摘掉VR眼鏡闖元宇宙：裸視3D沈浸體驗廣告初探研究 以士林小萌虎為例

Abstract

新媒體科技的繁榮及COVID疫情的衝擊帶領元宇宙興起，繼VR(虛擬實境)、AR (擴增實境)和MR (混合實境)後，裸視3D特效為新行銷型態掀起風潮。從士林夜市的3D立體小萌虎到東京新宿街頭熱門景點花貓，紐約時報廣場的大鯨魚到首爾的巨浪，全球爭相投入這股元宇宙行銷熱。越來越多品牌試圖透過裸視3D行銷手法，帶給觀眾體驗除了需要眼鏡、手機科技設備的VR/AR之外，亦有不需透過設備的另一種沈浸式體驗，打造前所未有的感官衝擊。同時試圖替消費者排拒而日益式微的傳統廣告、公關、行銷策略甚至為觀光商機謀尋新生路。裸視3D竄起的背景為何？是否為受眾帶來有別傳統的廣告聚合效果？在下一波元宇宙世界觀風潮中扮演什麼角色？本文透過深入採訪(in-depth interview)裸視3D動畫產製者及主題分析（Thematic analysis）策略個案分析，研究探討：

1.什麼是裸視3D？裸視3D的技術原理及行銷優勢。 2.元宇宙時代裸視3D士林萌虎沈浸式廣告案例分析及成效評估。 3.在新科技時代未來的應用及發展建議。

The growth of new media technologies has resulted in the emergence of the metaverse. Following in the footsteps of VR (Virtual Reality), AR (Augmented Reality), and MR (Mixed Reality), naked-eye 3D effects have sparked a new wave of marketing approaches serving as the new solution to the dying advertising and tourism market. From the cute tigers of Shilin Night Market to the spotted cat on the world-famous attraction in streets of Shinjuku, Tokyo, and the giant whales in Times Square, New York, to the enormous waves in Seoul, the entire world is racing to engage in this metaverse marketing fad. More and more brands and businesses are delivering an unparalleled sensory effect by leveraging naked-eye 3D marketing methods to present viewers with another fresh immersive experience with/without using VR glasses. What is the background behind the rise of naked-eye 3D? Does it bring a different advertising aggregation effect or new tourism bussiness oppotunities to the audience? What part will it play in the upcoming metaverse worldview wave? This article explores the following through a case study, in-depth interviews with creators of naked-eye 3D animation displays, and an examination of marketing tactics: RH1: What is naked-eye 3D? The technological underpinnings and marketing advantage of naked-eye 3D. RH2: Case Study: naked-eye 3D immersive making and call-to-action conversion marketing effect evaluation in the metaverse era—Taking Shilin Tiger as an example. RH3: Suggestions for future applications and developments in the age of new technologies.