Filed under: Advertising, Interactive Marketing | Tags: Events, Interfaces, Video Walls
Throughout agencyland everyone is talking about what replaces the 30-second spot and standard print advertising to build awareness for brands, and for many marketers it is events and “experiential installations.”
While it is difficult to reach 2 million people with a festival, Innocent managed to get 120,000 people to attend its 2006 event in Regents Park, and if you consider only 10:1 people seeing press articles, interacting with online sites or simply hearing about it through friends you are quickly 1.2 million without counting any media used to promote the event.
Clearly the goal is to leverage the event and maximize the buzz or amount people talk about them. One great technique is to use technology and there are a host of great new tools being made available. Microsoft Surface has gotten a lot of attention but it is only the beginning. 
Consider what HP have done for the WSJ D5 conference or what the entrepreneurs at i-bar are proposing.
It doesn’t take much extrapolation to see every festival, airport and trainstation having a line of interactive walls for people to play with — and in the process learn about a new product or service.
How will they work? Gesture computing and intuitive interfaces … we hope. Take a look at Perceptive Pixels vision on YouTube below.
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Out of curiosity (and on a hunch after reading the post), I just had a quick look on Youtube and there is a video from the Innocent Village Fete event that happened last year, and I found a video posted by an agency (suspecting it’s there for viral purposes): 164 views…
I noticed that for several experiential marketing events, viral or generally most of the online content seems created as an afterthought.
Now, I think it would be worth it to take some extra time and effort in the creation of such a campaign to think of some ideas that would generate valuable online content, without necessarily much impact on the cost of the overall campaign. That would potentially seriously expand the reach of any event.
Comment by Willem January 27, 2008 @ 1:14 pmHello Willem –
Comment by jmorganbaker January 27, 2008 @ 8:31 pmThat is exactly right — if the brand can get the rights, think of the people that would view the live performances (or even highlights) of the acts that perform. Or consider simple applications such as having roving photographers that upload to the event site. The possibilities are endless and the effect on the brand’s reach is huge.