Galaxy Gear VR with Marvel 마블과 함께한 갤럭시 기어 VR
One of the hottest issue these days is VR, which is the abbreviation for virtual experience. There are lots of contents developed using this technique, including videos that are composed of computer graphics but also the ones we can be a part of the contents, allowing people to have direct experience inside the contents. In the advertisement field this VR technique is also being used a lot.
This advertisement conducted by Samsung, is one of the examples using Virtual experience technique in their advertisement. The product is Galaxy Gear VR, which is the result of cooperation between Samsung electronics and Marvel entertainment of the United States. The advertisement is composed of three different series, and the first video was released in April 30th 2015, through YouTube.
In the video, there is a boy who wants to be the “Captain America”, and so he becomes a hero within the Avengers with internationally famous sports stars all together. They fight with the bad guy inside the virtual world. This video can be played with Samsung Galaxy S6 and the Gear VR. Soccer player Lionel Messi played ‘Ironman’, American football star Eddy Laicy played as ‘Hulk’. Cycling champion Fabian Cancellara starred as ‘Hawkeye’, and professional surfer John John Florence starred ‘Thor’. Also famous mixed martial arts star 추성훈 and his daughter 추사랑 comes out in the last part of the video, giving people another surprise and excitement.
The main storyline goes like this. Each of the 6 main characters accidentally finds the case with Galaxy S6 in it, and gets a mission through the device. The 6 of them gathers together in a secret hidden place, and they follow Maria Hill agent, who is the actual character that plays in the movie Avengers. Then the heroes put on the virtual experience device Galaxy Gear VR with Galaxy S6 installed with it, and they move into the place called “Marvel Universe”.
Each of the sports stars can experience the power of the Avengers heroes’ power and they fight together against the sudden attack of Ultron army, win the battle, and come back to the real world. Furthermore other members all around the world gather up together with this secret case.
Each of these 3 videos recorded 540 million view just within 5 days in YouTube. Especially between the movie fans, the fact that the one who made this video was the same director of the one who directed Spider Man series 1 and 2, Mark Webb intrigued their interest more. All of these videos can be seen from 360 degrees.
This video is also gaining great interest among the advertisement field and most of the people evaluate this advertising marketing campaign as a successful one. They comment that this marketing seems to be more beneficial to Samsung rather than to Marvel, because the video itself stresses the strong points of Gear VR which was launched in February 2015. Moreover, professionals say that this marketing could be a great opportunity to show up that Samsung became a global company to cooperate with Marvel, having a partnership relation with them.
References
고상민, (2015, May10), ‘아이언맨 된 메시’…갤S6,기어VR 홍보영상 화제. Retrieved from
http://www.yonhapnews.co.kr/bulletin/2015/05/09/0200000000AKR20150509045200017.HTML?input=1195m
Soccer-Ether, (2015, October 14), 어벤져스: 에이지 오브 울트론 X 삼성기어 VR2 어셈블 풀 영상. Retrieved from https://www.youtube.com/watch?v=mp2Ff3TW3mo
울산매일, (2015, May 11), ‘아이언맨 된 메시’…갤S6·기어VR 홍보영상 화제, Retrieved from http://www.iusm.co.kr/news/articleView.html?idxno=592367
4월 1, 2017, Brand Stories에 게시되었으며 brandstory, Marvel, Samsung, technology 태그가 지정되었습니다. 퍼머링크를 북마크하세요. 댓글 2개.
Ewha [Brand Communication] 
It is interesting to show that Samsung is really innovative such as Apple and Google. Google had kind of created the same technology before but it was a failure. Even if the video was successful and the ad had a lot of impact to the audience, I still wonder if people are willing to pay for this gadget.
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VR is no doubts a big hit and Samsung is presenting a much cheaper alternative (50 euros) to Sony’s Playstation VR (400 euros) or to the Oculus Rift (600 euros). The ad was also well made as the message is basically “anyone can be a hero”, and who wouldn’t want to be super hero for a few minutes? The idea is good but I am afraid it might not last. Sony and Oculus are targeting gamers who are “used” to spending a lot of money on gaming consoles every time Microsoft, Sony or Nintendo come up with a new console. They know that every generation of consoles and VR consoles will find buyers. Sure some may be less successful than others (The Wii U comes to mind) but the functionalities and the games each console offers is enough to attract. However I am not sure Samsung can offer similar functionalities or even make customers want to buy the accessory. After all the videos and games on your phone are usually used to pass time. I doubt customers will bring out their VR headset while waiting for the bus.
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