In the current marketing environment, the latest developments in technology are becoming more and more recognised, trusted and ultimately implemented into campaigns. As we commented in our blog article Key trends in Experiential Marketing, interactive media such as digital signage, multi-touch displays, kinect and image recognition can be blended seamlessly into experiential campaigns, enriching consumer’s branded experiences.
In a recent insightful article, Marketing Week has demonstrated support for this innovative form of new media, referencing the fantastic opportunity to integrate interactive technologies with experiential marketing, new media and digital out-of-home screens (OOH). Findings from a recent ‘Kinetic Worldwide’ study demonstrate a shift in consumer expectations, with 60% now demanding a greater level of interaction with experiential OOH screens. This new technology has the capability to engage consumer’s senses and emotions in order to build remarkable brand experiences.
We have also discussed this concept in our article How can we use interactive media in an experiential space. By using an interactive technological method of communication, brands can amplify consumer engagement in a wider variety of outdoor spaces, extending the reach of the campaign across different environments and locations.
As the trailblazer of augmented reality experiences, Lynx have implemented interactive media in recent campaigns, with the aim of increasing consumer engagement. As highlighted in Marketing Week’s article, Lynx’s Marketing Manager, Selina Skyes stresses that “OOH has life beyond its experiential reach to secure return on investment”, proving additionally beneficial for a brand’s all important bottom line. Skyes also recognises that “integration throughout the marketing plan is vital regardless of how exciting the technology may appear”. We have recently raised this idea in our article The integration challenge where we identify that the most successful campaigns benefit from experiential marketing integration. Yet, according to Skyes, the main benefit of interactive media in this instance is its ability to “really stop people in their tracks”, exemplifying the exponential, viral successes of recent Lynx experiential campaigns.
We are great believers in a prosperous and diverse future for interactive media, and look forward to creating unique and innovative ways to integrate this platform into your new campaigns.
For further information on how to best use interactive media in your experiential campaign, check out our blog article How can we use interactive media in an experiential space and contact Hotcow.