Ahn, Sun Joo (Grace), Beharry, C., Hanus, M., King, K., & Rich, J. (panelists in alphabetical order, 2017). Using virtual reality to tell brand stories: The state of the art and future directions. Panel discussion to take place at the American Academy of Advertising Conference,March 23-26, 2017, Boston, MA.
Abstract: This proposed special session aims to discuss the state of the art in using virtual environment technologies to tell compelling brand stories and explore how these developments impact how consumers produce and consume information. The session will combine up-to-date findings from academic researchers on virtual worlds with action plans and visions for the future presented by both an advertising agency executive who heads a future experiences lab at a leading Publicis advertising agency and a producer whose media outlet is a leader in brand storytelling in the virtual space. This panel will suggest recommendations for future directions in brand storytelling using these emerging technologies.