Technology over the years has evolved into an indispensable fact into the lives of a consumer. From the new and improved means of communication to the enhancements made in all things around for a smoother life, technology in the modern times has truly established itself as a human’s true friend. Marketers today also want to capitalize on this aspect by coming up with engaging ideas that integrate technology in creative ways to generate valued experiences.
As a result, technological innovations have led to the creation of a variety of diverse experiences for a prospective consumer. This time at EE, we list down 5 of the best technology driven experiential campaigns witnessed across the world.
1-Ben & Jerry’s Ice-Cream Campaign
This particular campaign is an example of how the simplest use of technology can yield into the best experiences for brands as well as people.Ben & Jerry’s executed one of its most successful campaigns which was also their least costly one. By simply tweeting “We are in Burlington. Who wants ice cream?” Ben & Jerry’s triggered a local rush for free ice cream, generated a ton of Instagram pictures, and kept Ben & Jerry’s 59,000 Twitter followers on their toes for future updates. Another highlight of the campaign was that the scoop trucks also delivered to homes and offices, if asked nicely. As a result people in the city got their favorite ice-creams to cherish with an enhanced level of brand value and social media marketing success for Ben & Jerry’s.
2-Western Union Singing Telegram
Western Union has been facilitating the money transfer option for 160 years now. It was only natural that the brand wanted to spice things up while promoting a message that sending money continues to be remain a valid option in the digital age. So it resurrected the idea of a “singing telegram”. The modern singing telegram allowed users to perform duet with a music star such as Snoop Dogg, Timbaland, Sunidhi Chauhan or K’Naan. Face mapping technology combines the users face with the celebrity’s face. The footage can then be e-mailed or uploaded to social media. The campaign, run by 180 Amsterdam, ran for six weeks, reached 50 markets and got coverage in the best of newspapers such as the New York Times, Rolling Stone and others. Truly the use of, technology at its best.
3- Maybelline the GlamourEye Campaign
Maybelline New York, one of the world’s leading beauty brand, partnered with ICED Media and interactive technology platform Rapt Media to educate women globally on how to apply the latest make-up trends through the first-ever interactive video optimized for iPhone and Android, for the worldwide launch of Big Eyes Mascara.#TheGlamourEye leveraged Kelly Framel’s combined audience of over 200,000 while simultaneously localizing the video for Maybelline New York’s global audiences including Canada, France, Sweden, and the Netherlands. In the spirit of product education, one of Maybelline New York’s key brand pillars, the campaign garnered over 1.5 million earned impressions and enabled the brand to engage deeper with the consumers.
4- General Electric Jet Engine Campaign
General Electric, the American multinational conglomerate corporation that deals in technological equipments and machines wanted to come up with a never experienced before initiatives in relation with their brand and hence they hired holographic projection specialist Musion Systems to create a 3D holographic jet engine. Members of the public can go on stage and assemble the engine virtually. Watching thousands of parts float around in mid-air, before they come together to form an engine, consumers could experience the expertise of General Electric’s engineers. GE hired the agency after its technological expertise amazed music fans at the Coachella rock festival in California. The agency drew gasps of amazement when it projected a hologram of murdered rap star Tupac Shakur at the festival, which then performed with real life rappers Snoop Dogg and DrDre for 15 minutes.
5-Nike Chalkbot Campaign
This is one of the most celebrated examples of technology meeting the real world to create experiences that would never be forgotten. Wieden& Kennedy, Portland, Deeplocal and Standard Robot in 2009 created a roving vehicle that imprinted messages of hope sent by tweeters along the route of the Tour de France. It also snapped images of those chalk notes and sent them to those who tweeted them. Meant to promote Lance Armstrong’s Livestrong, the effort led to a 46% increase in apparel sales for Nike. The campaign aimed at creating sentimental experiences through the use of technology and was a big success in attaining memorable experiences for consumers.
