Experiential marketing uses computerized art that engages the viewer in a way that the participant becomes one with the art. According to how the viewer reacts, the outcome of the image changes. It’s a wonderful opportunity to use art as a backdrop that creates a dialogue between the creator and the viewer and can be used to convey any sort of message or theme. Rather than being a mere spectator, the participant has a direct role to play making the experience challenging and memorable. There is a venue in Miami that draws large crowds as a central location for large marketing events.
In the UK, an arts organization commissioned the creation of interactive games on a giant TV screen on display at the London Royal Hospital. As an experiential marketing installation, it receives a lot of visitors and publicity, which can only be good for the hospital’s image and brand. The experience is great fun for the children as they interact with the ever-changing scene. In this hospital setting, it is not only a marketing tool as it is geared towards providing the exercise and physical therapy suited to children with varying ailments.
Working with sensors, the interactive marketing events in Miami gauge the conditions of the area such as movement within the room, variances in temperature and changing distances. Other variables can be programmed into the installation meant to trigger certain types of responses or activity. The communication that takes place between the viewer and the computer produce a totally new type of dialogue with its own interpretation.
As with all marketing concepts, experiential marketing leads the audience or the participant towards an intended theme or message. By creating a real-time interactive experience with the viewer, the message projected on the wall or screen is personalized and internalized in a much deeper way than a more traditional method of marketing the same concept.