Storyliving, The New Marketing Essential: What? How? Why?

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Written By Buttercrumble

Storytelling has been with us since the dawn of man. We have utilised it as a powerful and memorable form of communication, which loyalty and love is built upon. As marketers or designers, we must use the power of storytelling to create engaging, collaborative and personable content. Yet, gaming and technology are changing the way we tell stories and interact with one another. Storyliving allows your audience to be fully immersed in your story.

What is storyliving?

The clue is in the name. Instead of telling the story, you are allowing your audience to live within it. It's immersive and engaging. You are taking storytelling one step further by enhancing it with action. When people can live within the story, they are essentially seeing the world from your shoes. It feels more authentic and reliable to disenchanted audiences. 

Brands can now place audiences within their specially-designed worlds through the power of technology. Technology such as augmented reality and virtual reality is changing the way we interact with the world. Moreover, the onset of 5G means the globe will be connected like never before. 5G is set to boost online experiences by providing reliable and fast connectivity. 

The online world is transforming the way we work, socialise and live. Just over a decade ago, our parents would recoil at the possibility of us meeting strangers online. The internet and gaming was black magic and not to be messed with. Admittedly, there are still some dark and questionable corners of the internet, however, the attitude of online entertainment has since changed. Now, online dating is the norm and gaming is no longer the vice of teenage boys. Social media and gaming allow you to be a part of the story or a cause for change. Brands are using these platforms to connect, as friends, with their audiences.

Above: Buttercrumble illustrated at a conference for the Centre of Immersive Technologies at the University of Leeds to learn more about virtual and augmented reality.

Above: Buttercrumble illustrated at a conference for the Centre of Immersive Technologies at the University of Leeds to learn more about virtual and augmented reality.

Above: technology has the ability to positively impact on our lives. Let’s try and use it in creative ways for good.

Above: technology has the ability to positively impact on our lives. Let’s try and use it in creative ways for good.

How can I use storyliving?

Augmented Reality

Augmented reality (AR) is a technology experience in which locations and objects within the real world are enhanced by computer-generated imagery. Users can superimpose this imagery onto the real world through mobile phones, computers and gaming devices.

According to trend forecasters, WGSN (2020), augmented reality will be taken up by at least 77.7m regular users in 2020. There is a strong consumer appetite as technology continues to advance. Internet giants such as Google, Facebook and Snapchat are making major investments in the area. For example, Sony Pictures partnered with Amazon, Snapchat and YouTube to create an immersive AR experience for the launch of the 2019 film, Jumanji. Users who visited the specially designed website were able to unlock exclusive content by using voice commands. This was optimised for Snapchat users who were able to use a selfie lens and geo-tagged attractions. By using AR technology, Snapchat was able to transform the Eiffel Tower into a desert, relating to the film.

A mobile game that has thrived because of AR is Pokémon Go. This success has lead to a sponsorship programme for small, physical businesses to utilise. Niantic, the creator of the game, wanted independent stores to easily become a part of the game and therefore, promote their offerings. By becoming a sponsor, you can turn your business into an in-game beacon. It gives players a reason to stop by and see you.

Above: 2019 film, Jumanji partnered with Snapchat on AR geo-tagged filters.

Above: 2019 film, Jumanji partnered with Snapchat on AR geo-tagged filters.

Above: Starbucks utilised Pokémon GO by acting as PokéStops or Gyms, where you could pick up a limited edition Frappuccino.

Above: Starbucks utilised Pokémon GO by acting as PokéStops or Gyms, where you could pick up a limited edition Frappuccino.

Virtual Reality

Virtual reality is similar to AR in the way it uses computer-generated imagery. However, this provides a more immersive encounter. By using tools such as a headset or multi-projected environments, users can step into a simulated experience. Users are seemingly able to physically interact with the environment.

Facebook's Horizon (currently in beta mode) is a virtual world in which users can create new realities, independently or in groups. It will be a social multiplayer world available through technology such as Oculus Quest and Rift headsets. As Facebook heavily relies on advertising as an income, it will only be a matter of time before brands appear within the game.

