By Evan DeSimone
In a sign of virtual reality’s growing incursion into mainstream media, noted environmental action group The Sierra Club has launched its first 360-degree PSA, voiced by actor and musician Jared Leto.
The spot, which warns viewers about the dangers of climate change and encourages them to take action to address the growing environmental concern, was filmed in 360-degree video. Dropping just two months ahead of the international climate negotiations in Paris, it aims to highlight the devastating effects of climate change and to urge world leaders to take meaningful action on the issue.
The video campaign can be viewed through the RYOT-VR mobile app, or on Facebook Spherical and YouTube 360. The Sierra Club is hoping that by leveraging the more intimate experience of immersive video to place viewers on the front line in arctic communities that are facing the tangible fallout from global climate change, the campaign will inspire more meaningful change than previous messaging on the subject.
The move by the Sierra Club to use 360 video in their latest campaign suggests that mobile viewing technology for the medium is rapidly approaching mainstream saturation. Immersive video presents an unprecedented opportunity for marketers who want to make an emotional impression by placing viewers in the midst of the action.