The Key Points to Building an Awesome Experiential Marketing Campaign
Experiential marketing, as we understand it, should be used as an experience or belief in the surroundings to drive the point home, rather than as a medium. Some of the key points that should be kept in mind for building an awesome experiential campaign are:
Active, not passive engagement – unless the audience is actively engaging with your brand, there are chances that the fallout rate might not drop down.
It has to be live – The world wide web is the largest rabbit hole that has limitless resources to offer to your audience, but what makes your campaign stand out is the belief that right now, right here, someone is watching or listening to the attendees from the other side.
Multi-sensory – being able to engage multiple senses at once has been the essence of the sentient being from the times immemorial. Make sure you touch upon this very trait of us.
More importantly, a brand has to be in accordance with the fact that their audience consists of humans, it is not some users or consumers. It limits the scope of principles that forge an immersive and interactive campaign. The gamut of experiential marketing, coupled with the emerging technologies, extends its ambit to encourage more utility and provides opportunities to the audience to get closer to brands and their products.
“When you do it this way, it prepares brands for the next thing. It doesn’t stop with AR/VR and the Metaverse. There is always going to be something lurking down the path”. – Eric Bee, R/GA
The Road That Lies Ahead
Deriving from the words of Eric Bee, it is in the best interests of every brand out there experimenting and trying to build a digital immersive experience for its audience to take a utilitarian approach to its campaigns.
There have been multiple instances that shed new light on the use of these creative, emerging technologies, some of which comes through the video game platform, Roblox. The company has announced a plan to build a Metaverse all around its players – it wants to create a virtual space where people can come together within millions of 3D experiences to learn, work, play, create and socialize. Roblox is doing this by bringing brands together with developers to build custom-made virtual spaces for brands to capture and cater to their audience in Roblox.
“Overall, our vision for these activations on the platform is to encourage brands
to create authentic and native connections with their fans, which enhance our community’s shared experience without interrupting what they are already doing”. – Christina Wootton, VP of Brand Partnerships at Roblox.
Some of the other examples are Balenciaga’s 3D billboard in Piccadilly Circus London with Fortnite, that shows Balenciaga’s virtual Fortnite garments and the association of Jailbreak and NASCAR, in which NASCAR provided audio resources to make their cars sound like real in Jailbreak. There have been many instances of virtual concerts in the Metaverse, with artists like Travis Scott, Ariana Grande and Marshmello teaming with Fortnite to put up shows of unprecedented global scale, and revenue.