The world’s leading brands are looking for new ways to engage consumers.
1 AUGMENTED REALITY WITH AI
Augmented Reality is already becoming an indispensable component of every-day modern life. And what we’re seeing is just a beginning. Today consumers can step into fully immersive brand experiences with 360 AR Portals without ever having to leave their living room! Here a great example of Mariott Hotel Portal to Paradise.
2 VIRTUAL EXPERIENTIAL MARKETING EVENTS
Virtual experiential marketing (VEM) has five elements (Luo, Chen, Liu, & Ching, 2020): sense, interaction, pleasure, flow, and community relationship. Furthermore, all of these are used cohesively to create unique pleasurable experiences that translate into deeper brand loyalty and evangelism. Virtual experiential marketers use the internet to create visual and auditory tools to mediate between company and customer. These tools range from simple content to AR/VR experiences.
Moreover, they use the proven 7Cs framework of:
- Customer Care
Marketers must create strategies for each of these aspects. Thus, VEM can only be accomplished by using different digital tools to create an emotionally-charged cognitive attachment to brands in customers. Moreover, it is pretty much digital marketing with a UX design deployment framework. Marketers design pleasurable experiences that are unique and shareable enough for customers to promote their products and brands as well.
Today brands are taking their virtual experiential marketing events to the next level by enhancing their digital content by simply integrating AR content experiences such as; virtual booths, human holograms, 3D product displays, and 360 AR portal experiences.
The global pandemic has accelerated the need for VEM (dio USA, 2020). The global virtual events market in 2021 will reach $90 billion and is expected to surpass more than $400 billion by 2027*
Here are some tips to make your virtual event unique?
- TV-Grade webcast production
- Interactive Sessions with live moderated Q&A
- Stunning Demos with Augmented Reality product demos, human holograms
- Fully Customizable and Branded event platform, exhibit hall and booths
- User-Friendly, frictionless experience combined with 24/7 global support
- Events Analytics to monitor the success of your event and your lead generation performance
3 ART INSTALLATIONS
According to a study in 2020, 44% of consumers prefer to attend outdoor events (YouGov, 2020). What better way to attract attention than through art installations. Experiential marketers know this as evidenced by the numerous brand installations that managed to generate a buzz.
One highly successful art installation was created by the people behind Cloudy with a Chance of Meatballs. If you’ve watched the film (or trailers), you’d remember that a science experiment resulted in the raining of food (or something like that). Thus, people in the cartoons would see all types of food fall from the sky.
What did the experiential marketing campaign do to promote the film? They created big art installations of food sculptures (Simply Creative, 2015) that looked like they fell from the sky. You’d find an ice cream sculpture that seemed like its scoop-first cone-up fell to the sidewalk. Also, there’s an installation of a big burger that they laid down on a flight of stairs.
Another example is lifestyle brand Refinery 29’s a particularly intricate play on its name through an installation that featured 29 rooms, each featuring a brand partner and adorned with its own distinct flavor (HubSpot, 2019). From musicians and artists to esteemed brands like Cadillac and Dunkin Donuts, everyone featured received an aesthetic upgrade.
Surely, these grab people’s attention. Of course, there were signs made to let people know what all of it was about and for.
Many people love art installations. They like to take photos, and they share them on social media. Thus, having a well-designed art installation can give you social media mileage. It gets you conversations and engagement. And, many are doing it. This relatively old trend is still going strong.
4 HOTELS LIVE CONCERT SERIES
The show must go on! This exciting entertainment concept gives concert-goers a safe new way to experience live music, utilizing hotel rooms with balconies overlooking the centralized pool deck, atrium, or courtyards, where hotel guests can enjoy live entertainment from the comfort of their own private balcony and then stay the night. This innovative concept developed by Showpass, reinvents the venue model as we know it, offering an exclusive safe concert experience, topped off with a hotel night stay. Hotels Live will be the first to bring this idea to life and aims to host a variety of Hotel Balcony Concerts across Canada this summer, starting in Calgary, Alberta at the Ramada Plaza Calgary Downtown, kicking off on July 1st.
