Tom Wood recently gave an insightful presentation at Econsultancy’s Future of Digital Marketing Conference around emerging technologies.
It’s surprising how many of these – such as Near-field Communications – have been around for many years but advances in technology such as phone handsets, and subsequent acceptance by consumers, has only now enabled them to become part of mainstream applications.
This got me thinking about the luxury brand market and three brands I recently came across which have successfully implemented these ‘future technologies’ and as a result enhanced their brand presence and reached out to new customers.
The opening of Burberry’s flag ship stores in China and Paris ticked all the right boxes, transforming the luxury events into an immersive experience. Live streaming through social media allowed the brand to share the experience of augmented reality meets fashion show with fans worldwide. The structure and delivery of the event made viewers feel involved and part of something big.
dunhill, the iconic British menswear brand, is spearheading the creativity of augmented reality through Aurasma’s AR lite app (downloaded by more than one million iPhone and iPad users to date). The partnership aimed to bring dunhill’s latest collections to life using augmented reality.
dunhill’s Voice Campaign can now be transformed into moving images and a transactional platform, captivating and exciting customer’s worldwide and as a result driving sales since its launch.
Tissot enabled shoppers to try on their luxury watches virtually via Selfridges and Harrods windows in London, creating a great deal of spectacle and PR for the brand.
The augmented reality campaign ran for two weeks. During this period sales increased by 85% and their YouTube channel received 44,000 hits. The brand experienced a 600% increase in PR-generated press coverage vs previous traditional PR campaigns.
Richer experiences and reduced friction
As Tom pointed out in his presentation these technologies can create richer experiences and reduce friction for consumers, if done well. These examples demonstrate the importance of creating a buzz.
To be successful digital content needs to offer something worth sharing. Stories and experiences have immense chat value and give valuable social currency to people who can access it and share it.
The examples above highlight that new technologies are taking digital marketing strategies to a more sensory, immediate, attuned level – perfect for a generation of avid consumers of a wide range of new media. Looking at these stats, it would be interesting to see how investing in the right platform could be beneficial in other consumer sectors.