Immersive Experiences

When I hear the phrase “immersive experiences” I typically think about the concept of augmented reality. Upon further investigation, I realize that “immersive experiences” expand beyond real life interactions with consumers, but it can apply to how brands can connect to consumers online through a website. These consumers are engaged in a highly visual web environments where they can easily get lost by all the interactive features. 

For instance, the Google Cultural Institute engages its visitors through a series of pictographs, informational blurbs, and other short and easy to consume material. Not only does this website help Google boost its brand image as a cultural provider, it gives consumers a place to relax and delve into history in the comforts of their own homes. 

Another great brand “immersive experience” would be from Burberry’s bespoke tab on its website. Consumers have the opportunity to customize their own iconic Burberry jacket. This option gives shoppers a chance to make their own unique products. Car websites are known to have this kind of immersive experiences for its consumers, but it is more interesting to see how it works in the fashion industry. 

As technology increasingly advances, so does marketing techniques. In this case, marketers have effectively invented novel ways to engage their audiences through augmented realities and immersive experiences. 

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Self-Starters

Recently in my Management 3000 course, my professor spoke about entrepreneurial spirit and success stories about self-starters. I’ve always known that I would never have the ability to start up my own business mainly because of the risk of not being able to generate a successful idea. 

However, I recently read a Mashable article about Julie Deane, founder of Cambridge Satchel Company who started up her own company with an initial budget of only £600. I have become so accustomed to the process of how an entrepreneur started his/her company, but Deane’s story shocked me. 

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Deane should be the poster-child of a self-starter. Due to the limits on budget, she literally learned everything by herself through the Internet. She made the right steps in initially ensuring that her product would be unique. Additionally, Deane learned how to make a website in two days and made her own in one. She immersed herself and her products online through the Yellow Pages, Etsy, eBay, and a few blogs by using guerilla marketing. As things picked up with selling products, Deane was able to interact with some of her customers and receive feedback. One in particular completely revolutionized Deane’s company. 

Fashion blogs are notorious online. You can find them on YouTube channels, Tumblr accounts… literally any social platform. Deane was able to catch onto this and worked with some fashion bloggers to help generate ideas for new products while also increasing her customer base. As a result of her interaction with blogs, Deane grew widely renowned in the fashion industry and quickly became a huge success. 

What I found incredibly respectable was Deane’s desire to give back to the online community that helped her achieve success by using the ground floor of her first brick-and-mortar store as a space for fashion bloggers to write their next pieces on the next big thing. 

For all those entrepreneurs out there, here are some lessons learned from Julie Deane that Mashable listed:

  1. Take risks
  2. Be resourceful — DIY as much as possible
  3. Know your audience, how they behave and where they spend their time
  4. Don’t give your product away or sell it shot, but strategic gifting can go a long way
  5. Seize opportunities 
  6. Engage your fans, offer them a stake in your company
  7. Find valuable brand partners with whom to run competitions and giveaways
  8. Be authentic — Julie tweets about her dog, Rupert, which humanizes the brand
  9. Embrace the web and the platforms that live on it

Heineken

Heineken is a globally recognized brand with extremely successful advertising campaigns. However, the beer company does more than just creating content to promote higher sales. 

I’ve only recently realized Heineken’s success at being more than just your typical beer brand when the company sponsored the new James Bond movie Skyfall. Although a majority of Heineken’s commercials run towards the bizarre and unique end, it definitely distinguishes itself from its other competitors. So when Heineken released its commercial with Daniel Craig and his Bond girl Berenice Marlohe, Heineken started catching my eye. 

Looking into the brand, Heineken has done really well at getting its brand out to consumers. Aside from your typical print and TV ad campaigns, Heineken is involved with its consumers. For instance, Heineken’s Open’er music festival in Poland has been a huge success. At one point, Heineken even utilized this opportunity to push for social media content through QR codes. Personally, I would never use QR codes, but I commend Heineken for using QR codes in a unique and creative way where concert goers can make their own QR codes with a secret message that can only viewed when scanned. 

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Heineken has also created an interesting social media campaign in Brazil this past year known as the “One Like One Balloon.” This campaign was very simple… for every like that Heineken received, an office space in Brazil would be filled with one green balloon. In a short amount of time, the campaign amassed thousands of likes. As the day progressed, the Heineken staff members made short and informal video updates. 

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Overall, Heineken is one of the top companies that has been successful with creating successful social media campaigns in addition to promoting its brand.