Your Brand is Everywhere. Here’s How to Make it Count
June 23, 2014
Today, brands don’t need to worry about multi-channel. They have to think about omni-channel. You’re everywhere: at physical locations, on your website, on social media, on television, or in print ads. The trick is to figure out how to keep the message consistent across all of these platforms, and ensure that your audience gets the same great experience whether they’re visiting your retail store or your Twitter feed. It’s called convergence, and it keeps the conversation going.
Knowing Your Brand
When customers have a positive experience with your brand in a store or brick-and-mortar location, they expect it to be replicated online. If they fall in love with your brand on social media, they expect it to be the real deal when they meet in person. What are your core values, and what is your unique selling proposition? You have to carry this promise of value from platform to platform to create the consistent experience your audience expects.
When you tell us what you need from an immersive branding experience – whether it is engaging people in a specific way, or gathering data about user preferences – then we help you figure out how shipping containers fit into these objectives. And it’s more than just the cool factor of using containers to draw people, we know that at the end of the day, nothing matters unless you reach your goals.
Oreo: A Convergence Case Study
Just a few minutes into the 3rd quarter of the 2013 Super Bowl, the lights went out in the Superdome. Oreo took the fumble and ran with it. The brand’s well-oiled social media machine sent a tweet out that said, simply, “You can still dunk in the dark.”
Retweeted more than 16,000 times, it firmly established Oreo’s position as a socially forward-thinking brand. America’s favorite cookie maker transferred its offline presence into a significant online force with over 36 million Facebook fans and 312,000 Twitter followers.
Oreo seamlessly blends the online and offline worlds. For example, this year Boxman Studios built the Trending Vending Lounge, in conjunction with MAYA Design, for South by Southwest Interactive (SXSWi).
Inside the two custom shipping containers, touchscreen panels displayed 12 “trending flavors,” inspired by Twitter trends. Visitors made their choice and watched as their edible 3D cookies were printed. Music, free Wi-Fi, and, most importantly, a milk bar rounded out the fun.
SXSWi is a tech-oriented conference, full of socially -savvy brands. Oreo stood out with some of the best coverage, attracting thousands of visitors and generating thousands of tweets with the hashtag #EatTheTweet. Their activation enabled them to control how people interacted with the brand while delivering a consistent message across channels. Online and offline elements came together to create one coherent experience.
In modern marketing, the line between the real and virtual worlds is increasingly blurred. Customers expect continuity from brands. At Boxman Studios, we help you deliver a consistent, converged experience that delivers on your audience’s high expectations and encourages engagement and interactivity.