Events and experiences that are entirely created by brands are commonplace. As clients continue to seek ‘unique consumer experiences that bring their brand to life in an engaging way’, the bar has well and truly been raised.
Agencies such as my own are always seeking out new technologies to deliver compelling interactive user experiences across multiple platforms (e.g. screen, mobile, retail, events, exhibitions).
The potential of experiences that can be created using technology never ceases to amaze me.
This is an overview to show what a rich playing field this is.
|
Input |
Process |
Output |
|
Buttons |
Computer |
LED’s |
|
Temperature |
Web |
Lights |
|
Humidity |
Mash-up |
Motion |
|
Heart rate monitor |
|
Sound |
|
Motion |
|
Video Playback |
|
Sound |
|
Twitter feed |
|
Touch |
|
Flash clip |
|
Speed |
|
Printer |
|
Video |
|
|
|
Iphone |
|
|
I love the merging of real and digital within a creative environment, and when animation, installation and real-life performance merge into one.
Imagine the mere act of walking past a shop window causing neon flowers to bloom – what better way to stop passers-by?
Or a device that can detect your mood and tailor a soundtrack to match or alter it – emotional connection with a tangible benefit.
3D graphics coming at you, faster and more elaborately, the faster you run – what a great in-store experience to promote new running shoes.
This is a rich playing field for brands to entertain and engage consumers, but too few in Singapore are exploring this exciting territory.
Some impressive examples from around the world:
LEGS & Mother Take Over The Standard NYC
The real challenge as I see it is persuading more traditional thinkers that this brave new world can deliver your product benefit with emotional impact and tangible, measurable results.
Technology for the sake of technology may create an impressive visual extravaganza, but without a clear path-to-purchase may not lead to sales.
Finally, agencies and clients don’t need to look abroad for the talent that can create these experiences – there is an extremely talented group gadget and technology enthusiasts who are starved of good interactive environments right here in Singapore and Asia.
Our role as consultants should be to keep abreast of developments in technology and package it up in creative propositions that are uniquely relevant to our client.
Tags: creative, experiential, Technology
This entry was posted on Tuesday, August 31st, 2010 at 3:33 pm and is filed under Advertising, Brand, Marketing. You can leave a response, or trackback from your own site.
Brave New World