And Then What Creative - 2011 Q4 Trend Report for Experiential Marketing
TRENDREPORTFOR EXPERIENCE DESIGNQ4 2011Q4 2011 // stuartfingerhut.comLos Angeles, CA T 323.963.3393 www.A-T-W-C.com
DESIGN WILL HAVE THE MOST SIGNIFICANT IMPACT ON THE FUTURE OF SHOPPING.Creating immersive user experiences - combining the best of in-storeand online shopping - is the future of consumer marketing. The timehas come to put consumers at the center of a brands message.
New mediums are defining this new experiential marketing ecosystem- digital signage, interactive touch screens, and mobile integration - tocreate rich and memorable user experiences.
Creating experiences which are intuitive and playful is one of the great-est challenges.No instructions should be required - the discovery and direct feedbackof each experience will engage and captivate users.
"I think the most successful medium is actually one that is a 360 de-gree strategy... So it’s a li ttle bit social, it’s a little bit of display, it’s alittle bit of search."KRISTINA DIMATTEO, Associate Director of Client and Media Strategy - Morpheus Media
MODULAR MEDIA WALLPlanar provides digital display solutions for large public spaces.Opportunities range from large-format LCD media walls to personal touchscreendisplays, all which transform traditional spaces into extraordinary experiences.
HELIODISPLAYHeliodisplay is the only interactive, free-space display. Heliodisplays content exists in free-space - there is no glass or surface projected onto - the holographic projection is truly floatingin mid-air.Offering solutions from 5" to 300" Heliodisplay has created exciting new marketing mediumto present video or images to an audience.
FOGSCREENThe FogScreen produces a thin curtain of “dry” fog that acts as a translucent projectionscreen, displaying images that literally float in the air.FogScreens can become large, floating touch screen with high resolution images thatrespond to gesture. The result: stunning, attention-demanding displays withunlimited applications!
MAGNETIC 3DS GLASSES-FREE 3D DISPLAYMagnetics provides industrial grade LCD flat panels that display high-definition 3Dcontent without the need of any special glasses. This experience is made possible throughthe combination of hardware, software, and content creation.Magnetic 3Ds displays can also play 2D video with virtually no loss in resolution.
TRANSPARENT LCD DISPLAYSThe latest display technology allows viewers to look through screens and see physicalproducts mixed with digital content. New opportunities for transparent displays include storewindows, indoor or outdoor billboards, and integration with live events.http://youtu.be/4HvqB_ITWdw || http://youtu.be/ZpGFlvR6AM8
POLYTOUCH DISPLAYPolytouch is a multi-touch system available stand-alone or wallmounted. Polytouch hasa completely flat, frameless surface for integration into shop counters and existingdisplays. One advantage of Polytouch is that the hardware and software are integrated.
PROJECTION MAPPING - SMALL SCALE3D projection mapping makes people stop and take notice! Combining stationary objects with3D video and sound, previously unimagined immersive experiences are now possible. Creatingmulti-media experiences built on or around a product is the new norm.http://www.getyourenergyback.co.uk
STRATEGY FOR CHOSING A DISPLAY1. Purpose of display and content2. Indoor or outdoor use3. Durability and conditional needs of placement4. Anticipated daily usage hours5. Life expectancy6. SizeOther factors to consider :1. New build or retrofit installation2. Supporting software infrastructure needs¬«¬«¬«¬«¬«
SILICONE-EDGE GRAPHICSThe SEG Fabric Graphic system consists of dye-sublimated fabric graphics and corre-sponding frame. The graphic has a silicone strip sewn on its edge which fits into the gut-ter of the frame.The result: a wide format graphic with the look and finish of photographic panels -without the inconvenience!
MAGNETIC-RECEPTIVE SYSTEMSVisual Magnetics Graphic Systemcreate in-store environments that can be easilyupdated with new graphic media. The graphic system combines magnetic-receptive tech-nologies with high quality print media.The system is based on 3-key components: a display surface, the InvisiLock® Magnet,and the printable and changeable component.
TYVEK VIVIATyvek Vivia meets the requirements of strength, exposure life, and pop of todaysmarketing media. Wide-format media printed on Tyvek is lightweight, resistant to tears,weather, and fading, and can be sewn or grommetted.In addition, banners printed on Tyvek offer a reduction in environmental impact.
STRATEGY FOR CHOOSING MATERIAL1. Medias location and size - eye level, overhead, etc2. Life expectancy3. Ideal material - appearance + costOther factors to consider :1. Supporting infrastructure2. Environmental impact¬«¬«
People should discover a displays uniques qualities on their own, byplaying with it to become familiar with its response patterns.Not having instructions enables the user to explore the interface anddiscover the commands on their own terms.
DIGITAL WAYFINDINGCREATIVEREALITIES DIGITAL WAYFINDINGAn innovative system based on two human behaviors - gesture and search. The softwareand interface are designed around the way people naturally interact with technology.http://youtu.be/sArj-BmBp7w
CROSS PLATFORM CAMPAIGNSAERVA DIGITAL MEDIA PLATFORMAerva enables real-time interactivity between mobile, social media applications anddigital display networks (outdoor, place-based or enterprise).The platform enables the creation, management, and delivery of content across multipledigital media channels.
DIRECT MARKETINGAMERICHIP WEBKEY MAILERUsed as a direct promotional opportunity, webkey mailers are easy to distribute to atarget audience, for example luxury clients based on their geo-income.By plugging a webkey into a USB port, customers are sent straight to a targeted site.No detours to competitors - its a marketing tool which drives traffic to the promotionwe want to present.
Location-based mobile service use GPS technology to push promotions and contentto users based on their location. Combining mobile and digital out-of-hometechnologies create brand connections with consumers before, during and at thepoint-of-sale with special offers, coupons, and loyalty-based programs.Examples of location-based mobile services include Foursquare, PlaceCast and Shopkick.LOCATION BASED SERVICES
STORYTISINGWhen a collection of marketers, directors, and designers come together, a brandsmessage can be expressed in unexpected ways in an undeniably original fashion.Combining a wide array of cultural and intellectual influences, stunningly originalimagery is now being used to present a brands story.Works by Superfadhttp://youtu.be/w7AK8K4LnNkhttp://youtu.be/BW_rVnWyH8c
SOCIAL BUSINESS HAS ARRIVEDSocial business is a new tactic to develop an ongoing dialogue with customers with thegoal of presenting them with new sales opportunities. Social business initiatives includetargeted promotions, special event invites, or crowd sourced suggestions -demonstrating that Westfield listens and cares for its customers.While there are no exact ‘social business’ elements, in the long term we can expect anincrease in revenue and brand awareness upon implementing a social business strategy.source : http://www.futurelab.net/blogs/marketing-strategy-innovation/2011/08/social_business_current_situat.html
AUGMENTED REALITYThe virtual and actual meet on screen to deliver fascinating new user experiences ofmixed realities. This creates new opportinities to get real time sales promotions andreviews on retailers and their products. Three-dimensional sims of the productsin-use - hard goods or soft goods - bring abstract ideas of fit and function to real life.http://youtu.be/yQxlQNHfCIM
GLADVERTISINGGladverts are digital adverts tailored to a viewers demographic or mood. Cameras canrecognize the sex, estimate the age and recognize the mood - via facial recognition -of an individual that approaches, and then displays recommendations based onthese factors.http://goo.gl/ci83M