Technology is used to enhance experiential marketing displays by engaging consumers and encouraging meaningful interactions with the product. There are a variety of ways technology can do this and several modern advances in technology are available to employ a fresh and innovative vision. By first igniting a consumer’s interest and then allowing them to participate in the marketing narrative, marketers help consumers make important connections and develop a more significant relationship with the brand.
Some of the most promising technologies to achieve an emotional connection are immersive technologies since many of them offer the most innovative and effective ways to create an integrative experience with their audience. Essentially, they help create a narrative about the product, one that invites the viewer to step inside and become integrated into a new and entertaining world.
Virtual Reality (VR)
This technology uses a headset that embodies a computer to generate and transmit simulations of a three-dimensional, tactile environment that presents the illusion of reality. Participants are immersed in a virtual world where they can interact with a product. It’s a fun and safe way to disarm the viewer and allow them to experience the story without any uncomfortable consequences or pressure to commit. There are some successful examples of campaigns using this technology, such as Thomas Cook, a travel agency based in the UK. Their campaign was called Try Before You Fly. The idea is to allow potential travelers to visit locations virtually and explore potential vacation events they may want to experience during their adventures.
Projection-Mapping (3D)
Another promising technology that is being used more frequently in experiential marketing displays is projection mapping. Images can be viewed on any object, even those without flat surfaces, such as sculptures, buildings, pavement, and of course screens. However, it can also be projected on products, such as clothing, and automobiles, or people such as models, and actors. These images can be filled with vivid, meaningful imagery or symbols and can be effectively used to alternate color, and textures in synchronicity with music, a theatrical performance, or a speaker demonstrating at a marketing event.
The effect is achieved by employing multiple projectors to transform the space and create an immersive 3D experience. The result is captivating and encourages a unique experience where the audience connects with the brand by engaging with the event theme and becoming part of the brand narrative. The possibilities of this technology to create memorable experiences are infinite and can heighten the emotional connection between the consumer and the brand’s story through visual engagement, making it an ideal choice for a variety of venues, such as festivals, trade shows, or conferences.
Augmented Reality (AR)
Augmented reality is an interactive experience that integrates computer-generated content with the physical world in real-time. Sephora, a cosmetic company, uses face recognition to help customers try different makeup products, similar to how filters work on social media platforms. Garnier, a hair and skin care line, employed this technology in its campaign strategy presenting customers the option to try a variety of hair colors virtually by using their cell phone and a selfie or uploading a photo online line via their website.
Ultimately, how consumers experience a product has a direct impact on determining brand loyalty. The objective of experiential marketing is to engage audiences by encouraging them to participate in activities or events that establish a personal connection and develop brand awareness. Combining experiential marketing displays strategically with modern technology can achieve these goals.
