Interactive Installations Elicit Engagement That Bridge Gaps Between Brands & Audiences: Maxperience’s Arvind Balan
Embarking on a journey into the realm of interactive installations, brands transcend traditional marketing boundaries to create immersive experiences. In this exploration, the mushrooming trend of interactive installations and their profound impact on consumer perceptions and behaviours makes for a safe bet. These experiential activations redefine brand-consumer interactions, offering audiences a multi-sensory journey that goes beyond passive engagement. By intertwining technology, art, and storytelling, brands are cultivating emotional connections and fostering memorable encounters. Brands are still discovering how these innovative approaches are reshaping the marketing landscape, influencing consumer decisions, and driving brand loyalty. Through an in-depth investigation, brands and agencies are trying to uncover the strategies behind successful interactive installations, examining how they captivate audiences, amplify brand narratives, and leave a lasting impression in the minds of consumers.
Arvind Balan, CEO, Maxperience discusses at length with Everything Experiential about interactive installations helping build emotional connections between consumers and brands, contributing to consumer engagement, whether these lead to long-term changes in consumer attitudes towards a brand and more.
Excerpts:
How do interactive installations foster emotional connections between consumers and brands, and contribute to consumer engagement?
I firmly believe that interactive installations play a pivotal role in enhancing experiences and establishing profound connections with the audience. At Maxperience, where we have been crafting interactive installations for many years, we've come to recognize the paramount importance of thoughtful ideation and creativity. The driving force behind the immense engagement these installations elicit lies in their ability to bridge the gap between brands and their audiences.
Interactive installations serve as dynamic tools for forging enduring emotional bonds with consumers. Unlike conventional advertising methods that rely on passive interaction, interactive installations beckon active participation. For instance, envision a scenario where a brand orchestrates a simulation enabling consumers to test drive the latest model in a meticulously crafted environment. This hands-on engagement empowers consumers to connect with the product on a profound level, fostering a sense of ownership and attachment.
Moreover, interactive installations often weave elements of storytelling and immersion, thereby etching indelible memories in consumers' minds long after the event concludes. Whether it's delving into cutting-edge technology or experiencing the exhilaration of driving a high-performance vehicle, these installations evoke a spectrum of emotions that resonate deeply, establishing a personal connection between consumers and the brand.
Do you think interactive installations lead to long-term changes in consumer attitudes towards a brand, or are they more effective for short-term engagement? And why?
I believe that interactive installations have the potential to influence consumer attitudes towards a brand over the long term. While they may initially serve as attention-grabbing marketing tactics, their impact extends far beyond the duration of the event. I have observed that positive experiences during interactive installations can leave a lasting impression on consumers, shaping their perceptions of the brand for years to come. For example, a memorable touch and feel of a car at a brand-sponsored event can create a strong association between the consumer and the brand's values of product experience and innovation. Over time, this association can translate into brand loyalty and preference when it comes to purchasing decisions. Thus, while interactive installations may yield immediate results in terms of engagement and interest, their true value lies in their ability to cultivate enduring relationships with consumers.
According to you, to what extent do interactive installations contribute to brand loyalty and repeat purchase behaviour?
Over time, I have witnessed that interactive installations play a pivotal role in building brand loyalty and encouraging repeat purchases in the automotive industry. By providing consumers with firsthand experiences of a brand's products and values, these installations create a sense of trust and familiarity that extends beyond the event itself. For instance, a consumer who participates in a virtual reality tour of a brand's manufacturing facility may develop a deeper appreciation for the craftsmanship and quality of the vehicles. This positive experience can instil a sense of loyalty towards the brand, making the consumer more likely to choose their products in the future. Additionally, I believe that interactive installations offer brands an opportunity to showcase their latest offerings and innovations, keeping consumers engaged and interested in what the brand has to offer over time.
In terms of effectiveness, how do interactive installations compare to other forms of experiential marketing, such as pop-up events or brand activations?
While pop-up events and brand activations can be effective in generating buzz and attracting attention, I believe that interactive installations have a unique advantage, based on my experience, in terms of engagement and immersion. Unlike static displays or promotional booths, interactive installations invite consumers to actively participate and interact with the brand's products and messaging. For example, a pop-up event might feature a static display of vehicles for consumers to look at, while an interactive installation allows them to experience the vehicles first-hand through virtual reality simulations or displays. This hands-on approach not only captures consumers' attention but also creates memorable experiences that leave a lasting impression. As a result, interactive installations are often more effective at driving consumer engagement and fostering emotional connections with the brand.
What future trends do you foresee in the evolution of interactive installations for brand experiences, and how will they continue to shape consumer perceptions and behaviours?
Looking ahead, I believe that interactive installations are likely to become even more sophisticated and personalised, thanks to advancements in technology such as augmented reality (AR) and artificial intelligence (AI). Brands may leverage these technologies to create hyper-realistic simulations that allow consumers to customise and interact with virtual vehicles in real time. For example, consumers may be able to design their dream car and test drive it in a virtual environment, providing a personalised and immersive experience that resonates with their individual preferences. Furthermore, interactive installations may also integrate data-driven insights to tailor the experience to each consumer's unique needs and interests. By leveraging technology in innovative ways, interactive installations will continue to shape consumer perceptions and behaviours by offering compelling experiences that forge deeper connections between consumers and brands.
