they build social into their DNA. Recent examples include Pokémon Go and Peloton,  who has grown a $4 billion dollar business by replicating the community of an actual fitness class at home.  A great example of this within the fashion industry is China’s Tmall. This shopping app has leveraged immersive technology to provide their online audiences access to VIP events such as the hugely popular “See Now, Buy Now” event last year.

This “retail-as-entertainment” event is part of Alibaba’s Singles Day shopping event and featured big-name designers, celebrities, musical productions and much more all filmed live in front of a select VIP audience. The live-stream was broadcast across both immersive and 2D channels to over 57 million viewers and included a streamlined ‘see now, buy now’ app that allowed viewers to buy the products they saw on the runway instantly. The show also offered a “Play Now” feature that allowed the viewers to rank the outfits in real-time, creating an instant trend report and sending feedback to the designers. According to Sean Lane, immersive retail specialist and Technology Principal at digital studio Point B, the Singles Day event “had over 8 million users make purchases using their VR headsets. They have also been very successful with Tmall VR experiences with users watching fashion shows on the runway and leveraging the ‘purchase now’ feature.”

2. Provide value to the customer

What differentiates a good immersive experience from another is the value it offers to the user. To pay off the hassle of either strapping on a VR headset or downloading an AR app, the user must gain substantial value from the result. There are several ways that innovative brands are both meeting their business objectives while meeting the needs of customers. Immersive technology is an amazing way to take users to places they otherwise wouldn’t be able to go. Providing customers something they want and can’t get anywhere else is a good formula for success. One B2B fashion app based in Paris, Change of Paradigm, offers designers and brands the ability to do just that. Their high-quality, 3D models of luxury brand apparel are the best I’ve seen. If I were a clothing designer, I would want its Paris studio director, Franck Audrain, to create the digital version. A fashion designer in his own right, Audrain has spent years in the technology industry and meticulously mimics the most complicated garments in 3D. His team can create a hyper-realistic version of an already exiting garment or build a digital proto-type of a garment that only exists in the imagination of its designer.

This recent AR experience at Paris department store, Bon Marché, shows the detail captured in Change of Paradigm’s 3D fashion technology.

The company has a proprietary technology that digitally duplicates each fabric to realistically depict how the garment will flow when moving through space. This attention to detail and the fact that they can output the 3D assets across multiple channels such as web, VR and mobile AR make their offering compelling to luxury brands.

They are working on a virtual try-on experience that will rival anything we’ve seen to date but this is still several years away. According to founder Henri Mura, “currently effective immersive experiences for trying on apparel is limited to jewelry, accessories and footwear. For clothing, if you want to go beyond a simple 2D overlay, you really need to understand how the material will fit a customer’s unique shape in 3D and then represent that in the immersive environment. We’re working on a solution, but it has to be perfect to provide true value.”

Other ways brands can provide value to shoppers can include something as simple as easing friction along the path to purchase, such as the ‘See Now, Buy Now’ feature in the Tmall VR shopping app or creating a memorable experience. Macy’s successfully used virtual reality to allow Chinese shoppers the rare opportunity to visit their flagship store in New York without having to leave China. Ensuring that the immersive journey is as intuitive and seamless as possible is an important part of the recipe for success. Many U.S. brands are still struggling on that front as immersive experiences often require unique downloads and a series of user actions before accessing the experience. Puma’s recent launch of an AR shoe is an example where the user needs to download a stand-alone app that can recognize the shoe to use special decorative filters similar to SnapChat’s lens feature. I’m not so sure I would find that valuable.

3. Leverage the right immersive technology for the job

Before building any immersive experience, it’s essential to understand your objectives, your audience and the technologies at your disposal for bringing your vision to life. There are still quite a few challenges to consider when building an immersive experience and striking the right balance between quality and scale is essential. Are you trying to reach a high-stakes, niche audience like the 1% who can afford luxury items or anyone who has access to a smartphone? Is your marketing objective strictly to sell more product or are you looking to build a connection with your audience? These types of questions need to be clearly defined before getting started so that you can determine the best flavor of immersive – Augmented Reality, Virtual Reality or Mixed Reality – for the job.

There have been several AR, retail experiences that have been dumbed-down for mobile to scale with not so great results leading to posts like this one dismissing the value of immersive retail technology.

Immersive retail specialist, Sean Lane, breaks it down this way: “I think latency, ease of use and accessibility are still impeding factors to adoption. I have seen Virtual Reality gain limited adoption inside brands, mostly for HR onboarding, marketing and training. I have built a few pilots testing VR internally for training, planning, global development and the like. While the experiences are good, they are not good enough. Many people still get motion sickness and the graphics are not realistic enough. Interoperability with other platforms is not seamless. However, I still believe there are times when VR is the right tool for the job. When you want to have complete control over an experience and direct the process, then VR enables a brand to do that. I think that Augmented Reality and Mixed Reality have a greater chance of widespread adoption in enterprise and retail.”

Where to start?

There are several resources available for fashion brands looking to leverage immersive technology. Hiring a specialist or creative agency to build a strategy isn’t always an option but a great first step if the budget is available. Other less costly resources include publications like Medium, which hosts a community of immersive professionals sharing insights, and marketing sites like MarketingLand.com. One specific community of brands looking to solve some of the issues surrounding 3D technologies for apparel and footwear is the 3DRC (3D Retail Coalition), which is made up of brands, technologists and educators.

The best and most important advice I can you leave you with comes from Lane, who wisely proclaims: “The biggest win for any of these technologies is to ensure the use is authentic to your brand and not forced. When immersive is used to create real experiences that enhance consumer interaction with your brand or to build brand loyalty or connection, THIS will lead to better results.”

Chevron Storytelling Uses Purposeful Immersive Experiences to Engage Stakeholders

Chevron Storytelling Uses Purposeful Immersive Experiences to Engage Stakeholders

By Lisa Peyton, originally published on Marketingland.com

Frozen in place, alert and quietly breathing the eight-foot Perentie lizard sizes me up. The only discernible movement is an opaque eyelid gliding over a dark reptilian gaze. I don’t THINK it will eat me for breakfast. Suddenly it’s long, forked tongue darts out into the air just barely missing my nose, as the lizard loses interest and looks for his breakfast elsewhere. The Perentie is one of the largest lizards in the world and can only be found on a remote Island, off the Pilbara coast of Western Australia.

However, instead of requiring the 20-hour flight from the US, I was able to experience this beautiful creature in my own backyard with the help of augmented reality.

Chevron’s AR experience featured 3D, animated creatures native to Barrow Island, like the Perentie lizard.

The Perentie lizard along with two other rare and wondrous creatures, the Euro or Wallaroo and the Flatback Turtle, was part of Chevron’s latest immersive augmented reality experience that launched at the 27th World Gas Conference in Washington, D.C. The goal was to share details on Chevron’s Gorgon Project, a new and technologically-advanced liquefied natural gas (LNG) plant located on Barrow Island, a Class A Nature Reserve. According to Tina Robison, Senior Advisor for Policy, Government and Public Affairs at Chevron, the biggest reason they decided to use AR was to make the impossible possible. “There will never be an opportunity to bring people to Barrow Island and show them what we do there or the priority we place on protecting this nature reserve. So we brought Barrow Island to D.C.”

For full story go to https://marketingland.com/chevron-storytelling-uses-purposeful-immersive-experiences-to-engage-stakeholders.