Jan 2008 Video Walls & Experiential Marketing
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.