7 Technologies & Hardware That are Essential to Create a WOWSOME Experiential Marketing Campaign
For successful, results driven Experiential Marketing - you need the best tools for the job. These 7 key technologies help you design a winning Experiential Marketing campaign and achieve your marketing goals.
7 min read
Experiential Marketing is a timeless approach used by companies to create engaging experiences for their customers. With the rise of new technologies, marketeers have a lot of new avenues to capture the attention of potential customers. While social media has been overused as a tool, new technologies such as mixed reality and augmented reality are coming up that are much more immersive, personalized and impressionable. In this article we will take a look at some of these technologies and the hardware you will need to set up a successful Experiential Marketing campaign:
Augmented Reality Devices
Augmented Reality superimposes graphics over reality and creates an immersive experience for users. It has found many applications in Experiential Marketing such as Magic Mirrors and Augmented Reality Games.
There are a variety of devices available in wearable technology market. The hardware you might need to incorporate augmented reality technology in your experiential marketing campaign includes Augmented Reality glasses, augmented reality headsets (e.g. Microsoft Hololens, Magic Leap Lightwear), Mobile devices with AR capabilities (e.g. Google Tango), cameras to record user's reactions and superimpose on it.
Check out how Augmented Reality is used in Interactive Print. On scanning a print ad or a printed business card, relevant visual content gets augmented over the ad space on the print paper. No matter what angle the ad is viewed from, the augmented content still manages to be on the same print space. Try it out here.
Virtual Reality Devices
Virtual Reality technology takes the immersion to the next level by creating an alternate world that people can experience. Using Virtual Reality you can create 360 degree games, entertainment content, videos and even adventure rides.
There are a variety of virtual reality devices available in wearable technology market. The hardware you will need to use VR in your experiential marketing campaigns is mostly a VR Headset such as Google Cardboard and Oculus Rift.
Secondly, you'll need customized content that showcases your brand and is compatible with the VR platform you're working on. You might also want to go the extra step and set up VR motion simulation chairs that move in tandem with the content that makes the experience more life-like.
Mixed Reality Devices
With the ability to let users interact with virtual objects in real life it goes the extra mile from Augmented Reality while keeping it in the real world. It responds to real world actions thereby putting the users in center.
Mixed Reality technology is implemented in two ways:
Firstly, by using wearable technology such as mixed reality headsets (e.g. Microsoft’s HoloLens) you can impose virtual scenes in front of the users to let them interact with the content and your brand.
Secondly, you can put cameras to record user activity and generate content that engages the user accordingly. A motion sensor is required to accomplish this recording of human activity.
Gone are the days when objects were manufactured at factories and shops. In the age of 3D printing technology, you can print anything you want at the comfort of your home.
Be it food, equipment, toys or merchandise, nothing is beyond the capabilities of this technology. The biggest advantage of it is that it can add a personal element to each item that is being printed. Brands like Oreo and Coca Cola have used it in the past to create customized experiential marketing campaigns that generated a huge buzz.
3D Printed Minecraft Landscapes
Even though 3D printing technology has been around for a while, it is still on the expensive side depending upon the complexity of your campaign. Brands like MakerBot, CubePro and XYZprinting have brought this technology to India with economical printer available on the market. Other than the printer itself, it’s special material ink is also required in different colors.
Sensing technology works the best in tandem with other technologies such as AR and MR. Sensing motion of the users allows for a lot of different forms of activities that can be incorporated into the campaigns. Be it cheering for your favorite team, dancing, or jumping using an excitometer or just posing, motion sensing makes people engage in physical activity with and for your brand.
In addition to motion sensing, weight sensors, depth sensors, skeletal tracking system, infrared sensors, etc can also be used. Look at how WOWSOME used excitometer to launch Mahindra Supro vehicle. Users show excitement to make the vehicle move faster. Motion sensors would detect the excitement level of the game player and communicate the same to the gameplay.
To integrate this into your campaign you can use Microsoft’s Kinect sensor which is a handheld peripheral device that can sense motion. Using this device, the user can play games and interact with on-screen content. It can be used with Xbox One and Microsoft Windows PCs.
Also check out how WOWSOME used weight sensors to create an interactive quiz game to help P&G recruit talent from IIMs across India. WOWSOME used an interactive solution to show users the features of P&G's work environment. Without any touch screen interactive kiosk, users interacted with the screen by using their gestures and body movement.
Internet of Things
This technology connects multiple devices and products to the internet to communicate with each other. Many IoT powered consumer devices such Amazon Alexa and Google Home are popular in the market nowadays. From smart washing machines, smart wearable devices to smart beer bottles, brands have tried it all to engage users with their IoT powered products.
Check out how WOWSOME used weight sensors for P&G's recruitment drive. Out of the products kept on weight sensors at the interactive kiosk, a user had to pick up the correct product to answer a question displayed on the screen. Motion sensors would detect the object picked by the user and communicate the same to the quizzing game.
To power up products and merchandise with IoT you need to use a variety of sensors that communicate different information to you and with each other. They can be basic IoT sensors such as Temperature, Humidity, Motion and Light sensors connected to a communication device.
For more complex campaigns, you can use advanced wireless IoT sensors that track GPS Location, Acceleration and Direction. To demonstrate how you can incorporate such sensors in your products, let’s take a look at how Heineken did it. To market their Heineken Experience museum in Amsterdam they dropped IoT/GPS powered bottles across the city that led them on a treasure hunt that ended at the museum. Here’s how they used various sensors in their bottles.
Another essential technical component for your campaigns will be different kinds of screens. Depending on the campaign you will require bigger LED screens, smaller tablet screens, or green screens. The thing to keep in mind when deciding the right size is the number of people the screen can serve in a given time, based on your experiential marketing campaign.
Larger screens are better for group activities and smaller ones are good for individual activities. In tandem with screen based activities you will also require a depth sensor as well to ascertain how far the crowd is to detect it’s activities and capture reactions. Depth sensor is also an essential component for AR and MR setups. Green screen is usually used to produce AR video content. It can also be used for live campaigns to gather user generated content.
We have so much to benefit from the latest experiential marketing technologies such as Augmented Reality, Virtual Reality, Mixed Reality, 3D Printing, Motion Sensing, and IoT. A lot goes into making these technologies work the way you want them to but the rewards are equally great. Through this article we have tried to help you navigate through all these technologies and what you need to incorporate them in your experiential marketing campaigns. Hope this helps you in creating technologically smart campaigns that stand out from the rest.