A factor that played an essential part during our evolution as Homo Sapiens and in making our species gain the centre stage has been the cognitive revolution that we underwent several millennia ago. And gaining traction today, on similar lines, has been our corporate culture, with brands going to great lengths to stay afloat in this competitive market. Marketing strategies today are ripe with brand activation solutions and experiential marketing technology.
Consumer engagement has been revolutionized with this new approach in marketing. Here, brands create live, one-on-one interactions with the consumer to make them a part of the brand and its evolutionary process, rather than making them a passive receiver, as was the case in traditional marketing.
With the advent of modern sophisticated tools at our disposal, humankind has benefited tremendously in all spheres of life, a comfort hitherto unknown. This advancement is not limited to just everyday necessities, it comes across in our marketing endeavours as well. Tools like virtual reality, augmented reality, holographic technology, etc., augment the sensory perceptions to an altogether new level. This is done either by creating a new reality, stimulating users’ imaginations or modifying perceptions by adding layers to the reality as in the case of augmented reality.
DIESEL, for example, has had success in experiential activation campaigns. In one of their fashion shows, they designed a rich sensory experience for their patrons by creating a virtual underwater world around the models during their ramp walk. Experiential technology for events like these, apart from etching indelible experiences in the mind of consumers, get them much closer to the host, i.e. the company helping in brand engagement.
Brand activation solutions are deeply ingrained with technological aids that make the experience and communication more effective. Hence, each significant innovation in that technology creates more opportunities for quintessential experiential marketing for events. With the trend of utilising experiential technology for events reaching a new high at the arrival of 2020, here are some of the latest advancements that are all the rage today:
This type of experiential marketing technology uses buildings, surfaces and objects as a screen for video projections. The displayed image by the projection maps over the already present designs and elevations of the surface below. Adding a new layer to the present reality, it gives a unique experience to the viewers and conveys the message you wanted.
Wearable technologies, the Apple watch for example, usually provide the company with information about you. This may include your personal interests, likes, activities and even your location. Combined with RFID, the user can be tracked and the organiser of experiential marketing for events can provide them with fun brand activation solutions at some geographical check-points. It is a technology that has a lot of potential for multiple tasks in daily life along with the leisure of marketing strategies.
When the world was taken by the storm of Pokemon Go, we knew that augmented reality had taken the reigns of the future of marketing and brand activation. Marketers across the world had taken notice and soon enough, big and small use of augmented reality along with an array of different experiential technology for events were popping up. While Virtual Reality needs gears like headsets and can get restrictive, mixed reality has evolved to be free of such constraints. People will be able to see virtual objects without the assistance of digital devices, making it a huge leap with practically unlimited potential.
There are other less popular technologies whose creative uses in marketing have rendered interesting results for both the hosts and the audiences. Modern photo booths and holographic technologies are prime examples that come to mind. There are many aspects to how such technology changes experiential activation campaigns.
There are very distinct pros and cons in regards to the use of new innovations in technology for marketing purposes. For better comprehension, here are the advantages and challenges of digital technology in experiential activation campaigns:
We often believe that new technology is the solution to all our problems and a similar belief has started prevailing over the marketing industry. While technology does play a large part in experiential activation campaigns, it is the human element that defines the plan and just how will the magic happen when all of it comes together.