Using technology to create a memorable brand experience in 2012
What a year it has been for pouring technology into the marketing mix.
Marketers are more attuned than ever to the possibilities of the technology we now have at our fingertips.
What we love about 2012 is that brands tended to use technology wisely, not just incorporating it because it was on-trend or guaranteed to turn heads, but using it to actively reinforce brand messaging. This ensured that the experience was not only memorable but also talked about beyond the event and often shared widely online.
The one that really got us talking in 2012:
One of the stunts of the year was, without doubt, Red Bull's Stratos. Baumgartner and the team would get our vote for sheer guts and glory alone, but alongside this the stunt was a technical triumph. Not just 24 miles up, but also the way the brand used the internet to engage a global audience of over 8 million online viewers. Ensuring that this leap into the unknown and the brand associated with it will be talked about for years to come.Other brands that got us talking:
Nike - Cheer Me On The V Motion ProjectThe Sunshine ReportJell-O Adult Only SamplingStrongbow digital bottle topKinetic Rain in Singapore
BOS Twitter powered vending
With nearly 30 years of marketing experience, both client and agency side, I’ve acquired a rare perspective on brands and business: I believe you have to challenge things creatively if you want to grow sales. Consumer technology is reshaping our world, and it’s only the great brands that stay on the crest.