Video | Animation | Touch screen | Interactives | Games
Are you sitting comfortably? Then we’ll begin.
Once upon a time, brands used simple TV ads, radio, press and outdoor to communicate with their audiences.
Then, huge advances in technology came along, so they needed to embrace new ways to tell their story.
They realised that bringing together visual, digital and physical channels had the potential to create much richer experiences, improving brand engagement.
But then many got so carried away, that they forgot why they were doing it.
“Can you make it go viral?” they would ask, hoping for a short cut to fame and fortune.
Sadly this led many down the wrong path, producing poorly thought out communications that just confused their customers.
Eventually, most realised that experiential was just like any marketing channel – they needed clear objectives, precise messaging and relevancy to their audiences, as well as integration with their other marketing.
And, if they used that framework to create great content, it led to higher levels of engagement and interaction with their audiences. If it was warmly received, it was more likely to be passed on.
So the lesson of the story was, in practice, they couldn’t create a ‘viral’ but they could create content which was more likely to become ‘viral’.
Then everyone lived happily ever after.
The end. Or nearly.....
That story might have made you wonder if we have any examples of experiential work that improved engagement with great results. And we’re pleased to say, we do.
Scotland.org’s award winning animation of St Andrew’s story
Robert Wiseman Dairies Miss Mooniverse pagent and dress a cow competition which increased awareness among customers about where their milk comes from.
Scotland.org’s world wide ceilidh to promote Burns’ night which joined people across the globe in a virtual ceilidh where they could upload their own photo and dress their own virtual dancer.
Business Stream’s stop the leaks game to remind customers to turn off their water over the Christmas period.
Highland Spring’s mole launch which supported the launch of their new TV ad.
To discuss how experiential could be used as part of your marketing communications, call Iain on 0131 625 5500.
Some of our experiential marketing
See some examples below or look at more case studies.
We created an interactive infographic to explain how the "Bank of Dave" approach compared with high street banks.
Robert Wiseman Dairies
Our dress a cow app supported our innovative Miss Mooniverse campaign to raise consumers' awareness of where their milk comes from.
Our World Wide Ceilidh promoted Scotland's winter festivals by joining people across the globe in a virtual ceilidh.