Content In Experiential
Exploring Content That Creates Experiences That Create Content
Welcome to the race for attention, a battle for social shares and likes. There’s never been more pressure for content to perform and you can thank smartphones for the high bar.
The ubiquitous devices—combined with the democratization of content creation technology—have put a constant stream of high-quality content at our fingertips. It’s both a blessing and a curse; with one swipe, your audience can either share your message, or move on to a more interesting distraction.
For marketing activations, that means no LED screen can be an afterthought, and no touchpoint can be a missed opportunity for connection. So how can you ensure every bit of content works hardest for you? We’ve got a few tricks up our sleeve.
Make It Immersive
Screen content is king, and with the advancement of LED technology, those screens are only getting bigger. Now, fully immersive opportunities that were once just a dream have become reality. Transparent screens. Tunnels. Hybrid sculptural installations. It’s all possible.
These mind-bending modalities are changing the way content can be delivered. And best of all, it can be completely interactive. So now, not only is the experience unlike anything you’ve seen before, but it’s also literally customized to each person.
A fantastic recent example is the activation we created for Google Pixel at the 2024 WNBA All Star Weekend. To showcase the unique capabilities of the Google Pixel, we created seven distinct stations perfect for social sharing. Among them was the Portrait Portal, a life-size immersive kaleidoscope tunnel, with colors and designs that enveloped you and morphed before your eyes. The dynamic nature of the tunnel made it such that guests who took a photo there weren’t just taking a snapshot; they were creating art they’d be excited to share (with the help of the Google Pixel, of course).
Activate Their Curiosity
Call it the FOMO principle. Whether you’re letting people in on a secret, or carrying them through a storyline, you want them to feel invested in finding out what’s on the other side.
Case in point: the Chalupacabra. In this activation for Plaion’s video game franchise, Saints Row, we brought to life the game’s famous food truck, the Chalupacabra. That alone might have been cool enough for fans, but what really gave the activation traction was how we utilized digital content to engage even the uninitiated. Instead of a menu, guests who approached the truck were directed to scan a QR code, which took them to a website that broke the news: this is a Saints Row takeover.
Just for visiting the website they were rewarded with a code for a free branded item; and if they watched the game’s full trailer they got another code for a premium branded item.
Not only did our guerilla marketing increase the game’s visibility, but it also demonstrated a valuable point: sometimes the most engaging stories begin with “What the heck is that?” That question may be just the opening you need for your content to hook people.
Engage The Senses
In other cases, the best way to pique people’s interest is by piquing their senses. So much of the content we experience today—looking at you, smartphones—is two-dimensional. But what if we could do more than see and hear something? What if the content could truly be experienced?
That’s the approach we took for an activation for Travel Nevada, to promote their natural attractions. A travel brochure is one thing; being able to feel as if you were at the destination is another. So, we created a 360-degree virtual reality experience, using breathtaking footage shot at some of the state’s most spectacular outdoor destinations. But we didn’t stop there. We further transported guests by offering this VR experience within a glamping environment created just for the activation—complete with yurt, wood deck, and premium campsite furnishings. Not only did guests see what it was like to visit Nevada’s great outdoors, the content was presented in a way they could feel it, too.
In Summary
Whether you’re enveloping guests in the latest LED technology or enticing them to scan a code, successful content in your experiential activation can take many forms. The key is ensuring it rewards your audience for their attention.
