This helps the brand to provide a more personalized and interactive experience than it could over other channels.
Stoli has now come up with cool new types of mobile ads that work to help encourage consumers to take part in the creation of digital drinks using its products by way of their smartphones.
The idea of the ads is to use touch technology to draw awareness to the brand over mobile devices.
This is meant to provide users with a more intimate experience than is possible over other marketing channels. Moreover these mobile ads appeal to many different senses including touch, sight and sound, as they bring together all those elements. The vodka brand has done this by using haptics in order to make the viewers of the advertisements experience a range of different elements when they see the ads.
For example, the mobile ads vibrate the phone in combination with certain interactive components.
For example, when different elements need to be added to the digital cocktail, the phone vibrates. This also occurs while the drink is being “shaken”, that is, when the phone is being shaken.
According to the Stoli Vodka brand director, Russ Pareti, “We’re always looking for new and unique ways to interact and connect with our millennial consumer. Pareti also stated that “We felt like this technology fit really well with our digital short campaign.”
What has yet to be seen is how actual consumers will respond to this type of mobile advertising. There are many haptic elements throughout this marketing strategy and this is quite new and revolutionary in this area. It is unlike most of what else is out there, so it will be interesting to see the consumer response to these new types of advertising. The hope from the team at Stoli is that the more the viewers are engaged through their different senses, the more powerful – and therefore the more effective – these mobile ads will be. The primary issue that will need to be watched with be the vibration feature, which appears quite unexpectedly and which has rarely – if ever – been worked into a smartphone ad in other campaigns.
Tesco teams with Engine Creative for Halloween campaign
UK retail giant Tesco has joined with Engine Creative, a leading digital advertising agency, to launch an augmented reality campaign for Halloween. Engine Creative has created several augmented reality features that will be used in Tesco advertisements in various news publications and in other marketing materials. The augmented reality experiences are designed to appeal to those with smart phones and similar mobile devices, hoping to draw the attention of tech-savvy consumers that are interested in interactive marketing experiences.
Augmented reality may be able to reach out to tech-savvy consumers
Augmented reality is becoming a powerful component in effective mobile marketing strategies. The technology has proven that it is able to engage consumers that rely on the mobile devices on a daily basis. Many of these consumers have shown themselves to be interested in interactive marketing initiatives, especially those that provide them with digital content or the possibility to find deals on products they love. Tesco believes that augmented reality will help expand the reach of its overall Halloween marketing efforts.
Digital content can be unlocked using smart phones or tablets
One of the digital experiences created by Engine Creative is called “Trick or Treat.” This augmented reality experience allows consumers to turn themselves into a zombie or other kind of spooky creature when they scan advertisements for costumes from Tesco. Engine Creative has also developed various animations and 3D advertisements that can be unlocked using a smart phone or other mobile device. The advertising agency has a great deal of experience with augmented reality technology and may work on future campaigns with Tesco if the Halloween campaign proves successful.
Augmented reality may hold the key to winning over mobile consumers
Tesco is the latest in a growing number of retail companies that are turning to augmented reality to engage consumers. More consumers are becoming mobile, thus leading Tesco and others to find ways to interact with these consumers in a way they will respond to. Augmented reality is highly interactive, rewarding consumers that take the time to initiate digital contact. As such, the technology may be the key to winning the favor of a new generation of consumers.
