Smart brands have realized the edge experiential has over traditional marketing techniques. Another known fact is that the impact of an experiential activity has the capability of increasing manifold the moment it’s spiked with digital innovation.
Brands have indefinite opportunities to innovate in the experiential space and many are trying their hands on revolutionizing old marketing tactics.
EE picks some examples of brands who have beautifully married digital with experiential in these notable campaigns: 5. Virtual rail by M&S
In the Marks & Spencer store in Amsterdam the brand placed a floor-to-head height screen that was enabled with a touch censor. One could swipe through the catalogue looking for various outfits. Shopping became an easy and fun affair for the buyers with the help of videos being played on the rail. This virtual rail also recommended matches to items that people selected or scanned in the store. 4. Virtual mannequins: We are the future
A hi-tech system was installed in a retail store where once a piece of clothing had been taken off the rack, a virtual mannequin appeared on the screen wearing the corresponding piece of garment.
This digital system made shopping a less tedious affair for the buyers. Once they removed a hanger from the rail, they could see models in their chosen garments to provide them with an idea of how the apparel would look worn. 3. Adidas Digital Media Campaign: Crash & Collide
Crash and Collide digital media campaign with JD sports brought together many interesting opportunities for the consumers to engage with the brand. This experiential campaign integrated with digital media engaged several people to be a part of the activity. Youngsters crowded the store to get clicked and be seen on the live digital window placed in the store.
It also gave consumers the chance to win £1000 of merchandise. Launched at 10 places in the United Kingdom, the activity managed to connect directly with the target audience promoting brand messages at the same time. Guests at the event were then motivated to connect with a Facebook app which generated a unique cover photo for them allowing amplification of the activity. 2. HomeShop 18: Scan and Shop live
TV shopping channel- HomeShop 18 started India’s first virtual mobile aided shopping experience at Terminal 3 of New Delhi’s IGI Airport. This cutting edge technology of creating a virtual wall ‘Scan and Shop’ offered premium merchandise to its customers. Once introduced by Tesco, it is interesting to watch an Indian brand participating in the same league.
The digital wall displayed a large range of products, clothing, fashion jewellery, electronics, mobiles, tablets, accessories, perfumes etc.
Scan N Shop helped users to order merchandise by scanning the QR code displayed against each item. HomeShop18 also enabled the easy cash on delivery payment method followed with mobile payments subsequently.
This had let the tech savvy and smart phone users experience an innovative method of shopping. 1. Coca Cola’s ‘Small World Machine’
Coca Cola has always been a trailblazing experiential marketer and they continue to do so. Through its online video campaign called “Small World Machine”, it managed to connect people across borders.
This initiative helped in linking India and Pakistan through a live communication portal. Two camera equipped coke vending machines were set up in Lahore and Delhi each. The brand used 3D touchscreen technology to project a video on the screen of the vending machine, simultaneously filming a live emotional exchange through the unit. This move enabled people in India and Pakistan to exchange gestures like shake hands, draw peace and happiness symbols etc.
This marketing strategy helped people to improve the already strained ties between the two nations. It helped people emotionally connect with each other and experience the cutting-edge technology and enjoy the drink at the same time.
