P2Blog

It's Time We Face Virtual Reality (Weekly Roundup: January 30)

Posted by Gabriella Prieto on February 3, 2017
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Every Friday, the P2Blog will feature five industry articles that are trending, relevant, shocking, hilarious, or rediscovered. The Weekly Roundup is a curated list of what Pop2Life is sharing around the office - complete with our thoughts and on-point opinions (IMNSHO).

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1. Tinder Takes a Swipe at Virtual Reality With This Prank at CES

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Photo courtesy: AdAge

Found in AdAge, written by Garrett Sloane

Tinder, the singles-swiping app that matches daters, is taking on something interesting at the Consumer Electronics Show. They are not a gadget maker, but they have a booth at the CES to show off this marketing stunt that is based on a virtual reality headset. The point of this stunt is so people will be making a love-match the old-fashioned way - in person. Tinder has been taking CES seriously for its marketing and has promoted its mysterious concept inside the booths. These people walk away for the first time with a new perspective of the reality in front of them, instead of behind a phone.

“We wanted to have some fun with the concept of virtual reality, given that the technology is one of the hottest trends for 2017,” said Ferrell McDonald, Tinder’s CMO in an email statement.

Our take:

Virtual reality (VR) marketing creates a narrative that drives results, engaging and raising awareness with immersion as users are completely immersed in the content - meaning fewer distractions and more attention on the message; impact as the intensity of a VR experience generates strong emotions in its users; memories because our brains remember events linked to locations, VR experiences have a longer trace in the audience’s memory; and novelty when early adopters can benefit from favorable media exposure.

At this summer's Comic-Con, Pop2Life and AMC collaborated with live event agency Production Glue, to produce and execute a gaming experience and that brought Fear the Walking Dead to life. 

Fans moved through a series of five games, in which they were presented with a series of options and moral decisions to choose from that were crucial to their survival. Dilemmas include scenarios such as, should we let the mother and child adrift on a raft aboard the ship? They might have supplies to share or they might drag down the crew and put everyone in harm's way. At each game, fans either gained or lost points for their decisions and every choice has a consequence.

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2. The Most Creative (and Effective) Super Bowl Marketing Strategies

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Photo courtesy: Campaign US

Found in Insight, written by Allicianne Rand

The Super Bowl is one of the single most expensive nights for advertisers, with prices climbing every year. With so much money spent and made on the Super Bowl, the brands are doing all they can to extend their reach beyond a 30-second TV slot. The best marketers are experimenting with creative content and social strategies to extend their audience and reach engagement way beyond the screen.

  • By understanding the related interests of your audience, your content strategy will connect, engage and remain relevant far beyond a single event
  • Find the white space when building your content and channel strategy. This will ensure you truly stand out from the crowd.
  • Think of your pillar event and sponsorships as a long-term strategy. Engage your fans before, during, and after the main event.
  • Don’t reinvent the wheel. If it works, go big!
  • Trust your consumer. Harness their creativity to get to the essence of your brand.
Our take:
We MUST always find a way to think out-of-the-box ways to escape the sharp peaks of traditional campaign engagement. The most forward thinking marketers are focusing on consistent engagement with their consumers. A content strategy tied to traditional TV ad campaigns enables marketers to maximize reach, longevity, and impact.

Marketing tactics must shift with the tide. The currency of consumer attention is rising in value; it’s simply harder to grab. It’s becoming more difficult for a brand to stand out and leave meaningful impressions (using only the tactics of the past). It’s a classic supply and demand equation. The “supply” of attention is increasingly pressured by the siren song of our devices, constantly demanding our rapt attention (and getting it).

Conversely, the “demand” for events and experiences has never been higher. Millennial-centric research has shown that this generation truly values experiences over possessions - and their spending patterns indicate the same. Incidentally, event attendance and consumer spending around experiences is on a steady rise and seems to be bleeding over to more than just the millennial consumers, further amplifying the “demand” side of the equation. 

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3. 6 Hotel Booking Tricks From Our Event Concierge Team

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Found in P2Blog, written by Gabriella Prieto

If you’re booking for a business event:

1. Build a relationship: The managers that you speak to about booking a room are the ones that are in charge of the rate you receive, what rates are being offered, and how much attention they give you on-site. If you create a pleasant first-impression, you are guaranteed a great experience.

