We all know that “Content is King” but in 2019 this famous quote by Confucius has never been truer…
“Tell me and I will forget, show me and I may remember; involve me and I will understand”
Involve me. How can brands engage their audience (and sell their brand/product) if the consumer is not involved in the brand experience?
This is the beauty of immersive, live brand experiences and why they massively growing as a must-do tactic for marketers. It’s not surprising that 80% of marketers use visual assets in their social media marketing. Video (63%), alone, has also surpassed blogging (60%) in usage as a social media marketing asset. Source Hubspot
When a brand involves its audience in a really engaging way, they will always have amazing visual content at the heart of the experience. Content that the audience becomes a participant in. The current buzzword for this is IMMERSIVE.
Flashmat UK is all about telling brand stories with photo and video content using the latest live event technology for campaigns & events.
In this blog, Flashmat shares our top 5 tips for creating the best and most engaging visual content that will really involve your audience with “best in class” examples of brands and agencies who are killing it in immersive brand experiences.
#1 Play On The FOMO By Using Influencers
Influencers can work across all sectors from beauty, sports, to travel. Choosing the right influencer for your brand is crucial as they will act as an ambassador for your brand on social and ensure they do it authentically.
Influencers are especially popular among the younger 18-24 year old audience. Fullscreen reported that 54.8% of people aged 18-24 trusted influencer posts.
In a recent activation for Cartier, to celebrate the re-opening of the Cartier Boutique store on New Bond Street, Flashmat set up an exclusive video shoot for guests to be the stars of their own Cartier films.
The Green room of the New Bond Street store was transformed into a live, video studio, shot with an LED lit frame. We shot in high definition to capture the best of guests and applied striking effects, edits and Cartier branding.
Our Flashmat videographer @nickrossmedia directed and choreographed guests to express themselves in front of the camera. The Cartier video-booth produced striking 10 second video clips that exuded a luxury feel. Guests proceeded to instantly post their videos on Instagram with #cartierlondon and tag the Cartier New Bond Street location.
#2 Understand Your Audience & Use Their Content (UGC)
Millennials aged 18-36’s have massive purchasing power but connecting with them takes skill, as they can’t be reached by traditional marketing routes.
Millennials are using Instagram more than any other platform. Recent research shows that 60 percent of Instagram’s users are between the ages of 18 and 29, and what is Instagram all about? The imagery.
So tip #1 Make the experience “Instagrammable” with a memorable hashtag and make sure that the production is world class because if it’s not perfect the audience will see any flaw and they will talk about it on social!
Also, don’t forget that when your audience posts the brand’s amazing content on social, that you should be sociable, like it, say thanks and share it.
Our best in class example is The Absolut Porn Star Martini Townhouse produced by Sunshine Company and Scene2.
Fred Butler (Influencer) in The Passion Fruit Kaleidoscope room
The Absolut Porn Star Martini Townhouse was a multi-sensory immersive journey through a Soho townhouse. Each floor brought to life the tastes, aromas and sensations of the 3 cocktail elements – Passion fruit, vanilla vodka and Champagne, ending with a mixologist master-class.
#3 Create Unique Branded Content
The holy grail is to ensure you make a big impression in the first 7 seconds is to make sure your content is unique and has the wow factor.
Live video (especially if it’s also on Instagram stories) is what captures an audiences attention and makes them feel involved.
Mobile video usage has increased by nearly 10 million daily viewing minutes in the last two years.
Millennials spend 18 hours per day with media, and 30% of that time is spent looking at user-generated media. 71% of millennials check social networking sites at least once per day – 11% more than watch TV* Research by Ipsos
In a 2018 HubSpot survey, 54% of consumers wanted to see more video content from a brand or business they support.
So… if you don’t want to be wallpaper, you have to create the most unique, can’t get anywhere else, content! This is even more important if you are an “unsexy” brand.
A brilliant example is by immersive brand experience specialists The Department and their work with Toyota.
Titled ‘The Night That Flows’. This was a seven scene interactive production based in an abandoned warehouse in East London. The event saw 100 lifestyle journalists immersed in the journey of one amazing fictional night as it unfolded across five European cities, to celebrate the launch of the Toyota C-HR. Guests traveled through Berlin, Milan, Paris, Barcelona, and London, with each scene drawing inspiration from of the Toyota C-HR’s design pillars, whilst merging cutting edge technology with the theatrical.
#4 Amplify With PR Tactics
Is it PR’able? If you can earn media coverage as well as having the influencers on board, you’ll be onto a winner.
Reach out to key media before the event and invite them to attend a special preview to ensure their buy-in and to make them feel special. This legwork will help leverage free media coverage and massively amplify the reach of the activation.
#5 Create An Off-Line Keepsake
If you want to create a legacy after the event, you should create a keepsake that people can take home with them.
Stormzy’s 25th Birthday Bash in 2018 is an excellent example of an event that ticked off all the tactics already listed but also had very desirable, limited edition merchandise created especially for the event.
Stormzy partnered with Spotify Premium to deliver a truly memorable birthday experience.
A plane full of family, friends and competition winners joined him at a luxury villa in Menorca for a pool party packed with performances and games.
Flashmat UK worked with Spotify to provide a live photo experience for guests at the party. The guests loved striking a pose with giant summer inflatables for their 4 pose GIF shot taken on the Spotify GIF booth, which are instantly shared on social media, emailed and printed. This was only available at the party, making it instantly a collectors item.
Stormzy’s Birthday went viral on social media, with thousands tuning in to watch his live Instagram stories throughout the day. The Spotify GIF booth alone, generated a reach of approx. 8 million across social media channels.
In conclusion, think of these tips as great tactics for ensuring that your brand experience stands out.
Ask yourself does it have?
These tactics are combined create the holy grail in immersive brand experience. Ensuring the audience is involved and the event is talked about both on and offline.