Few companies or organizations have leveraged augmented reality events as effectively as the BBC did during the promotion of its Frozen Planet Blu-ray/DVD release. Working together with Appshaker, the BBC created a virtual experience which allowed those at the event to stand amongst player bears, dolphins, polar bears, seals, and other wildlife. The event demonstrated a highly impressive application of experiential marketing, one of the most valuable and underused tactics in the marketing game.
Watch Video – BBC’S Frozen Planet
If you’re unfamiliar with the concept, that’s alright; it’s really quite simple. Experiential marketing engages consumers in as many ways as possible: intellectually, physically, and emotionally. If you’re familiar with advanced teaching and memorization methods such as full-brain learning, active learning, or the method of loci, you might see the benefits. In essence, experiential marketing associates a product or brand with as many forms of memory as possible; by engaging with gestures, emotions, and logical thoughts an event, website, or advertisement can generate a much stronger impression.
The BBC pulled this off perfectly. The highly-realistic, interactive environment generated by the Appshaker team grabbed visitors and didn’t let them go. They also took advantage of onlookers at the event and abroad, engaging their imaginations and giving them something interesting to talk about; polar bears may be a bit interesting, but polar bears and augmented reality will catch anyone’s attention.
Of course, not every company has access to the kind of resources the BBC does, but the basics of experiential marketing work in many different contexts. On the simplest level, any method of mentally or physically engaging the consumer works. A print ad using vivid colors and imagery and implementing textures, smells, or puzzles can make an impact. A website with a high-tech interface, a banner ad with a built-in game, the possibilities are endless. A physical event will always trump the others, though, thanks to the strength of physical memory.
If you’re planning any experiential events in Miami, you need an excellent location if you want your visitors wowed. Based in the Wynwood District, Soho Studios’ 65,000 square foot event space and convention center is one of the best venues in Miami—ideal for any company or organization looking for a new way to market.