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Posts Tagged ‘Brand Experience’
5 elements of a brand experience that work better online
Post by Joss Davidge
Joss Davidge, Business Director, BEcause
A great brand experience will work across multiple platforms integrating experiential, digital and social media to create something special that people will want to talk about and share. The key to an effective multi-channel campaign is in understanding the possibilities and limitations of each platform.
There are certain rules of conversation marketing that apply universally, but there are also aspects to online conversations that cannot be recreated in the real-world and vice versa. In Part I of our two part blog we explore how digital and social media can amplify a real-world experience in ways that offline activation alone won’t deliver.
1. Enhanced targeting
Social media has enabled people to build expansive communities based around their passions and lifestyles. Search and monitoring tools make it easy to pinpoint topics of conversation (including brand-specific ones) and connect with people based on their interests. Similarly the granular level of user data on offer through the Facebook ad platform allows for highly targeted advertising and recruitment to brand pages of only the most relevant consumers.
2. Buzz-building and recruitment
Seeding ‘teaser’ content and conversation across online channels will help build anticipation for an event, developing a buzz that can be tracked and channelled in way that offline conversation can’t. Digital tools such as e-tickets and mobile short codes will help drive recruitment and data capture, with social apps like Facebook events enabling consumers to instantly extend the invitation to their friend networks. In addition to traditional digital channels like email, social media now offers even more scope for brands to stay in regular touch with consumers in the lead up to an event, maintaining interest and improving footfall on the day.
3. Extended reach
A brand experience can now reach hundreds or thousands more online without being restricted by geographical or regional boundaries. The cleverest campaigns will invite consumers to take part in an experience without necessarily requiring physical attendance. Social media also enables those who physically attend to interact with online participants, creating a shared experience that extends far beyond the location, but is still driven by real-world content.
4. Content sharing
Exciting and immersive real-world experiences provide the perfect fuel for content-hungry social networks. Thanks to the popularity of smart-phones and social apps, word-of-mouth can now spread across these networks at lightening pace.
5. Campaign longevity
What goes online will most likely stay online and, if popular, consumer content will continue to spark conversation around the brand long after the initial event has passed. Recruiting participants to the brand’s social profiles will then enable sustained and long-term interaction with fan communities, meaning less reliance on awareness campaigns to reach target audiences in the future.
Digital and social media platforms allow a brand experience to reach and engage with far more consumers, overcoming the geographical limitations of a real-world event. But although online conversation has the potential to be far-reaching, there are still benefits to face-to-face interaction with consumers that online activation won’t replace. Check back in September for Part II – ‘5 elements of a brand experience that work better in the real world’.
Grand Marnier App means that any hour can be ‘Sunset Hour’
Post by BEcause XM
Ad agency ISOBEL has created a great new app for Grand Marnier which means there is no longer a need for the sun to take the perfect sunset picture.
The app provides options to manipulate new or existing images and is being launched in conjunction with the current Grand Marnier ad campaign – ‘Welcome to the Sunset Hour’. The campaign is aimed towards a younger, style-conscious audience through this fun user experience.
The iPhone Sunset Taker App can be downloaded for free at this link: iPhone Sunset Taker App
Source: Truly Deeply
Posted in Stuff we like Tagged app, Brand Experience, grand marnier, iPhone, isobel, sunset app, sunset hour
Time to chill out at the Häagen-Dazs Boudoir
Post by BEcause XM
Here at BEcause, we have not let the lack of sun deter us from consuming a lot of ice cream and now there’s a place to enjoy it even more!
Häagen-Dazs is opening The Boudoir from 14 Jul – 30 Jul and once inside you will be able to enjoy free ice-cream, cocktails, makeovers and classes in anything from life drawing to DJing! Now that sounds like our idea of heaven.
You can sign up on the Facebook page, although we can only imagine these slots will go fast!
Source: urbanjunkies
Posted in Stuff we like Tagged Brand Experience, Fashion, Häagen-Dazs, ice cream, makeover, Pop Up Shop
Shoppers targeted with interactive window displays
Post by BEcause XM
The future of shop windows could quite possibly be interactive. There has been a flurry of activity on our streets recently as more and more companies tap into this fun and fascinating development in outdoor marketing. We think interactive windows are a brilliant way to engage with customers, allowing them to be in control and marvel at the new technology.
At the moment displays are generally playful and enchanting. They capture shoppers’ attention for several minutes, and no doubt spark hundreds of conversations. This really is an interesting way to transform the value of a shop window and align it with our modern, tech hungry leanings.
Posted in Stuff we like Tagged Brand Experience, digital, interactive, shoppers, window display
World’s largest chocolate store opens in London: M&M’s World
Post by BEcause XM
Posted in Industry news Tagged Brand Experience, chocolate, leicester square, M&M's, M&M's world
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Posted in Our views Tagged Brand Experience, digital, Social Media