> SPOTLIGHT
Above: T-Mobile’s most recent flash mob ad Below: The first in the T-Mobile ‘Life’s for sharing’ flash mob series
Embrace this future, as it’s here There’s no doubt that the rapid expansion of digital communication channels, reces- sionary times, growth of experiential mar- keting, and fewer vertical agency/client structures, have all helped to bring us far closer to the consumer than ever before. And there’s a huge overlap between the digital and real worlds. All conceivable physical areas – from live music venues to sporting arenas, retail stores and shopping centres, music festivals, food and fun fairs, transport networks, restaurants, libraries, gyms, cinemas and even public spaces – are all now territories where real and digital worlds live seamlessly together. While the digital world has continued to rapidly evolve in terms of brand communications through Google, Facebook, Twitter and YouTube, for example, so too has there been an increasing attention to live consumer engagements in the physical space, with emotional connection through experience. Those brands quickest to change their approach to consumer communications and to focus on both the digital and physical worlds are not only surviving, but also really thriving.
Jay-Z building bridges “The future of advertising will be played on bridges – real and virtual – that exist between the online world and the real world we all live in.” This is a quote taken directly from the blog of experiential marketing
62 Marketing Age Volume 4 Issue 4 2010
guru Max Lenderman, in response to the new Jay-Z and Bing col- laboration developed by Droga5 to promote the New York hip hop star’s memoir prior to its publication.
The ‘Decoded’ campaign physically placed entire pages of the book at locations they refer to in a range of cities including New York, London and Los Angeles. Clues as to where the pages were hidden were revealed on Jay-Z’s Facebook and Twitter pages and on a Bing website. The pages appeared in shop windows, on buildings, on pool tables, in bars, swimming pools, mobile media and park benches. As the traditional integrated viewpoint exists, this is not integrated.
It is different to anything we have seen before, creating a deeper engagement with the story, the brand, the consumer, the music and
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