6 ways immersive experiences revolutionize your marketing
The Problem : Marketing gets stale and disconnected from audiences.
So, marketing agencies try to make clever content hoping it’ll get attention. And brands spend tons of money placing ads where audiences are forced to watch them. But there is a better way.
The solution : Create something that audiences find irresistible and want to share.
That’s where immersive installations come in. If done right, they energize and empower customers to become brand ambassadors.
Here are 6 tenets of great immersive experiences.
Good immersive experiences reinforce a brand’s existing message.
Good immersive experiences are irresistible.
Good immersive experiences empower consumers to create things they want to share.
Good immersive experiences add value to customers’ lives.
Good immersive experiences are connected to an overall digital strategy.
Good immersive experiences are one step in a long relationship.
Read more below!
Brands and agencies can’t skip the most important step. Defining the story and positioning the brand properly MUST be the root of any effective campaign — whether live or digital.
One of the best frameworks we have found is the StoryBrand Framework. It positions the brand as the guide, helping the hero (the customer) overcome their problems and win the day. It’s the perfect way to help brands build life-long relationships with customers. And the end result is a “StoryBrand Brandscript” that quickly becomes the source for all of a brand’s communication.
We’ve seen the StoryBrand Framework provide so much value that our team is now StoryBrand Certified, and we’re ready to help you create messaging that works across all your platforms and campaigns.
Stop overpaying for ads that no one cares about. Stop hiring brand reps to stand under a 10x10 tent, handing out swag no one wants.
Compelling live brand engagements are ones that are irresistible. Good brand engagements are ones that audiences want to go out of their way for.
We were working on an engagement for the City of Orlando. It involved lighting up 200 trees around Lake Eola Park in Downtown Orlando. As a test, we took three lights out and lit up two trees. Within 90 seconds, two photographers showed up, pulled out their DSLRs and started shooting. “Will this be here permanently?” they wanted to know.
That’s what we mean by “irresistible.”
Set the customer up to make awesome, shareable content! The goal is to have as many people share as much content as possible.
How many times have you seen a step-and-repeat that was poorly lit? No one is excited to share that stuff.
The better you can make your audience look, the happier they will be, and the more eager they will be to share content they create in your branded experience.
The photo above is from an installation called “Dear Citizen O” that some artists worked to create. I’ve been approached about this experience more than any other. Guests can’t wait to talk about their experience with the installation.
Here’s how it worked :
Guests approached the pop up post office.
They were given letterhead that encouraged them to write something meaningful to another guest.
They dropped their letter into a mail slot.
Then, they pulled out a letter someone else had written from one of a few dozen old fashioned post office boxes.
I’ve been told stories of people framing these letters on their walls at home. And even one couple who invited the recipient of the letter to their wedding… and the recipient went!
Experiences that create that kind of emotional connection are experiences that will be remembered and talked about for a very long time.
Part of the success of live brand engagements are the ways the campaign can be bolstered with online activity. When a guest shows up, creates content, and shares it online, it’s the perfect bridge for the brand to build a lasting relationship!
The lighting installation above was created with a municipal utility company : OUC. During the month-long installation, thousands of people took and shared content from the sculpture. On top of that, our team created content. We did video interviews with the city’s sustainability director, talking about solar power. Artists used the installation to create original content. And tons of photos were shared across social platforms.
All of this amplified the investment in and effectiveness of the live brand engagement.
Live brand engagements create unparalleled emotional relationships with customers. They transform a brand’s ability to turn disinterested consumers to life-long brand advocates.
Here’s the deal. We hope you can implement some of these principles in your marketing initiatives. But, at the Memoir Agency, we know that doing this right is a ton of work. We’d love to take on the load for you. Let us concept, create, and execute an unforgettable live brand engagement that will blow you and — more importantly — your customers away!