In 1989-Comedy Back to the future part 2, Marty McFly future travels in the high-tech, space-age-by 2015, where he meets, among others, dazzling miracle, a shark hologram advertising jaws 10.
This type of advertising is called experiential marketing, where consumers are deeply immersed in a brand in a way that the novel, soulful, and unforgettable.
Advertising on the web, TV, radio, print publications, billboards and elsewhere is here to stay. But it is complemented and reinforced by the rise of experiential marketing with the help of a powerful new, ubiquitous technology. In contrast to traditional forms of advertising, it initially seems as if the experiential is not marketing scalable.
But it does.
Back to the future deserves recognition for the prediction of the augmented reality experiential marketing, but it could not to predict the trend that it makes, scale: smartphones, selfies, live-streaming and social media.
Marketers of content. But with experiential marketing, you experience, creators and consumers are able to generate and transmit the content. (This is a good thing, because the consumer can find content created and shared via social media more of an impact than traditional forms of advertising.)
A current study of the research of Freeman found that more than one in three CMOs expect to spend between 21% and 50% of the budget for experiential marketing.
Experiential marketing is popular, but expensive. And the expenditure to explode now. But he is not preparing.
Why companies are not prepared for experiential marketing
The idea that experiential marketing is a large part of the budget is undisputed. It comes definitely. The costs become astronomical. And companies are completely unprepared.
Here is why: The most compelling brand experience will happen, via augmented reality (AR), virtual reality (VR) and artificial intelligence (A. I.).
Because experiential marketing events only succeed if you are very new, and surprising, these actions are designed, the frequently and quickly.
You look at the “escape room”, a common experience-marketing approach. The idea is that, if experts are gathered in a boring place (trade fair or airport), or find yourself at a boring moments when an exciting event (sports event, concert), brands offer a world of strangers, total-immersion experience in the appropriate spaces.
Such an “escape spaces” dominated innovative marketing in Austin, SXSW conference this year. Series such as Prison Break and the Bates Motel, built, show sets, in which the participants were able to live in the shows for a couple of minutes (then of course take and post selfies of them inside).
What is inevitable, that the “escape” concept is a VR experience, and to move far beyond the TV shows. Surprising consumers is increasingly important, and difficult, so the “escape room” – events is a form of VR game development.
A variation of this model is that certain areas are populated by AR-objects, games, or information, and either fire-supplied with glasses or consumers, those consumers will be able to see virtual brands, objects in the real world (just like Marty mcflys “Jaws 10” – experience).