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The Convergence of Media & Live Experience Amplified with Technology

You can't help but notice if you're an event geek like me that virtually every other commercial on TV today is based on, related to, or actually produced at a live event. The first true instance of this that will forever stand out in my mind was one of my first touring assignments ' the 2000 Pepsi Challenge. There are plenty of examples that precede my example like the Oscar Meyer Wiener Mobile (which I've driven) and The Betty Crocker Bake Off (for the marketing history buffs) but I lived this proclamation of marketing day-in, day-out for an entire summer and it truly changed my point of view on marketing and the human experience.

Fast forward to this era and you have what I consider to be the crème de la crème of this genre in the Kashi campaign. I've had the chance to see a lot of their 'set'? materials first hand and I can't help but pay extra attention each time I see these commercials partly because of their familiarity - a mass broadcast of my discipline - but also because they're really good.  I like how they're simple and straightforward, but I also like how they use, or at least recreate for filming, everyday interactions that they have with consumers on the street. I find it to be honest and credible; thus building brand loyalty with me as a consumer.

I then came across a blog post a couple of weeks ago from someone who I'm 'Linked In'? with via one of my groups talking about 3D projection street marketing. I've seen some of this stuff online before but never with effective brand communication to support  it. However, I was intrigued by some photos and his description of the execution:

  • paraphrased: Toyota and the agency Glue Isobar offer a very cool use of 3D projection for the release of the new Auris Hybrid in the UK. In deciding to not just use the walls for the media projection, they've placed the product and its hybrid technology in a futuristic atmosphere that visually exemplifies the Hybrid Synergy Drive system's core benefit, energy replacement and the campaigns slogan 'Get Your Energy Back.'?

I'm always curious to see what's next so I clicked the link in his blog for video of the experience.

Needless to say, I was amazed by this beautiful display and the convergence of media/ branded communication, technology and live experience. To imagine myself just casually walking down the street that night and being interrupted with this show is amazing to me. It makes me want to buy the Auris and import it to the states and I wasn't even there. Being able to seamlessly integrate the communication platform into the live experience and tie it all together with this technology is nothing short of amazing and this is just a glimpse into the next era of the types of engagements and communication we're going to be creating in the industry and here at AMP'?¦

And for those of you who are like me and need to learn how they actually did this, click here to see the making of video! Now let's race to see who can be the next to do something cool'?¦

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Predicting the 2020 Console War Winner With Google Trends

