The gradualswitch from print to digital marketing over the past two decades or so has ledto the emergence of different forms of marketing, with one of the mosteffective nowadays being experiential marketing. Contrary to other forms ofmarketing, experiential marketing leverages experiences and real-timeengagement to boost overall brand awareness. The idea behind this is forconsumers to naturally become aware of and to want to connect with the brand,rather than trying to force engagement through purely sales-driven content.
Unfortunately, most businesses nowadays miss the crucialelements of engagement and interactivity when planning out their digital andsocial media marketing campaigns, opting instead for a spray and pray approach.In an effort to highlight the potential of experiential and immersive marketing,we’ll be taking a closer look at two case studies from brands who harnessed thetechniques in their marketing efforts.
To help Scoot stand out from the competition after theirmerger with Tigerair in July 2017, creative agency Untitled Project set out tocreate a mixed reality experience fusing 360 footage, 3D animation, motioncapture, and mobile app development to boost Scoot’s upcoming marketing efforts.The end result was an immersive, 360 VR experience that took over 9,000 peopleon a virtual tour if the airline’s flagship Boeing 787 Dreamliners and gavethem a comprehensive, yet fun, idea of what to expect when flying Scoot.
In terms of social media reach, Untitled Project’s customsocial media strategy garnered Scoot over 2,000,000 impressions online withover 85,000 completed views of the 360 social media content. In the weekfollowing the event, Scoot’s search impressions increased by an average of 619%and reach for paid and organic social media posts increased by 32x and 48x respectivelywhen compared to the past 3 months’ average. The experience and subsequentdigital marketing campaign were so successful that they netted Untitled Projectover 5 awards, including in categories such as Excellence in Social MediaMarketing.
Based on their stellar reputation, Conrad Maldives engaged Singaporeadvertising agency Untitled Project to design and create a unique,multi-sensory Virtual Reality experience to generate excitement prior to thelaunch of their exclusive undersea residence, The Muraka. Untitled Project’sown in-house team then spent weeks designed and creating everything from the 360content used in the experience and a tailor-made social media content package,to the actual activation itself.
The activation was targeted at Conrad’s high-end customerbase and was rolled out across several exclusive areas throughout the world.Anyone who interacted with the activation was treated to an immersiveexperience that captured and delivered every aspect of the world’s firstundersea residence. The marketing campaign was a smash hit, with UntitledProject’s social media content going viral practically overnight. Thecustom-designed social media content amassed over 2.8 billion views fromviewers all over the world, capturing the attention of several major mediaoutlets and landing them a spot on Virtual Reality Marketing’s list of Top10 VR Marketing Experiences of 2018. The Singapore social media agency’swork with Conrad also landed them two gold awards at that year’s Markiesawards.
As we’ve seen above, experiential and immersive marketing can have a massive impact on your social media and overall marketing campaigns. Recently crowned Experiential Marketing Agency of the Year 2019, it’s safe to say that advertising agency Untitled Project is at the forefront of experiential marketing in Singapore. Connect with us today to find out how we can take your social media marketing and advertising efforts to new heights.
