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Monthly Archives: May 2013

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Experiential Marketing and Goal of Emotional Connections

May 20, 2013 at 09:35

by Chris Rogne

Have you ever been at a concert and just really FELT the music?  Just really be part of the moment, the combination of the environment, the sound, the people around you.  Political rallies, concerts, commencement speech’s…It’s hard to explain these amazing experiences and how they can connect with you, but it’s this alchemy that we strive for when we put together immersive interactive environments and interactive experiences.

Connecting on an emotional level is not an exact science, but our team continues to grow at brainstorming ideas working with our agency partners on specific campaigns to add emotion into the equation.  Depending on the brand or campaign, it can be simple and light; a simple game to evoke the positive feeling of enjoying a game or photo experience, or it can be as deep and moving as connecting to a deeper place in peoples hearts; an immersive experience of a profound event, like reliving the Miracle of Fatima, faithfully executed with a life sized holographic visit from the Virgin Mary in the replicated surroundings projected and immersed with surround sounds, environments using the latest in emerging technology.

Experiential Marketing is about reaching people on a one to one basis.  Giving people an opportunity to share their thoughts and feelings with other people and use that opportunity to talk about the brand product in an authentic and relevant way.  We are working on putting together an authoritative case study with research, but our experience is that by adding the emotional connection into the interactive portion of the campaign results can be exponentially improved.  Giving the audience the opportunity to be part of the discussion, and truly be engaged and connected through their emotional feelings will help build brand equity.

Experiential marketing will continue to grow because it’s bringing back the one and one connections that drove discussions, recommendations, and word of mouth “advertising” that was lost during the traditional marketing days.  Technology and digital interactive experiences are helping reach brand and campaign goals and will continue to see growth going forward.

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Agency Speed & Event Marketer Awards

May 17, 2013 at 23:40

by Chris Rogne

We were chatting today about how funny it is that we never have time to work on “marketing” for our company, being busy running around delivering projects and pitching new ones.  We forget to capitalize on great projects and keep reminding each other to send a professional photographer to the next launch of one of our activations.

Our technology team did an incredible engineering feat in our zeal for putting one of the world’s first sea water projection billboards up in Luanda bay just a few months ago and I’m sure Discovery Channel would have dedicated a whole episode of reality TV to all the twists and turns on that project.  Somehow in the course of actually doing the project; floating barges,  chartering airplanes for missing car sized water pumps, building a floating projection stand in the ocean, and carrying suitcases full of cash to cover any unforeseen disasters, we forgot to get a professional videographer!  It would have been a great documentary.

Projects in the last year have been helping our agency partners win awards and industry recognition and that’s something special.  We’re part of a team effort to deliver important pieces in much larger campaigns.  We are a digital interactive vendor to agencies with a goal of helping these partners win more business through good ideas and good execution.

Will every one of our projects end up winning a Guiness Book of World Record, or an Event Marketer Platinum Award?  No, of course not.

But what is cool is consistently delivering award worthy activations that meet our clients campaign goals. Putting in the extra work to make something special.

In providing digital interactive services for our clients, I am continually amazed at the speed in which business is accomplished in the agency and brand world.  I call this warped time field, AGENCY SPEED.   Half of our projects are started with a conversation that goes something like this:

We have a big opportunity,  the budgets are there, the venue is booked, and the brand client is ready to go.  Can you put together a digital interactive experience that’s never been done before using some new technology to help communicate the essence of the brand, and integrate it to social media using video and images.  It would be really great if we could get some crowd sourcing on a facebook app to submit designs for the next release and to vote for a winner during the tour, like the Mountain Dew project….  Oh, and can you do it in 45 days??

And yes, we have delivered on some amazing projects to help our clients out of tough jams including a superbowl event (but that’s a post for another day).  But what’s amazing is the authentic belief that these projects can be done.  The eternal positive view that it’s possible.  It’s this energy and enthusiasm that makes working in the agency world so much fun. I get caught up in AGENCY SPEED and these reach for the moon projects.  Jonathan always warned of drinking the kool-aid.   Of course after celebrating the signed contract, you wake up and have to actually produce the project. Lucky that we have a great team of idealists.  Funny thing is that we seem to create our best work during these distorted bits of reality.  But please remind me to ask for 90 days next time.

2012 Guinness Book of World Record Winner -Chevy Sonic Claw Game in Hollywood California

Chevy-Claw-01 Chevy-Claw-02 Chevy-Claw-03 Chevy-Claw-06 Chevy-Claw-08

 

 

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