In this age of a million distractions, connecting with customers is becoming increasingly difficult, and companies are more willing to try new technology to reach these customers. Some of the most cutting edge technology that is already showing the best results is experiential marketing technology! Experiential marketing technology is any type of technology that interacts with a consumer to improve customer experience or brand awareness to increase sales. Here are just 5 examples of this technology and how they are already starting to show great results!
Unless you have been living under a rock for the past few years, you have seen a significant increase in the popularity of Virtual Reality (VR). The technology completely transports the user to a computer generated, 3D environment. Although most of the interest and articles around VR have been focused on its gaming potential, Virtual Reality can completely change the way companies interact with existing and potential clients. One of the major reasons VR can accomplish this is because of its unique ability to connect with customers and users on an emotional level. For marketers, this function sets VR apart from other channels. Take TOMS’ Virtual Giving Trip. The shoe company’s VR experience took viewers through a giving trip complete with children happy for the shoes and help the volunteers provided. By transporting the viewer to the actual trip instead of just showing a video, TOMS is able to create a unique experience which simple video could not accomplish. This is just one example of how Virtual Reality can be used to connect with potential customers. Expect to see VR marketing become more and more popular!
Thanks to the new iPhone and Pokémon Go, almost everyone is familiar with Augmented Reality (AR). The technology superimposes computer-generated images on top of the real world to provide information or entertainment. AR experiences are launched by trigger images that can be almost anything. Unlike Virtual Reality experiences, AR experiences can be triggered from a cell phone instead of a special device. This feature has made the barrier to entry for Augmented Reality much smaller than Virtual Reality, and marketers are becoming more and more excited about its potential. Arizona Iced Tea, with the help of nuMedia Innovations, leveraged AR to help launch their line of Soda Shaq beverages. All a user needed to do was download the app and hold their phone up to a can. Almost instantly, a basketball game, complete with Shaq’s talking head and leaderboard, would launch and entertain the user. With its flexibility and increase in popularity, marketers are excited about the potential Augmented Reality presents for their business!
Halftime at an NBA game. The players have left the court and people are starting to run for the bathroom and concession stands. Suddenly, the lights dim and the court appears to fall apart. Graphics start to fly around the floor as a mountain appears out of nowhere. How are NBA teams able to achieve this spectacle? NBA teams can transform their floors into almost anything through projection mapping! Projection mapping uses high quality, powerful projectors to turn any object or surface into a display screen. The technology is not limited to simple images as 3D graphics and videos can be cascaded onto a surface. Projection mapping differentiates itself from simple digital screens by having the flexibility to be caste onto any surface regardless of the surface’s shape. How can marketers use this technology to interact with existing and potential customers? To answer this question, all you need to do is look at Ralph Lauren’s 4D Experience in London. The company enthralled and connected with viewers in a way that a few posters and billboards could never achieve!
Interactive Interior Technology
While the average person has probably heard about augmented reality, virtual reality, and projection mapping, they probably have never heard the term interactive interior technology. Interactive interior technology is a combination of interactive computing and display technology designed to give the user more control of their environment while creating unique, interactive experiences. Two great examples of this technology in the real world are interactive LED floors and interactive display screens. As shown in the video below, interactive LED floors respond to touch and can be programmed to deliver marketing messages. Interactive displays screens can be found in range of places, but one of the best examples of the technology is interactive dressing room screens. Customers at a retail store only need to swipe left or right to view themselves wearing new articles of clothing. Interactive interior technology is flexible and can deliver a marketing message to truly interested viewers.
Arguably the most well-known example of experiential marketing technology is mobile phone applications. These apps started as simple tools such as a flashlight or metronome and transformed over time into incredibly complex games and tools. Companies both large and small quickly realized that they could leverage these apps to create an incredibly effective marketing channel. One such company was Ikea. With the ability to scan their catalogue for new information and an AR feature that allowed potential customers to virtually place products in their rooms, the Ikea app quickly became the most downloaded brand marketing app. Corona Extra took a different route to promote their product. Instead of simply giving potential customers more information about their product, Corona Extra created a virtual volleyball tournament to engage customers! By creating a game complete with levels and difficulty, the company built an emotion connection between their product and customers. Mobile apps will continue to be one of the most prevalent forms of experiential marketing technology.