Experiential Marketing and Goal of Emotional Connections
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.