Interactive Marketing, also known as Experiential Marketing, aims to evoke an emotional response through physical interaction with the brand or product. You could say Experiential Marketing is changing the advertising game in this way, as it is no longer enough to just show your audience what you’re trying to sell. Many campaigns we’re seeing recently have incorporated an interactive element of some kind into the advertisement or experience, an element that is making adverts more memorable than ever before.
Remember in 2013 when you couldn’t turn on your TV or even go to the movies without seeing the Molson Canadian Beer Fridge advertisements? Well, this little PR stunt was a memorable example of Experiential Marketing. It took a product, put it out into the world with a physical element to it, and encouraged its audience to interact. Not only was there a reward for the participants (free beer) but Molson successfully managed to cause a HUGE buzz around their product after showcasing the experience to the rest of Canada via TV/Movie commercials.
As the marketing landscape grows and becomes more cluttered, more companies have started incorporating some form of experiential advertising into their marketing strategies to break through and engage with their audiences. They understand how difficult it’s becoming to catch and maintain the attention of their audience now, so what better way to do that than allowing them to get involved and interact with the product or service they’re trying to sell?
One way companies are bringing their advertisements to life is through Augmented Reality, creating [often hilarious] experiences to leverage their brand. Just take a look at what Pepsi Max has been doing with bus stop ads, to their unsuspecting audience.
Not only is this ad unique, but the people who saw and interacted with it will probably never forget the experience they had.
There were several components that made this campaign successful, but what made it the most memorable was the innovative use of augmented reality to create amazing (and often surprising or shocking) visuals for transit users; the audience also didn’t feel like they were being advertised to, which is important when advertising to younger generations (people don’t appreciate a pushy product). Even though the content in the ad didn’t directly relate to Pepsi, the use of Augmented Reality helped to promote the brand, leading to a wildly successful and fun campaign.
So, doesn’t Experiential Marketing seems like a pretty awesome element to budget into your next marketing strategy? Good news is, these experiences don’t have to be an expensive or complicated way to get the word out about your business or product. Thanks to social media companies keeping up with trends in technology companies can create an interactive experience, or entice their audience to interact with their product or brand, from the comfort of their home computer. Heck, some options are even free!
Companies looking to raise audience engagement via a low or no cost initiative can now utilize options through marketing platforms, like Twitter’s conversational cards that can be used to reveal exclusive content if they vote and share, Facebook and its polls option, or even Instagram with their new Instagram Stories Quizzes option! Overall, this is a great tactic to break through all of the online noise and stand out from the typical display (and sometimes spammy) advertising.
Starting today, you can use the new quiz sticker in Stories to ask your friends and followers a multiple-choice question. See how well your friends know you. 🤔🙃 pic.twitter.com/a6y1PaOnSY
— Instagram (@instagram) April 23, 2019
That being said, though, there are a few things to keep in mind when creating an interactive experience for your audience, and lucky for you we’ve compiled a list of things to keep in mind:
- Be engaging without being disruptive. Nothing’s worse than scrolling through your social feed only to be served an invasive or spammy ad. There’s a fine line between disruption and fitting seamlessly within a user’s scrolling.
- Stay on message. Okay, this might seem a bit redundant, but it’s still important. By keeping your messaging in line with your branding message, you’ll be able to engage with your users in a way that can build awareness for the product or service you’re selling. This makes the overall experience more enjoyable and memorable for the participants.
- Be social. Engagement is a two-way conversation – you need to be social with your users to allow them to engage with you.
- Think outside the box. Again, this may seem redundant but when things get too repetitive, things get boring. The digital world offers nearly endless possibilities in terms of creativity, so get creative! By staying on top of marketing trends, you’ll stay relevant to your audience.
- Grab attention with visuals. Your audience is usually on-the-go, busy, and/or distracted, which means you need to find a way to not only capture their attention but maintain it long enough to get your message across. Make your experiential marketing campaign not only look great, but make it something they can’t ignore.
- Know your audience. When it comes to experiential market, you want to focus your efforts on an audience you know will be more likely to engage. So take some time to do the research on your audience: where do they shop? Where do they spend most of their time? What competitor products are they purchasing? Knowing your audience and how or where to reach them means better results for your efforts.
Experiential Marketing sounds like a pretty awesome way to reach your audience, but maybe you’re not entirely sure where or how to start. Look no further! adHOME Creative is well versed in not only digital but all things interactive! I mean, just check out this interactive virtual reality campaign, ‘The Silent Killer’ we put together for TSSA, where passersby and moviegoers were entertained and educated about the dangers of Carbon Monoxide.
Looking at this campaign, how well do you think we did according to the rules above? Let us know in the comments!