Experience Marketing the Interactive Way

Imagine sitting in your executive suite, preparing yet another quarterly business review while juggling a thousand and one other tasks. You take a sip of coffee and catch a quick glance at your phone notifications when a small square package is dropped on your desk. Could it be a watch? You open it to find a sleek black cube sporting nothing but a “Start/Stop engine” button on one side. The last thing you’re thinking about is buying a new car but allure of what-happens-next is too much—and too clever—for you to pass up. You press the button which initiates a 90-minute countdown timer and sends a GPS signal to Audi. After precisely 90 minutes, a new Audi A8 is delivered for a 24-hour test drive. Audi has literally put you, a very exclusive and often hard-to-please client, in the driver’s seat. With a 100 percent response rate and 24 percent sales rate, the program more than likely more than paid for itself.

Creative experience marketing concepts coupled with ever-shrinking interactive technologies opens up a realm of new possibilities. Macy’s Magic Mirrors have been around since 2010, and you’ve got to think that Google’s purchase of machine-learning company Moodstocks, the blending of  traditional retail merchandising experiences and online shopping will dive even deeper—after training its recognition software using 15,000 photos of shoes from an online retailer’s website, Moodstocks claimed to be able to shop online for all the sneakers on sale in a Macy’s store. And did someone say bacon? Oscar Mayer has developed an add-on phone alarm that releases the smell of bacon. Sometimes, the simple and subtle engagements are blowing in the wind, serendipitously grabbing a slice of mindshare during peoples’ daily routines in places and at times when they least expect it—for example, while waiting for a train.

So, what makes these types of marketing campaigns successful? They serve up and personalize the interaction between a company’s offerings and they’re consumers, but in a memorable, very immersive way. They often engage multiple senses and a person’s surroundings, prompting an experience with a product or service in ways and places we aren’t used to. This is profoundly powerful to consumers who live in a world where so much is becoming digitalized. Paradoxical too is the notion that digital experiences can actually be more personal and engaging than interactions with traditional mediums.

Image Source: www.new-is-normal.com

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Adcetera is a 35-year-old, Houston-based advertising agency made up of the most strategic, most creative people on the planet. Our nearly 90-member team of designers, writers, programmers, animators, strategists, and account service people work like dogs to create memorable content for brands around the world.

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We work with some of the biggest brands on some of their biggest projects (AIG, DOW, HP, HPE, and Sysco) as well as some of the best brands headquartered in our own backyard (Texas Children’s Hospital, High Fashion Home, and Memorial Hermann). Many of our relationships — with our employees and our clients — span decades. We are blessed and we are proud — proud of the work we do and the brands for whom we speak. If what is important to us is important to you, let’s start a conversation. Call or drop in. Our doors are open and our phones are on.