Luxury loves 360° videos…
360° videos technology has become easily accessible to brands a few months ago and we have already noticed multiple brand experiences offering a 360° mini-websites or videos. These efforts from brands to create an interactive and original experience is great but using 360° for the sake of 360° is not good enough for luxury brands. Why? Because that’s what all their competitors are doing.
Let’s just take the example of luxury fragrances: last Fall, Dior launched a 360° mini-website for its new men’s fragrance Sauvage, with a road-trip inspired journey to discover content around the perfume. this winter, Jean-Paul Gaultier created a 360° video called #BeTheBottle where viewers see a factory through the “eyes” of a perfume bottle, and they get to take a sneak peek at the brand’s fragrance characters.
The latest example would be Chanel and its 3 videos for its men’s Allure Homme Sport fragrance. The brand invites viewers to dive, slide and ride with the brand by watching men taking a dive in the sea, skateboarding on a mountain road, or horseback riding in the sea, and eventually seeing what they see in order to experiencing it themselves.
… but is missing the point
All the examples above are in line with their brand’s DNA and they deliver a rather original experience to consumers. But there is one thing that bothers me: they all seem a little off, either because they just support an existing campaign, or because they are not good enough for the status of the brand. By not good enough, I simply mean that 360° videos have not yet reached the standards of image quality that these brands have got us used to. And while brands offer a rather fun experience every time they create new interactive experiences, they should also contribute to improving the standards in new technologies to keep their edge on other brands. Because, as of now, it mostly looked as if they are only trying to stay at least at the same level as their competitors by using the same technologies.
What I would like to see is a brand like Louis Vuitton embracing its travel-brand positioning and extending its City Guides offer with 360° videos that bring life to their content and pushes the quality of their recommendations even further. Brands each have their distinctive identity and I’m sure they can find adequate ways to communicate on them while using new technologies and actually bringing great content that people want to consume and share.