360-Degree Video and Advertising
We want more, and digital is providing more. By now, you have probably seen a 360-degree video that engages and delights you. Mine was the 40th anniversary of Saturday Night Live SNL 40th Anniversary 360-degree. Being able to see and hear Jerry Seinfeld tell jokes and then spin the view around to look at the audience still amazes me. You can also look at the cue-card person and the lighting grid.
For most businesses, the 360-degree video doesn’t make sense, but I believe you’ll find many ways to make 360 an interest point in your organization. Patagonia found a way to entice people with its ad in the New York Times digital newspaper.
The video is beautiful, and I’m sure it directly connects with the persona of its target audience. Yet there is so much more going on with this ad. There is a clear cause-marketing effort. In recent study by Toluna, 51% of people are more likely to purchase a brand that supports a cause we agree with. More on that topic in the next blog.
The ad is also a perfect landing page: It has singular focus and a clear call to action, “Explore & Take Action.” But all of this doesn’t come together without the immersive, beautiful and fully engaging 360-degree video. A way to look beyond the crop marks of any photo or video.