Engaging consumers with digital experiential marketing strategy

Experiences help create memorable impactful impressions of brands and products. With the rise of digital apps and access to the internet, it's important to think about how online digital experiences can be incorporated within real-world experiences to enrich them.

One of the first notable examples of the interaction between physical and digital experiences comes from the augmented reality app Pokemon Go. People were going out and searching for Pokemon through the interface of their phone. Another really strong example would be the ALS ice bucket challenge. It involved the physical activity of pouring ice over yourself in public combined with sharing those videos to others on social media. It was a physical experience that was embedded in our world of social media relationships.

Digital experiences and digital experiential marketing are really important right now during the COVID-19 crisis. Early on during the crisis, Chinese museums opened up virtual exhibits when they were physically closed, which allowed people to connect with the images and expressions of the art in the museums through their digital experience. Psychologically connecting with these locations now will likely lead to an increase in awareness and visits to these museums when they reopen.

Matthew Ball took the idea of digital experiences to the next level in a recent article about "digital theme parks". Walk Disney pioneered the idea of the physical theme park, and his key insight was to curate every aspect of the customer experience so the customer becomes immersed in another world. Digital theme parks are created with the same mentality.

One example is Minecraft. Many people think of Minecraft as a game, but it's much more than that, it's is a place where people can create their own attractions, share those attractions with others in Minecraft and on social media. For example, a creator named Aztter spend an enture year making Cyberpunk City in Minecraft. He made an entirely virtual online city that people can experience, and the actual process of creating the city was streamed online as well. People can create cities, share experiences in that city, and share the experience of making that city.

While people are spending more time inside during the COVID-19 epidemic, we're seeing a large increase in the number of people engaging with online experiences through games. On March 18th 2020, for example, Verizon reported a 75% increase in gaming compared to prior to the crisis. Some of these gamers spend their time in Minecraft, creating a replica of the Wuhan hospitals that were created to fight the virus. This gave gamers first hand experience in understanding the layout in the hospitals, and gamers were quizzed about the virus while they went through the hospitals in Minecraft, which increased the publics understanding of the virus.

Our greater exposure to digital expeirences in the present times help make many individuals receptive to new digital experiences in the future, and the ability to integrate digital experiences with the physical world.

In this video we discuss some interesting recent examples of digital experiential marketing, including:
▶Museums in China going digital during COVID-19 closures.
▶Users who built replicas of Wuhan hospitals in minecraft (educating the public on viruses)
▶Pokemon Go introducing us to augmented reality.
▶Social sharing of the ALS ice bucket challenge.
▶The notion of "digital theme parks" like Minecraft.

You can find the first video in this series here:
▶[ Ссылка ]

References and Suggestions for Exploration:
▶Wuhan hospitals in minecraft: [ Ссылка ]
▶Cyberpunk city in minecraft: [ Ссылка ]
▶Digital Theme Parks: [ Ссылка ]
▶Chinese museums going digital during COVID-19: [ Ссылка ]

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#engagingconsumers #experientialmarketing #marketingstrategy

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