“The past is a foreign country; There they do it differently. "- L.P. Hartley
This quote could very easily apply to past brand experiences: a good-looking stand at a specialist event, an annual day at the races for your existing customers, a newsletter. These were valuable in their time, but they come from the past and we have now moved on. Good brand experiences today are live events, exhibitions with virtual and augmented reality, and envelopes on social media.
Your brand is not just on the giveaway pen that people leave behind anyway. it is in the walls, it is in the photos that are shared, it is in the DNA. We don't sit with some stickers in a box at a table at the front desk and ask people if they want to participate in our raffle for a t-shirt. We need to immerse our audience in our brand and show them how we can make them feel positive about our brand and react to it.
Multi-sensory, cross-disciplinary and unforgettable
Chris Cavanaugh, CMO at Freeman, a world-class brand experience company, said: “When they are well crafted, brand experiences inspire new thinking, connect people in a meaningful way, make audiences act like no other medium, and as a result, they deliver results. Ultimately, the measure of any medium is its ability to move your audience further and faster, and brand experiences do it in a really compelling way. "
Instead of giving people a giveaway or gimmick, marketers should now focus on bringing people into a community that connects them in a way that only their brand can. This can be done by connecting with like-minded people or by creating trust and comfort in a brand.
In addition, every consumer should feel like the center of the virtual universe built just for them. Create a situation in which you inspire a customer and then give them the impetus to share their experience with others who, if they exist in the same brand ecosystem, have real empathy for your brand.
Rap artist Travis Scott recently attended the live music event of the year. Incredibly, it was a ten-minute sentence that took place in the online video game Fortnite. It was seen by millions of people and he went to Twitter afterwards and wrote, “To be honest, today was one of the most inspiring days. Love each and every one of you. And I know that times are strange for us. But for a moment it's amazing to have anger wherever you are. "
We can only assume what the “tantrums” are, but the point is that the artist was clearly inspired, excited and delighted to be able to reach and touch so many people immediately. On the part of the audience, twelve million people unaffected by the global ban watched the game, while millions of others were streamed from platforms like YouTube and Twitch. It's not even close to saying that they all felt like one in a million. it was their concert on their screens for them; every single one of them.
Go the extra mile
Fortnite developer Epic Games went one step further in terms of creativity, hard work and real passion for its players. The fans were encouraged to enter with a lot of time, and millions then gathered around a virtual stage and waited for the kick-off. After two songs, the virtual stage exploded and Travis Scott became a giant who stepped across the game's landscape and followed millions. An incredible spectacle for everyone and the players even got virtual “microphones” that could be panned in the air.
The only people who did not benefit from it were those who were not involved, as there was everything you would expect from the music event of the year. In fact, it was such a powerful and memorable brand experience that some said it could have been a generation's marketing event.
Of course, this does not apply to every sector, but that only increases its value. Fortnite players shared something unique and spectacular, something they won't forget and that will definitely make getting a branded giveaway better.
Embrace the epic
Marketers need to consider technology, creativity, data, and diversity to keep users happy. If not, they will be left behind. The technology has to be the best so that creative teams can make the most of their talents (e.g. create a giant rap star who walks through your virtual landscape in front of up to twenty million people). Tech should be seen as a storytelling medium, and your stories need to touch and strike a chord with your users.
Data from such experiences can be more valuable than ever. Clear the way for participants to move on to the next level, show them that you know what they want and need, and create the comfort and trust they deserve.
Be diverse; Don't miss a trick by alienating anyone or anything – think of the number of backgrounds, ages, races, and really all the demographic parameters you can think of that brought Epic Games and Travis Scott together in those ten minutes.
We can't promise you global rap stars, nor can we guarantee that you will become a global rap star, but we understand technology, creativity, customers and listen. If you are curious or have questions about how you can benefit from creating experiences for your customers, you can contact us at www.appetitecreative.com.
Jenny Stanley is the founder and CEO of Appetite Creative Solutions
This article was written by Jenny Stanley of The Drum and legally licensed through the NewsCred publishing network. Please direct all licensing questions to email@example.com.
Originally published May 27, 2020 at 2:08 p.m.