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Leveraging Interactive Marketing Formats

Coupled with the global digital commerce adoption is the widespread consumer desire for interactive entertainment and more active, immersive branded experiences that put them in the driver seat. A shift in how consumers are discovering products and services, as well as connecting with their favorite brands and retailers, has ushered in a new wave of promotional and educational activations. To maintain relevance and drive loyalty within an increasingly hybrid landscape, brands are tapping into the unique capabilities of new technologies to leverage next-generation marketing formats that blur the most loved aspects of physical activations with the streamlined nature of virtual and digital experiences. 

Advanced visualization technologies like augmented and virtual reality are helping brands generate excitement, while shoppable experiences and content are allowing customers to explore products and learn about their features in hyper-realistic ways. Connected packaging and mobile mini-games are expanding the ways brands can tactilely engage and communicate with their audiences. Simultaneously, tech-powered Interactive marketing formats are giving shoppers a more active role in the brand discovery experience by linking physical products, related digital landscapes, and remote adventures through exciting, location-powered immersive offerings. 

Progressive brands are embracing a suite of new channels and new technologies to connect and engage their audiences. At the furthest edges, companies are even experimenting with fully owned physical experiences to bring their identities to life and delight shoppers with prizes and contests that serve as a platform to market both brand and product. 

In this report, PSFK describes five trends that show how brands are engaging shoppers with next-generation promotional experiences and delivering enhanced, user-activated marketing campaigns. Each of the trends is supported by recent best-in-class examples of innovation from the marketplaces.