Expedia’s Latest VR Content Taps Into The “Slow TV” Trend

What Happened
Expedia’s latest VR effort is a 44-minute-long VR experience that will take you on a scenic railroad trip in Norway. The popular travel booking site’s Norwegian branch partnered with local tourism organizations Visit Flåm, Flåm Railway, as well as London-based agency Verve Search to launch its first VR content, which includes gorgeous sights such as fjords, glaciers, the midnight sun, the northern lights, and national parks. The video can be accessible on major-brand VR headsets, and it can also be viewed online via a supported browser.

The calming, slow nature of this railroad VR experience sets itself apart from most branded VR content in market today, which usually tend to be much shorter, faster-paced, and more adrenaline-driven. This coincides with the so-called “Slow TV” development, where broadcasts of mundane events filmed from start to finish, such as a long train ride or a knitting marathon, has captivated millions of European viewers. It’s become such a phenomenon in Europe that Netflix imported 11 Slow TV programs this summer.

What Brands Need To Do
This is the latest example of the diversification of VR content as virtual reality gadgets start to percolate into the consumer market. VR’s immersive power makes it a powerful tool for travel and hospitality brands to sell prospective customers on the experience they offer. As mainstream adoption picks up, VR and 360-degree content is emerging as a medium that brand marketers can capitalize on to attract consumer attention with innovative storytelling.

How We Can Help
Our dedicated team of VR experts is here to guide marketers through the distribution landscape. We work closely with brands to develop sustainable VR content strategies to promote branded VR and 360 video content across various apps and platforms. With our proprietary technology stack powered by a combination of best-in-class VR partners and backed by the media fire-power of IPG Mediabrands, we offer customized solutions for distributing and measuring branded VR content that truly enhance brand messaging and contribute to the campaign objectives.

If you’d like to learn more about how the Lab can help you tap into the immersive power of VR content to engage with customers, please contact our Client Services Director Samantha Holland (samantha@ipglab.com) to schedule a visit to the Lab.

 


Source: AdWeek