Each month Float publishes a top 10 list of the best marketing activations and experiences. We feature brands from all walks of life creating great experiences of all shapes and sizes.
Here we go...
10) National Geographic – Space Projection Helmets
The National Geographic VR space helmets are a thing of beauty. They combine emerging technology with stunning visuals, all wrapped up in a portable experience that can be taken on the road to extend reach. The brand created 25 headsets, offering a tactile way for consumers to interact with the brand, and an obvious tie in to partnerships like planetariums and museums. The experience garnered 312,000,000 well deserved media impressions and a playbook for how to do VR activations the right way.
9) Michelob ULTRA – ULTRA Caddie
If you are a beer company that targets the golf segment is there really any better way to connect with the golf audience than creating a beer golf caddie with a built-in keg? I don’t think so. Neither does Michelob ULTRA who created this ingenious golf caddie that features built in speakers, tablet, LED lights, pint glasses, and of course a keg. It even has room for your clubs.
8) Samsung – Samsung Experience Stores
Experiential and retail are becoming one, and the experience in store is as (if not more) important than the inventory. Samsung understands the experience economy and what that means for retail stores to be successful in a new age of consumption. The Samsung Experience Stores are the brands first fully owned retail properties that feature every Samsung device imaginable with touch screen panels that allow for deeper navigation and exploration for consumers. Equipped with Virtual Reality pods and a Samsung Care station, the brand has obviously taken learnings from their 837 property in New York in crafting a store space that’s designed around experience.
7) Nike – Nike Adapt BB
Combining product, technology and experience has delivered the ultimate shoe for Nike, the new Adapt BB. The core technology is powered by Bluetooth, and consumers can use the app or two buttons on the shoes to adjust tightness, track stats & change lights. This is straight out of Back to the Future and the seamless integration of technology may just redefine footwear.
6) Bud Light – Touchdown Glass
Debuting at the ring ceremony in Gillette Stadium at the start of the 2018 football season, the Bud Light Touchdown Glass is a beautiful marriage of sports, technology and beer. Consumers sync their phone app to the glass and set their favorite team. Every time the team scores a touchdown, the glass lights up. What could be better as a sports fan and beer drinker than being reminded to cheers every TD of your favorite team?
5) National Cowgirl Museum – Immersive Design Room
Big brands aren’t the only one’s creating great experiences. The National Cowgirl Museum makes our list this month with an immersive room that responds to consumer interactions. Combining beautiful projection mapped imagery with touch screen inputs, this experience is the right way to use technology to connect with consumers on a deeper emotional level.
4) Snapchat/LEGO – Augmented Reality Store
Snapchat and LEGO partnered to open a store with a twist, there are no products inside. Using Snapcodes, customers are transported into an AR fashion boutique where they browse and buy a limited edition range of LEGO Wear. If this isn’t proof of the changing role of the physical store and how technology is influencing the shopping journey, we don’t know what is.
3) Nike – Nike Live
Nike Live is a members-only store that is built around mobile experiences. The store features a vending machine, sneaker bar and other experiences that are all activated through the consumers mobile app. The store is exclusive to NikePlus loyalty program members, which means consumers must have the loyalty app to engage with the store. This has all kinds of implications for the type of data the brand can collect and how the experiences can be personalized down to the individual level. There's no question in our mind that many other brands will follow this strategy.
2) Fortnite – Marshmello Concert
10.7 million players participated in Fortnite’s Marshmello concert with millions more streaming online. That week Marshmello’s weekly YouTube views grew by more than 100 million, his Instagram follower count grew by a million within four days, and on Twitter during the day of the concert, he was mentioned over 50,000 times. Brands would kill for that level of engagement and it’s a sign of what is to come in linking gaming to real world events and experiences.
1) Warby Parker – Augmented Reality Try On
Warby Parker entered the world of augmented reality with their virtual try on feature. Located in the brands current mobile application, the feature gives consumers yet another reason to avoid going to the store to try on products before making a purchase. The feature seamlessly applies digital glasses onto the users face and allows consumers to purchase from inside the app once they have identified the right pair.
Creating great brand experiences requires thinking outside of the box. We are living in an experience economy where consumers value interactivity and shareable moments that break through the monotony. When your brand is ready to create its next great experience, shoot us a note at email@example.com.