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                         Image courtesy of  Panda Bear.

Brand Experience Lab is an advertising agency with a reputation for developing some of the world’s most innovative marketing campaigns.  Their signature concept blends the principles of customer participation and brand messaging; the result has been coined “interaction marketing.”  Notice the subtle distinction made between interactive and interaction.  The emphasis is placed on the actual experience of using the product rather than a simulated trial.  Brand Experience Lab’s so-called “audience games” illustrate their vision quite well and these cinema based experiences are one of 2008’s buzz trends.  Their two most hyped campaigns of 2007 were done for MSNBC and Volvo.  With positive audience reactions now tested and measured; an increasing number of corporations are buying into the promises of interaction marketing.  In these campaigns, instead of idly watching Ads on the screen during the obligatory preview stage, moviegoers were given the opportunity to play video games oriented around the respective MSNBC and Volvo products.  For example, Volvo’s “human joystick” experience required audience members to collectively wave their hands in different directions in connection with the Ad; think of something akin to a Wii interaction as a reference point.  Was Volvo’s message communicated?  These results, although not exactly scientific (tests of this nature never are) tell a positive story:

• 68% want more games in cinemas
• 74% prefer a game to an ad
• 21% better image of Volvo
• 37% more likely to purchase a Volvo

Now that we’ve provided some context to this experience, click on the image above to see interaction marketing brought to life.  If you’ve had a chance to participate in one of these audience games at a theatre in your area, let us know your thoughts in the comments section.  I’m very interested to hear if these action games are as dynamic as they’re being reported to be. 

Ryan Rode
Interactive Services Manager
Ashworth University School Of Business

This entry was posted on Friday, March 28th, 2008 at 9:09 am and is filed under Interactive, Innovation, Internet TV, Branding, Business Culture, Retail, Consumers, Advertising, Internet Marketing, E-Commerce, Business 2.0, Video, Gaming, New Media, Marketing, Websites, Sales. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.