By Roxane Morgan
VR / AR / Gamification – Placing your customer inside your brand story with experiential marketing
Whether bitter or sweet, our first experiences are powerful. They become the yardstick against which we measure all our life moments – the first kiss, our first day at school, a baby’s first smile and that first broken heart.
Experiential marketing connects with customers to create an exciting “first” experience that invites and encourages them to participate in the growth of a brand or a brand experience. Using Virtual Reality (VR), Augmented Reality (AR) and Gamification in your experiential marketing, you can create a multi-sensory experience that not only places the customer in your brand story but invites them to stay there for a long time to come.
The technological revolution has injected new life into the old. Experiential marketing has been around in different forms for years but was revolutionised through the development of technology used for VR, AR and Gamification.
VR, AR and Gamification are most effective when it takes the customer on a journey through the buying experience they never expected. It’s when brands find a way to become a part of the customer’s life moments like first cars, having a baby and going to university – that ”brand love” is born.
While traditional advertising does an excellent job at providing awareness at its different touchpoints, in some ways it tells the customer how to feel and keeps them passive. Creating moments of immersion builds experiences that what will leave the customer changed and elicits an emotion that money can’t buy.
Keletso Nkabiti, the Brand Strategist at Idea Hive specialist digital brand storytellers, says, “The brands that inspire us, tell stories we can relate to. The brands we love and remember, tell stories that cast us as the main character. Using technology, we can create extraordinary experiences and bring customers on board as co-creators. It’s an exciting time to be a digital marketing agency.”
Examples of experiences created using technology or a combination of technology and tactile, to give you ideas to use in your industry this festive season to capture the attention, or rather the adoration, of customers:1. Martin Garrix puts on a music show for the deaf community – Tactile audio systems and Projectors
2. “The Glenlivet Code” tests the palates of whisky connoisseurs – Gamification and AR
3. Samsung and NASA Moon Walk – VR and 4D
4. Merrell Trailscape Experience – VR and Motion capture and Tactile elements