FoST - An immersive storytelling experience, but is South Africa ready for the learnings?
Issued by JNPR - Dec 7th 2018, 10:05
In an industry that changes as quickly as the weather in Joburg, marketers have seen a vast change in the depiction of brands and a fascinating shift in the consumer experience.
Following an inspiring week in New York - as the only South Africans to be invited to the highly regarded Future of Storytelling conference (FoST) - BrandTruth’s Wayne Flemming and Zubeida Goolam, chronicle how a sensory overload isn’t necessarily a bad thing and can be rather enthralling.
FoST offered a unique look into the innovative developments transforming the marketing landscape, and the technology that is revolutionising the ways in which stories are told.
Accomplished actor Neil Patrick Harris, who served as one of the mentors at FoST, presented a phenomenal overview of immersive theatre. This is where people are invited to not only witness but to physically participate and experience a theatre production by becoming part of the story. Through this immersive interaction, the person is taken on a completely new and different experience - and can often even feel like a voyeur.
How does this translate into the world of brand storytelling? It's simple. Experience over expectation.
All brands measure the success of their storytelling by assessing brand loyalty and also the bottom line value delivered. In the past, this was much easier to achieve. Today, the channels for content consumption have become incredibly vast, making the return on investment more challenging to track or achieve.
Immersive brand storytelling has become a core component within the marketing landscape - especially in the world where digital and live experience overlap to create a new all-encompassing narrative.
It challenges brands to provide a deeper feeling, a more authentic connection, and sometimes even a physical experience. It is in this type of experience that a transformation happens and a deepened connection with the brand takes place.
Over the years, sensory brand experiences have been elevated to achieve more than only foot traffic. Digital technology has allowed us to transcend the boundaries between reality and virtual reality. There are increasing ways and means with which to engage consumers and deepen the relationship with them.
An excellent example of such advertising is a recent campaign run by Last Wine Company. They made two specific limited edition wines based on the television series ‘The Walking Dead’. They designed special labels for these themed wine bottles, bringing the experience to life using augmented reality (AR) technology. The user then downloads the AR app and points the camera at the bottle, making the characters on the label suddenly come alive on the screen. One bottle’s character appears to break through the wine bottle, while the other bottle shows a sheriff fighting zombies. When the camera is pointed at both bottles at the same time, the characters appear to fight each other.
This year, FoST again showcased some of the best advancements in immersive storytelling technologies. From superior, interactive virtual reality experiences to responsive films with a narrative that unfolds based on your emotion - the possibilities for brands are endless. There are even apps that can capture interactive, 3D-versions of oneself to have conversations with future generations that don’t yet exist.
Storytelling and the way in which we engage with audiences, has taken advertising to an exciting new place that we do not want to come back from.
Pioneer Foods’ shares plunge to six-year low on earnings decline
20/05/2019 - 16:24
Shares in Pioneer Foods, which makes Sasko bread and Ceres juice, plunged to a six-year low after the group said it was struggling to pass on higher costs to consumers.
Canal Walk launches new brand campaign #CWSquad featuring local social media icons
20/05/2019 - 14:32
Since their rise in popularity in the mid-20th century, shopping centres in this day and age tend to reflect the communities they serve; delivering on daily wants and needs, as well as acting as central meeting points for young and old.
Technology makes end-to-end supply chain visibility and predictive analytics a reality
20/05/2019 - 09:31
Line of sight is the biggest challenge for all aspects of the supply chain, from the manufacturer to the wholesaler, distributor, and the reseller and even to the end consumer. This lack of visibility and resulting lack of control results in a number of issues, from stock losses to pricing inflation, uncertain availability and increased time to market.
Egg Films' & One Show awardee creates nostalgic new TVC for Cadbury
16/05/2019 - 09:45
Hot on the heels on a spate of accolades for his short film ‘Vuka’, including a merit certificate from the prestigious One Show, Egg Films' Zwelethu Radebe has drawn on memories of his childhood to create a new TVC for Cadbury that will tug on South Africa’s heartstrings.
Brand engagement and the seniors' market: golden truths about the golden years
13/05/2019 - 11:19
It’s no secret that we live in a youth-obsessed society. This is perhaps no more evident than in the contemporary branding, media, marketing, and entertainment industries. Page through any mainstream publication, peruse the advertising screened on prime-time television or consider the media personalities that are held in the highest regard to see just how much youthfulness is lauded. Even from a strategic perspective, there is hardly a brand in existence today that is not affording consideration to attracting and engaging the “youth market”.