Console wars were back in late 2020 with the release of the next gen systems. Although one console was the clear winner, both Xbox Series X and PS5 saw record numbers for units sold. We looked to Google search trends to see which console would come out on top. As we continuously look at search trends throughout the year, we noticed that one console stood out over the other. We wanted to see if we could use this data to predict which console would sell more units. Major Date Announcements On September 9th, Microsoft announced that the Xbox Series X would release November 10th. Microsoft also announced the price of both editions, $499 for the Xbox Series X and $299 for the all-digital Xbox Series S. Pre-orders were announced to go live September 22nd. Sony did not release their pre-order or release date info for another week. During the PlayStation Showcase on September 16th, Sony announced the PS5 would release November 12th and would cost $499 ($399 for the all-digital). Sony then ended the event with a surprise announcement that pre orders would go live the following day, September 17th. Pre Orders Google searches for both Xbox Series X and PS5 skyrocketed after the announcements. The search queries with the highest increase in volume were queries related pre orders, price, release date, and retailer availability. Comparing exact match queries, PS5 had almost 4 times as many searches as Xbox Series X for pre orders, price, and release date. According to search trends, the most popular retailer to pre-order an Xbox from was Amazon, and for PS5 was Walmart. Xbox searches September 2020: Xbox series x pre order – 1,800,000+ queries    Xbox series x price – 550,000+ queries    Xbox series x release date – 370,000+ queries Xbox series x pre order amazon – 110,000+ queries PS5 searches September 2020: PS5 pre order – 7,500,000+ queries PS5 price – 1,800,000+ queries PS5 release date – 1,500,000+ queries PS5 pre order Walmart – 300,000+ queries Post Launch According to Google trends, search interest for the PS5 pre orders was double that of Xbox Series X pre orders. The sales numbers confirmed these trends. Through the first 4 weeks of sales, the PS5 sold 1.5 times more units than the Xbox, both globally and in the US. Consoles sold globally through first 4 weeks: PS5 Global sales – 3,368,098 units Xbox Series X global sales – 1,817,303 units Consoles sold domestically through first 4 weeks: PS5 US sales: 1,389,963 units Xbox Series X US sales: 988,641 units After launch, we saw “restock” queries skyrocket as retailers everywhere were completely sold out. We saw similar trends here as we did with pre order queries, with PS5 restock queries outnumbering Xbox Series X queries almost 4 to 1. “Restock” searches November 2020: PS5 restock – 2,200,000+ queries Xbox series x restock – 500,000+ queries “Restock” searches December 2020: PS5 restock – 5,000,000+ queries Xbox series x restock – 800,000+ queries Overwhelming Demand Crashes Retailer Websites Both consoles saw an unprecedented demand online due to COVID-19 restrictions at physical retail locations. This caused retail websites to struggle to keep up with the demand. In some cases, the demand was too much, and the websites went down temporarily. When these sites were down, consumers turned to Google search for answers. During the month of September, the Best Buy website went down multiple times. The queries “is best buy website down” and “best buy site down” had the most volume during that time. “is best buy website down – 5,400+ queries “best buy site down – 2,400+ queries During November, the Walmart website went down on multiple occasions. The queries “Walmart website down” and “Walmart site crash” had the most volume during that time. “Walmart website down” – 6,600+ queries “Walmart site crash” - 5,400+ queries As we continued to track search interest daily, we found there was more buzz for the PS5 over the Xbox Series X. When we compared the most popular keywords for each, PS5 queries had over twice as much volume as Xbox queries. We were able to accurately predict that PS5 would outsell the Xbox Series X, as the search trend data directly correlated to sales. All brands should be paying attention to search trends in order to have a better understanding of the marketplace, their own brand health, and the search interest in their competition. If you liked this article, we invite you to learn more about our SEO services.

AMPlifier - Social Media Industry Update - Week of March 1, 2021

Welcome to the AMPlifier – a spotlight on the latest and greatest industry updates. Whether you want to learn more about this week’s marketing trends, the newest updates to your favorite social media platforms, or simply what meme is currently taking the internet by storm, then read on. You never know what you might learn. TWITTER RE-LAUNCHES TEST OF WARNINGS ON POTENTIALLY HARMFUL TWEET REPLIES Twitter is now re-launching the alerts, with a new format, and further explanation as to why each reply has been flagged. Read more CLUBHOUSE FACES NEW SECURITY QUESTIONS AFTER SIGNIFICANT DATA BREACH The latest comes as a result of hackers gaining access to Clubhouse audio, and re-recording that data into third-party streams. Read more 15 TIKTOK TIPS TO MAXIMIZE YOUR BRANDED CONTENT EFFORTS This overview of tips from the team at Socialtyze covers everything from choosing topics to user demographics to hashtags on the platform. Read more That’s a wrap on this week’s feed. Stay tuned to see what happens next.

AMP Agency Wins 4 Hatch Awards

AMP Agency took home 4 awards last night at the 60th annual Hatch awards that celebrates creative excellence in New England. AMP won bronze awards for the below work: “Eastern Bank’s Color & Capital for Good closing Boston’s wealth Gap” Work for Good Category “Facebook’s Gaming Just Like Us” Film Category “Stop & Shop’s On Your Terms”Design Category AMP also won a Merit award for work done with RXBAR.  Be sure to check out AMP’s article featured in the Boston Globe that looks at the virtual realities of advertising and how flexibility led to a creative growth spurt in marketing in 2020.