“There is nothing that compares to the live music experience, but our hotel balcony concerts are as close as it gets right now. By adding more value to each package, such as a VIP box suite, private washroom, room service capabilities, and a hotel night stay, this concept has the ability to get people excited about seeing live music and the hotel experience together,” said Rob Cyrynowski, President, Livestar Entertainment. “Patrons can eat, drink and dance the night away all from the convenience of their own balcony and hotel room, which is something that we could all use more of these days.”
5 HIGH-TECH VENDING MACHINES
This experiential marketing campaign proves you can go way beyond the product in terms of engagement. When executed thoughtfully, experiential campaigns can directly address and make a significant impact on global issues. Coke set out to do just that by creating “small world machines” simultaneously in both India and Pakistan. The hope was that through virtual interaction, the fractured relationship between the two countries could be set aside for a moment and a life-changing genuine human connection can take place.
Two high-tech vending machines were placed: one in Lahore, Pakistan, and one in New Delhi, India. They were each set up at shopping malls where people could pass by and partake in the experience. The high-tech vending machines had built-in cameras that allowed for face-to-face live interactions. The objective would be to communicate, work together with the person on the other side of the screen to achieve cooperative tasks such as mirroring each other’s movements and tracing images directly on the screen.
The experiential marketing campaign was incredibly successful and received many positive reactions from the media. It proved that even a soda company could make bold attempts at positive change through their marketing campaigns.
6 MEANINGFUL CAMPAIGNS
“If you’re going to weigh something, weigh what matters.” With this tagline, Lean Cuisine launched a heartwarming experiential activation. As a company that makes frozen dinners, Lean Cuisine’s messaging focuses mainly on weight loss. And although health is very important, consumers can quickly feel overwhelmed with messaging that solely measures a person based on their appearance. Lean Cuisine was aware of this, and for this experiential campaign concept, they made a decision to focus on something a little different.
This experiential marketing campaign consisted of setting up an installation in the middle of Grand Central NYC where a professional sign-painter would write down the way in which people wanted to “weigh” themselves. Participants were asked how they wanted to weigh themselves, separate from their physical “scale” weight. One woman wanted to be weighed by the amount of love she gave to her kids and another weighed by her work ethic she showed by returning to University. This emotional feel-good experiential marketing campaign quickly went viral to achieve over 204 million brand impressions.
7 FANTASY EXPERIENCES
You might remember Aston Martin from the legendary car chase scenes from the many James Bond movie? And if one had the chance to get behind the wheel and drive this luxury vehicle like a secret agent, why wouldn’t you? This experiential l marketing campaign allowed a handful of lucky Aston Martin fans with the opportunity to drive different Aston on top slick winter ice and skidding like a rock star 007 Agent.
This test drive experience included a braking loop, a slalom course, and a full race circuit. Of the course safe was were supervised by professional drivers in an enclosed yet amply spacious setting. Although only a handful of Aston Martin owners were able to drive on the ice, the experience was shared across multiple social media channels and lifted Aston Martin’s brand visibility. The campaign proved so successful that they’ve continued to execute this experiential strategy every subsequent year.
By creating a highly-targeted experiential marketing experience and following up with a strong social media campaign, the strategy achieved the lift in brand equity and objectives this iconic vehicle was looking for.
At MOUSE, we have 18-years of experience connecting brands with consumers in meaningful ways through integrated marketing campaigns, digital content, and experiential marketing. We have helped develop and grow brands for various industries including; Johnson & Johnson, Mark Anthony Group, RE/MAX, Hudson’s Bay, Shoppers Drug Mart, Cronos Group, FGF Brands, Molson-Coors, and Pepsi to name a few. Feel free to reach out and tell us about your marketing challenge.
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