Our concern is that viewers may become exhausted from VR's intensity. If you've ever tried it before, it can cause sensory overload! We think it's important to be sensitive to the technology and the audience. Otherwise, you run the risk of it becoming another gimmick. Instead, practise caution and ensure it is fully integrated within your overall marketing strategy.

Online Gaming

Not all of us have access to virtual reality technology at this point, but there are still huge (and growing) opportunities within online gaming. We previously discussed the potential of Nintendo's life simulator, Animal Crossing, and how brands are benefitting from it. Unsurprisingly, other games are offering similar advantages.

Fortnite is one of the world's most popular games. It was reported by BusinessofApps (2020) that the game had 250 million players as of March 2019. Previously, the game had partnered with Marshmello and Star Wars, but April's collaboration with American rapper, Travis Scott broke its previous streaming records. 12.3 million coinciding players logged in to be involved with the "Astronomical" event. This was a live, virtual gig that allowed Fortnite players to gain a front-row view.

However, positioning a musician within a gaming platform is no new concept. In fact, Coca Cola released an online platform called MyCoke (2002-2007). This allowed users to mix music, socialise and decorate their pads. They were able to visit virtual re-makes of cities (such as London and Tokyo) within the game to perform their tracks. It had many high-profile sponsorships, including American Idol in 2006.

This is similar to the online community, Habbo Hotel (established since 2000). It is aimed at teenagers, so musical sponsorships have always featured within the game. The "Hotel" has received visits from the Gorillaz, Avril Lavigne and Alesha Dixon. More recently, it has partnered with Ditch The Label to promote anti-bullying — an appropriate fit for a social network.

Organisations should be treating both the online and offline worlds as a stage to present. Ready-built online communities are craving new content and partnerships as it keeps the game or social network feeling fresh. This is an opportunity for brands to produce exceptional entertainment with the only limit being the imagination. After all, anything is possible within virtual realms.

Above: Habbo Hotel have partnered with Ditch the Label by hosting events which raise awareness surrounding cyber bullying.

Above: American rapper, Travis Scott, performed at a virtual concert for Fortnite players.

Above: American rapper, Travis Scott, performed at a virtual concert for Fortnite players.

Why do I need it?

We decided to ask VR environment artist, Victoria Goldsmith, her thoughts on the power of gaming and technology for brands. We had previously collaborated with Victoria when she kindly 3D modelled Buttercrumble Bear back in 2016. Since then, Victoria has been working on VR immersive games such as Dr Who: The Edge of Time:

“Brands are definitely trying to tap into the gaming industry and work with new immersive tech to keep potential customers engaged. However, I do feel like there is a fine line, even though there is potential for marketing in this medium. Games should be escapism, not a place for companies to try to sell products. However, taking inspiration from the games specifically is an easy win. Games offer community, rewards and a place to escape.

Maybe think about what your product or service is and try to adapt around this, be it an AR experience or Gamification based around your product. It’s easy to make an idea too big and development is expensive, my advice would be to have a solid idea of what you want to portray and use the available tools to show this off better. At the end of the day a good product or service will always shine through, the new tech is there to grab our attention and if done right keep us engaged!”
— Victoria Goldsmith, VR environment artist
Buttercrumble Bear, 3D modelled by Victoria Goldsmith

Buttercrumble Bear, 3D modelled by Victoria Goldsmith

Insight of the COVID-19 pandemic, virtual storyliving is allowing us to experience brands and be entertained from the safety of our homes. Brands can access new audiences at scale within a moderated and manufactured environment. However, as Victoria mentioned, organisations should avoid exploiting games by spoiling the fun!

We're excited to see how technology continues to develop. It's offering us all endless ways to be creative and to engage with likeminded people. In a way, we have a lot to thank our online communities for. It made us feel a part of something. We would scurry home excitably from school, to log into chatrooms to speak with our friends, design experimental websites and blogs and discover our identities. It allowed us to overcome any feelings of loneliness or confusion. It was another way we could express ourselves. If utilising storyliving, remember it is not broadcast, but a two-way conversation. Reach out to your fans and connect.

We hope you enjoyed learning more about storyliving. Do you feel this could offer strong opportunities for your own organisation? You can find further reading at the bottom of this post.

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Further Reading

Buttercrumble
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