One of the sensations in the theater scene in New York (one famous enough and long enough to have been material for one of the plots of the Gossip Girl series) is Sleep No More, a play that is Represents in an abandoned hotel that has been reclaimed for the function. In theory, what attendees are seeing is a version of Macbeth, but in reality it is not only that. The viewers are not sitting anywhere, they are not following a chronological play. All rooms are settings and all moments can be crucial. Spectators are thrown to roam the hotel in an immersive experience. Each one chooses what they want to see and thus creates their own plot. They have three hours to see it.
The key to what Sleep No More is and what it teaches is the word immersive. The experience of seeing that play is, in part, what advertisers should be South Africa WhatsApp Number List looking for today, as they recall in a MarketingMagazine column. In many cases, advertisers continue to apply the advertising paradigm of the golden age of advertising, when ads were everywhere and consumers saw them. The magazines were loudspeakers of what was happening, the televisions woke up with the advertising messages and the consumers saw them, processed them and remembered the catchy slogans. The advertising communication paradigm has, however, changed.
Consumers no longer just pay much less attention to ads because they have been vaccinated against them. They are too used to all that noise to be able to ignore it. But, in addition, the environment in which those advertisements are served has changed powerfully. There are more and more screens and more attention spots fighting to seduce the consumer and every moment it is more difficult to be the one who takes the prize of their five seconds of attention.
Consumers are surrounded by multiple devices and multiple screens and are often always connected, in experiences of almost, so to speak, 360º. What brands need now is to play in that environment and what allows us to enter that field is what has already been dubbed immersive content. Brand experiences, including advertising, have to be immersive.
Brands have lost control of messages and have to start on a new playing field where not only are there many more stimuli, but also consumers have to play a much more active part. They want it and they demand it. Brands should no longer, experts point out, give a message but must allow the consumer to immerse themselves in it.
How brands are playing with this
One of the examples offered in MarketingMagazine about one of the latest immersive content campaigns is the Lego movie. The company has created an artifact about its product that allows the consumer to be part of it in a different way.
Other examples of immersive experience are, as they recall in this Mashable article, the sites that, using the latest developments in new technologies, allow the visitor to be part of it. The Google Cultural Institute has changed, they remind us, the rules of storytelling and allows access to all these cultural content in a different way. And many fashion firms, such as Burberry, allow products to be personalized and made unique, while playing with the brand and its image.
Immersive content can be taken to many terrains and can allow you to play with different elements. Some media are other examples that can be highlighted, with reports that mix different types of content and that enrich the words with audios, videos and other multimedia elements that allow readers to be part of the message and make decisions about how they want consume it. Some ads have played with it too. A Volvo campaign, for example, allowed you to follow and access content related to one of its models, including some related to a specific car of that model that had been in circulation since the 1960s.