Interactive Branding in 2018

Engaging with customers has taken on a whole new level with the acceleration of advancing technology. Brands are getting more and more creative with their interactive marketing campaigns to boost their brand, gain brand awareness, and generate meaningful leads. 

An article done by the AWWWards Team claims that humor and joy are the two most important aspects of nearly all interactive marketing campaigns. The two hemisphere's of the brain, the left used for mainly logic and analyzing while the right is activated by stimuli and humor, relay information to each other during properly done interactive marketing experiences and create a relationship between the consumer and the brand on a more personal and memorable level. 

Sony did just that recently in New York's Flatiron district as they unveiled their Sony Music Experience exhibit that includes a recording booth, an album cover shoot, and a video shoot. "Visitors to the music exhibit will be treated to a very special pop-up store, where fans can listen to over 20 Sony Music recording on vinyl. There will also be limited edition merchandise for sale, such as t-shirts and hoodies." 

The Objective

Experiential marketing appeals to logic, emotions, and values of the target consumer. Giving the opportunity to interact with customers using products or services gives the increasingly shortened attention span of consumers a chance to connect with a brand before the competition will. According to the Alabama Media Group, 70% of B2B marketers state that this approach is one of their top strategies for creating memorable experiences with their target audience. 

The Approach

Tapping into the growing experience-driven market is important to consumers' new buying behavior. It is important that brands infuse their marketing tactics with their target audiences' current values interests. Since consumers are constantly taking steps towards skipping over ads and becoming increasingly unaffected by marketing messages, experiential marketing is one of the most proven ways to grab attention and gain prospects. 

The Interaction

Brands must constantly look for new and innovative ways to solve customer issues and complaints. Infusing the customer's values and self-purposes into the interactive brand experience helps the customer journey to make them feel connected to the brand. 

Sony did this by incorporating music, color, and experimenting with interactive technology to create an engaging experience that is impossible to ignore or forget. 


Your business goals should be the foundation of an experiential marketing campaign - using frameworks to guide the planning behind the experience will help maximize strategic value and engage your target audience. Building the "like, trust and know" factor with your target audience with live customer encounters. Committing to incorporate this strategy into your marketing will have businesses experience an exponential growth in brand awareness, follower engagement, and sales.