Engaging Your Audience Through Immersive Campaigns

Advertising has made a substantial switch from print media to digital consumption in the last 25 years, allowing for new forms of marketing to emerge. One good example of this is experiential marketing. This technique is used to promote overall brand awareness through experiences and real time engagement. By reaching out to the consumer before the purchase event, consumers are exposed to a brand in a more organic nature.

When most campaigns are hosted online or within a private digital space, businesses and advertisers miss the opportunity to engage with their consumers on a basic interactive level. Through immersive marketing, advertisers are able to see the direct result of their hard work and creativity.

With the rise of OTT services, social media platforms, and overstimulation in our society, traditional ads go ignored. Experiential marketing helps break away from the norm and allows marketers to hit the streets—literally.

BLIZZARD STORE

Over 30 years ago, the Blizzard was born and with this came a promise; DQ’s signature confection must be served upside down to prove its delicious creaminess. In 2016 they re-enforced this policy with the creation of their “Upside Down or Free” campaign. Kicking it off, they created an inverted experience for any DQ lover, equipped with acrobats, ice cream, and a reassurance in their brand. Overall the campaign garnered almost 5 million interactions and created an experience like none other.

Background: Since its launch, the Blizzard has claimed to be the creamiest ice cream. To prove it, Dairy Queen created a ritual in-store: serving Blizzards upside down promising a spill-free experience or the customer doesn´t pay! Three decades later, this marketing trick became predictable. Even though the Blizzard has introduced new flavors and mixes, the brand needed an original experience that reconnected with its core value: creaminess. Idea: If every Blizzard must be served upside down, then we were going to build a whole store upside down. We constructed a Dairy Queen stand completely upside down. The structure was built from the ceiling down (rather than from the ground up). We hired a professional acrobat who was suspended from the ceiling and posed as a Dairy Queen employee handing out Blizzards. We positioned the stand in one of the main local malls on a day with high foot-traffic. Credits: Chief Creative Officer - Pinky Mon General Creative Director - Chacho Cabrera Creative Directors - Werner Lemke & Kochi Restrepo Head of Art - Roberto Pérez Senior Graphic Designer - Franklin Lu Graphic Designers - Fernando Acosta & Sergio Faria Producers - Samuel Martínez & Alfonso Diaz Stunt - La tribu Performance Stunt coordinator - Walter "Cucharita" Gutierrez Film Director - Chicho Canto Director of Photography - Alvis Gonzalez Art Direction - Grace Solarte Photographer - Paul Castillero Make Up - Bessie Linares Production company: VFX Panama & Geometry Panama Construction company: Contexto Panama General Manager - Mónica Urrutia Account Director - Olga Epifanio Account Executive - Liriola Garcia Planner - Isabella Ortega Digital Director - María Emma Faria Franquicias Panameñas General Manager - Joshua Henriquez Dairy queen Brand Manager - María Arrieta

MINI SHORTCUT

To demonstrate a Mini’s ability to receive real time traffic updates, the British car company sponsored interactive billboards throughout Berlin. By building an immersive experience, German pedestrians were shown the value of shortened daily commutes. Mini was able to create an engaging campaign that had users thinking twice about how they moved through their city.

SNCF

With destinations all over Europe, the French national rail service wanted travelers to know that their routes extended past French borders. With this in mind, they created a user experience that educated consumers through interactive displays. Creating portals to new cities, users were able to see where they could choose to vacation next, via train.

MAILCHIMP

A company that understands its users and how to work the internet, Mailchimp created a campaign that took the world by storm. With a platform that can be used by all, Mailchimp wanted to approach potential users on a personal level. They designed engaging experiences like contests, short films, and snack foods. Through different presentations, they were able to reach multiple targeted audiences with the same message.

Uploaded by Media Marketing Polska Online on 2017-06-20.

When most advertising has switched to digital consumption, it is nice to take a break and see the interaction between consumers and businesses. Inspired or know a really great interactive campaign? Comment below to let us know.