With the average attention span decreasing with every generation, gone are the days of passive consumption - consumers expect to be immediately engaged in order to be hooked in.
Interactive marketing allows brands to create dynamic, engaging experiences that draw customers in and drive deeper connections.
One of the most compelling aspects of interactive marketing is how it can bridge the gap between the physical and digital worlds. QR codes, augmented reality, virtual events, and interactive videos are just a few examples of how brands are pushing boundaries and getting customers more involved.
The Evolution of Augmented Reality
AR is transforming the way brands engage with customers by overlaying digital content onto the real world. AR creates immersive, interactive experiences that blend physical and digital worlds seamlessly. While AI has taken the world by storm in recent years, we predict AR will provide the next digital transformation for marketing.
AR in the Real World
Virtual try-ons:
Beauty and fashion brands have embraced AR to allow customers to try on makeup or clothing without stepping into a store. Sephora’s AR feature, for example, lets users see how different makeup products would look on their face in real-time.
AR in retail:
IKEA's AR app lets users place virtual furniture in their homes to see how it would look and fit before making a purchase. This removes the guesswork from online shopping and makes the experience more interactive.
AR adds a layer of interaction and personalisation, making the shopping experience more engaging and informative, keeping customers engaged longer, increasing the chances of conversion.
The Comeback of QR Codes
QR codes, once seen as a relic of early mobile marketing, were resurrected during Covid. Thanks to advancements in smartphone technology and the rise of contactless experiences, QR codes have become an essential part of interactive marketing strategies. Brands, businesses, and even celebrities are using QR codes in creative ways to connect with their audiences.
Creative placements:
Placing QR codes in unique locations can prompt conversation. At the 2024 VMAs, Katy Perry sported a QR code tattoo on her back, directing people to her latest album download page.
Spotify has been known to use QR codes on billboards to direct people to curated playlists or artist profiles, creating an immediate and seamless digital engagement with their physical advertisements.
Product packaging:
Many brands are incorporating QR codes directly onto their product packaging to provide customers with additional information. Coca-Cola’s Sip & Scan campaign used QR codes on cans and bottles to give consumers access to exclusive content, games, prizes, and deals.
At events and experiences:
QR codes are increasingly being used at events to drive interaction. Attendees can scan a QR code to access event agendas, exclusive offers, or even participate in real-time polls. At Coachella, attendees used QR codes to unlock AR experiences and exclusive merchandise from festival partners.
QR codes are a perfect example of how interactive marketing can bridge the gap between physical products and digital experiences. By using QR codes in creative ways - on product packaging, during events, in outdoor advertising, or even as temporary tattoos - brands can create a seamless customer journey that moves effortlessly from the physical to the digital.
Hosting Virtual Events
Virtual events have become a more popular in the wake of the pandemic. They allow brands to host global audiences, giving them the chance to participate from anywhere in the world.
Product Launches:
Apple is known for its virtual product launches that draw millions of viewers from across the globe. The company most recently launched the new iPhone and Apple Watch Series 10 with a series of live and pre-recorded footage.
Interactive concerts and shows:
Travis Scott's virtual concert in Fortnite was a great example of blending gaming and entertainment. The event drew over 12 million viewers and allowed participants to interact with the performance, creating an experience that was entirely different to traditional concerts.
Virtual events eliminate geographical barriers, allowing brands to connect with a global audience. They can be more cost-effective than physical events, reducing expenses for venues, logistics, and travel.
Features like live chats, polls, and Q&A sessions give brands the ability to engage with their audience in real-time.
Interactive Videos
Interactive videos give viewers control over the narrative or how they engage with content. This format allows users to make choices that affect the storyline or outcome of the content they’re watching. By involving the viewer in the decision-making process, brands can create a highly engaging experience that keeps audiences hooked.
Interactive video ads:
Brands are using interactive video ads where users can click, drag, or choose options that directly influence the content of the ad. Honda launched an innovative interactive video called The Other Side to promote the Civic Type R. The video featured two parallel storylines: one showing a father picking up his kids in a regular Honda Civic and another showing him living a thrilling, action-packed double life in the Civic Type R. Viewers could switch between the two versions of the story by pressing the "R" key, making for a highly engaging and dynamic viewing experience.
Shoppable videos:
Retail brands have started using interactive shoppable videos, where viewers can click on products featured in the video and immediately purchase them without leaving the content. Maybelline created an interactive shoppable video that demonstrated various makeup techniques using their products, and viewers could click directly on the products shown to purchase them in real time.
By giving users control over the narrative, interactive videos increase engagement and keep viewers invested in the content that's tailored to their experience based on their preferences, making the content feel more personal and relevant.
In formats like shoppable videos, users can immediately take action, turning engagement into purchases with minimal friction.
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