Interactive media is rapidly becoming the next big thing. In London there are currently only 11 transvision screens and 17 nationally. These screens run interactive content, which are 40 seconds in length within a 6 minutes loop. Brands such as Lynx and Heineken have recently used this technology to successfully interact with consumers, but there is an opportunity to reach out to a wider audience across the consumer journey. By utilising roaming vehicles or static structures that harness the power of interactive media, we can achieve consumer engagement in a wider variety of spaces.
The use of digital media streams are increasingly infusing our everyday life in the social and urban landscape. New digital opportunities are available to address different communication needs, whether you want to create awareness or engage your audience through sensitive creative executions. We’ve been seeing some great examples of experiential advertising, with the use of innovative technologies such as digital signage or multi-touch displays, that are far more effective than traditional media at capturing people’s attention and engaging them with your brand. But how can you use it above and beyond the norm?
In our recent experiential campaign for LG Optimus 3D, we took the 3D phones on the road, touring with the LG Play Mobile around 150 locations in the UK, encouraging people to interact with the main features of the 3D smartphone. Beyond taking the product to different locations, this is also a great example of mobile billboard, which allows you to meet and greet your potential audience as well as guarantee flexibility and timed schedules. By reaching out to your target consumers within various locations, you can amplify and increase the impact of your brand message across different environments.
There’s no doubt that promotional vehicles and eye-catching branded structures offer a great exposure when positioned at live media spaces. They create exciting possibilities to promote real interactions with your consumers and to drive interest towards your brand in cluttered outdoor marketplaces. Other brands such as McDonald’s and Miller have also been combining experiential marketing with new technologies to create environments that engage consumers’ senses and emotions and deliver an immersive and remarkable brand experience. However, imagine if McDonald’s had attached that interactive billboard to vehicle or if Miller had taken their ‘Space Invaders’ game to other locations? The end result could have been a broader reach towards more affluent and influential people , in addition to real brand impact delivered in a variety of locations.
Live brand experiences are indeed one of the most powerful experiential marketing activities that will use entertainment to bring your brand to life. To quote Confucious (450BC) – “I hear and I forget, I see and I remember, I experience and I understand”. Therefore, as people become increasingly more connected to digital/mobile platforms than before, creating an interactive experience that informs, entertains and engages your audience will allow you the opportunity to create real interactions with your consumers. And that’s the real value of experiential marketing campaigns!
Hotcow helps brands to understand the power of experiential marketing and offer expertise in how to develop, plan and execute campaigns in the right way to get the right results. For more information or a free consultation, contact us.