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Marketing Opportunities With New Interactive Formats

This PSFK Guide is a shopper marketing trends report for brands and retailers to create strategies for new promotional experiences and user-activated marketing campaigns.

Executive Summary

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 and retailers are tapping into the unique capabilities of new technologies to leverage next-generation marketing formats that blur the most engaging aspects of physical activations with the streamlined nature of virtual and digital experiences.

Report Overview

In this shopper marketing trends report, the research team for the business intelligence platform PSFK iQ describes five strategies that show how brands can engage shoppers with next-generation promotional experiences and deliver enhanced, user-activated marketing campaigns. Each of the strategies is supported by recent best-in-class examples of innovation from the marketplaces.

What You’ll Learn In This Report

  • How 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.
  • How connected packaging and mobile mini-games can expand the ways brands can tactilely engage and communicate with their audiences.
  • Why 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.
  • How progressive brands and retailers are embracing a suite of new channels and new technologies to connect and engage their audiences.
  • Why companies are 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.

What’s In This Report?

In this shopper marketing report, PSFK describes five trend;-led strategies for brands and retailers to engage shoppers with next-generation promotional experiences and delivering enhanced, user-activated marketing campaigns. Each of the strategies is supported by recent best-in-class examples of innovation from the marketplace.

This shopper marketing trends report includes:

Who Prepared This Report?

This shopper marketing trends report was developed by the same PSFK research department that since 2004 has provided trends-led innovation consulting advice to Apple, BMW, Facebook/Meta, Google, Microsoft, Samsung and Volkswagen.

Key Topics

Consumer Activated OOO

Brands and retailers are increasingly meeting consumers beyond the store with mobile-friendly activations. Layering mobile-activated purchase moments into window displays, pop-up locations and even murals is helping turn on-the-go moments into shoppable occasions. Additionally, mobile-led brand activations are also being deployed to educate consumers on the use-cases of certain products through true-to-life experiential display formats. These new ways to win attention and engagement by inviting the consumer “in” to the experience are changing the ways...

Location-Triggered AR

Growing adoption and applications of AR technology paired with sophisticated image recognition capabilities have added a layer of digital information and interactivity onto the physical world. Marketers are leveraging these immersive, location-specific augmented experiences to help brands generate excitement and allow customers to explore products and learn about their features and background in a hyper-realistic way, while providing brands and retailers with new methods to surprise and delight their core audiences and attract new shoppers.

Playable Packaging

Beyond the final product, brands are designing interactive games and content, from curated playlists to AR experiences, that consumers can access via packaging. Adding an additional layer to the purchase funnel experience, these playable package designs act as added value and provide a complementary connected social element to the product. Connected packaging also opens the doors to new partnership opportunities for brands that can leverage and lean on audience synergies to promote both products and...

Featured Examples

Amazon's SoHo Holiday Window Highlights “Twelve Ways” Of Alexa

The world’s first smart holiday window is here from Amazon promoting a variety of Alexa’s new voice-activated skills and other Amazon smart devices.

Ben & Jerry's Partners With SnapChat To Bring Ice Cream To Life

Ice cream company Ben & Jerry's teamed up with social media company Snapchat to launch an augmented reality lens for their new Cookie Dough Peace Pop Ice cream line.

Corona Launches Branded Private Island Contest

Iconic beer brand Corona introduces a wholly-immersive new marketing promotion: Corona Island, set to open in the spring of 2022.

Marketing Opportunities With New Interactive Formats

Within this document, 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 marketplace.

This PDF download includes:

Published on: Dec 19, 2021

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