Writing for Ad Age, Garrick Schmitt says the more people push back on traditional advertising, the more important it becomes for companies to create compelling experiences that help consumers connect with their brands. Schmitt points to a recent report by his company, Razorfish. In a survey they conducted with US consumers, two-thirds said a digital experience changed their perception of a brand. Within that group, 97 percent admitted the experience affected their purchase decision.
Schmitt says while online leaders such as Google and Amazon have led the way in creating digital brand experiences, popular offline brands are catching on. He highlights six campaigns incorporating everything from digital efforts such as smart phone apps and microsites to offline lifestyle branding to create compelling experiences. The campaigns highlighted are for Red Bull, Nike, Guinness, Virgin America, Spanish fashion brand Camper, and Japan retailer UNIQLO.
Read more at Ad Age.
