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Monthly Archives: June 2013

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Posted in Interactive Brand Experiences, Strategy, Tradeshow Technology Bookmark the permalink.

Pharmaceutical Experiential Marketing – Engagement Strategies

June 21, 2013 at 15:16

by Chris Rogne

One of the issues facing pharmaceutical companies recently is the amount of rules and regulations that the FDA and industry regulatory committees have enacted. Giving aways pens and promotional gear depending on the circumstances can run afoul of these rules.

One of our favorite, strong response generators for our experiential marketing campaigns has been the use of simple combinations of data capture in return for the opportunity to win a prize. People are more than willing to share their email address and even answer a survey question in return for the opportunity to participate in a prize give away and/or contest. We’ve created more variations of these contests tying into brand messaging with super results.

So how do you generate similar result generating marketing activations for pharma companies when the rules have become so restrictive in this area?

This issue came up this week in a brainstorming session for an agency partner and here’s a few thoughts from our perspective on to create compelling experiential engagement strategies for pharmaceutical brands:

1. Brand Purpose -It’s always good to go back to the basics and define what is the purpose of the brand.

Marketers tend to focus on the pushing the brand as the most important thing to promote. However, it’s been shown time and time again that focusing on the purpose of the brand can be more important in generating an authentic connection with an audience. For example, a brand’s promise to help empower patients to face their disease and challenges, can help generate a conversation about what’s important and can help the patient. This is different than promoting the brand’s products.

2. Engaging Audiences -Starting conversations is an art. Just like striking up a conversation at a social gathering. It doesn’t have to be over the top, it can be a subtle, simple and fun. Our years of experience in digital interactive continues to come back to simple attractions as an ice-breaker to a conversation. Simple branded games, photo activations or interactive motion and touch experiences catches audience’s attentions and gets people involved. Customizing an experience to blend brand experience with brand promise will also help reinforce brand positioning in the minds of the participants. Subtle, authentic and relevant.

3. Emerging Technology -With the ability to blend new technology with brand messaging, marketer’s have many more tools available to them, than in the past. These tools continue to show great promise for experiential marketing. New technology continues to provide cool ways to deliver complicated messaging, and information to targeted audiences. For conferences and tradeshows, content can be tailored to be as deep as the participant wants and the information can be packaged in the ways that best tell the story of the product or brand. Blending video, pictures, 3D animations and augmented reality are all now possible using touch screens and mobile apps. Audiences want information that’s relevant, accessible and interesting.

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Posted in Interactive Brand Experiences, Strategy, Tradeshow Technology Bookmark the permalink.
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Posted in Events, Experiential, Interactive Brand Experiences, Technology Bookmark the permalink.

Elation Labs – New Wearable Gesture Control MYO

June 14, 2013 at 11:41

by Chris Rogne

Elation Digital’s research and innovation team has been on the forefront of gesture control for several years working mostly as Kinect Hack developers for experiential advergames for major brands for events and tradeshows.

In the last couple of years, this specific area of emerging technologies has garnered more attention as people realize the potential for gesture based controllers for driving all types of experiences from games, to robots, to watching and controlling your TV.

Recently a company we follow, raised an additional $15M to complete their development of a promising new gesture control device that utilizes several different inputs including your muscles to interpolate movement and deliver digital instructions that can control digital input devices. Basically an armband that you wear that connects via wireless Bluetooth technology, you will have the capability to replace other input devices and use just your body to drive experiences.

As developers we are excited to explore the possibilities for our agency and brand partners. We imagine all sorts of interactive brand experiences and experiential marketing opportunities. Imagine a competition game by Char-Broil to have participants flipping virtual burgers at a mobile experiential marketing deployment on their virtual Char-Broil Grill!

Stay tuned!

Posted in Events, Experiential, Interactive Brand Experiences, Technology Bookmark the permalink.
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Posted in Experiential, Interactive Museums, Technology Bookmark the permalink.

Digital Interactive at Museums – Gallery One Cleveland Museum of Art

June 13, 2013 at 13:21

by Chris Rogne

Museums, both corporate and public, have been embracing technology to reinvigorate their exhibits by engaging visitors with incredibly immersive, interactive storytelling experiences.

The engagement level with museum visitors is drastically increased especially with the younger crowds by using the new and emerging technologies to make history, technical information, and art more approachable and relevant. Using touch screens, mobile apps as museum guides, and augmented reality allows visitors to control the experience and interact at their pace and about the information that they find interesting.

Gallery One at the Cleveland Museum of Art is a great example of a progressive museum using experiential interactive to help make information accessible and interesting. Goals of increasing attendance by creating compelling interactives that attract visitors, and by increasing the opportunity for visitors to learn about art in a non-traditional way have been exceeded.

Providing kid friendly interactive zones, where kids can use digital interactive drawing tools, video walls, and interactive touch screen games has increased family attendance and has made museums a destination that kids want to visit.

Elation Digital has been expanding into the interactive museum exhibit space and helping museums develop and implement installations to attract and engage visitors through relevant interactive experiences.

Posted in Experiential, Interactive Museums, Technology Bookmark the permalink. Tagged augmented reality, multitouch, museum interactive, touch screens
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Posted in Events, Experiential, Technology Bookmark the permalink.

New PQ Labs G4S Touch Screens

June 12, 2013 at 07:29

by Chris Rogne

The labs at Elation Digital just received our first batch of PQ Labs G4S touch overlays and the team is reporting super performance. These touch overlays provide multitouch capabilities and the new frame is extremely thin, and extremely smooth. Our development team tried out some of our legacy touch games and the responsiveness speed is dramatically improved. Since our clients deploy many of our interactive games and experiences on experiential tours outdoors, we like to test the performance in ambient lighting conditions. Dragging the equipment out into the parking area, we did a very unscientific yet effective test of a fast moving touch game for one of our brand partners and we detected no issues. KUDOS to the engineers at PQ Labs for continued developmental improvements. Looking forward to trying out some of the larger sizes for video wall installations in a museum. We’ll keep you updated!

 

Posted in Events, Experiential, Technology Bookmark the permalink. Tagged interactive installations, museums interactive, Touch Screen

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