No doubt, these capabilities allow us, marketing and communication agencies, to make a quantum leap in the creative processes to generate spaces, events, experiences and content for any brand, combining different technologies that we can apply simultaneously, combining AI with kinect technology and mixed reality.
These multiple capabilities add to the imperative need, on the part of brands, to provide unique “experiences” to their internal audiences and their fans, in events and sponsorships in which the brand is present.
A need that is accentuated in the spaces that represent the greatest investment and cost for companies, the physical points of sale, whether in the brand flagship, in one of the franchise stores, in a corner or on the shelves of multi-brand spaces, where the time and space available is minimal.
The perfect storm is completed if, to this ecosystem, we introduce the most important agent, our core target, which is part of a hybrid, polyhedral and polarized society that coexists between fast, slow, classic, casual, organic or smart with a clear objective, that of being unique phygital Prosumers.
Today a fan and a consumer of our brand has the capacity and agility to generate content and naturally share their unique experiences with their favorite brand and product, instantly.
It is quite possible that soon some brands will turn their stores, dealerships, stands and events into experiential spaces, adaptable, changeable and convertible into environments in which each consumer dominates the medium, the channel, the technology, the experiences and the branded content that is generated.
Undoubtedly, brands and agencies must embrace innovation to continue providing intelligent experiences, increasingly personalized and highly sensory and emotional.
This cocktail of ingredients already allows us to learn and improve future experiences, thanks to the mix of behavioral data that allows us to extract predictive patterns and suitability.
This is a challenge for the generation of brand experiences, in which we must not forget two essential ingredients, so that they respond to the brand’s purpose and generate positive impact, reinforcing our social and environmental activism.
In a world where uncertainty, immediacy, volatility, changes and technological advances are so fast that there is no time to analyze, implement, scale and evaluate them, perhaps the time is approaching for a new paradigm shift.
Perhaps the time has come to intensify the slow and qualitative interaction between the brand and its fans and consumers.
Perhaps the time has come to intensify the slow and qualitative interaction between the brand and its fans and consumers.
Being able to generate spaces, experiences and elevated content, in which humanism, philosophy and critical thinking coexist with innovation and AI, to generate highly conscious brand experiences.