2. Negotiate: Whether it is getting a bigger room or better deal, it doesn’t hurt to negotiate. To maintain a successful partnership, stress that your main goal is to create a contract that is mutually satisfying. When negotiating a preferential rate given by the hotel, always request for more. For example, ask the hotel if they will give you VIP welcome amenities or limo service to/from the airport. In addition - if the hotel offers a 90% attrition, which is the amount of people on the entire contract, but you want 85%, ask for 80% so they meet you in the middle. Now, you’re getting exactly what you wanted from the start!

3. Pre-event meetings: Have a pre-convention meeting with the hotel to go over all of the outstanding items and review the program. Ask for a rooming list from the hotels system and double check reservations. In addition, make sure if your client is arriving early, book them the night before to guarantee an early arrival.  

If you’re booking for leisure:

4. Time your booking: This may be risky, but if you book 24 hours within your stay, you might get the best deal. Apps, such as HotelTonight, will give you amazing last minute deals by booking wherever, whenever on your mobile device. Hotels want to avoid vacant rooms, so they give last minute rooms at a lower rate. Also, if you time it right when you check in, it is possible to get a better room for the same price. This is because once your hotel has checked is majority of guests for the night, they can better evaluate their vacancies. 

5. Use your resources: Websites such as The Suitest predicts the best price without leaving you without a room. Services like Yapta track if prices of the drop and Tingo actually rebooks the room for you and credits the difference to your account. Join a hotel loyalty program to get the hotel’s perks and search for as many coupons as possible.

6. Utilize your rewards: Utilize your cash back and credit card rewards. Cards such as Discover and Capital One Venture offers travelers everything from cash back to bonus points to miles. Value all of the organizations that you may be apart of and always check if you would be considered for a discount. The more typical organizations that receive discounts are AARP, AAA, etc. You could possibly get a discount for being in the Professional Disc Golf Association - now that’s a stretch. 

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4. New Skills That Forward-Thinking Marketers Should Adopt

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Found in Forbes, written by John Rampton

A lot of changes have been happening in the digital marketing world and we can expect even more changes in 2017. The role of the digital marketer has undergone significant changes, they trace back to print, radio and television. Now, digital marketers are on SEO, social media, and content marketing. In the past, marketing was a strategy to get people to spend money. Now, the goal is to get immediate and quantifiable revenue.

Three skills to help remain in good standing in the digital marketing world:

  1. Third-Platform Skills: This is a label given to the collective disruption digital forces, including social media, big data, cloud computing, and mobile computing. By 2019, studies show that third-platform technologies and services will drive to 75% of all IT spending. Marketers will benefit from enhancing their third-platform skillset in the coming years.
  2. Live Streaming Content Production: The future lies in live streaming video content. One study says that the global streaming market will grow from $30.29 billion in 2016 to $70.5 billion by 2021. However, written content will always have a purpose because it is scannable, searchable, and easily consumable.
  3. Business Intelligence: This simply empowers companies to analyze massive amounts of data and information. These tools are emerging and it proves especially useful to marketers in the years to come.
Our take:

What will 2017 hold for the digital marketing industry? At Pop2Life, we are indulged in digital marketing because we create experiences. By doing this, we want to appeal to our partners and bring in as many new partners as possible. In the marketing world, we have seen the traditional style of aggressive blind marketing, which is more about sales and less about creating meaningful experiences. We create these experiences, with the notion that the relationship will lead to long-term partner loyalty. At this point, all we have to do is evolve, constantly, in order to stay relevant.

Experiential campaigns used to be a race among brands to see who could fill the largest arena and give away the most free samples - it was quantity over quality and the results reflected their imperfect goals. 2017 will bring positive changes to the experiential marketing industry, with a newfound focus on the individual experience rather than mass appeal.

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5. Live It. Or You’re Dead.

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Found in Business Standard, written by Amaresh Godbole  

Since brands are more action-oriented, digital media has been booming. Live streaming has a lasting effect on audiences because live events only make things more interesting or spicy. It is a combo of cultural and economic factors that are developed for digital natives.

Audience mindset: FOMO is real, people. Millennials practically cry when they see ‘snaps’ of their friends having a good time. Lifestyles have changed especially when it comes to live streaming. If there is an invite-only event, it creates an even wider audience.

Instant Gratification: What is included on-demand viewing, is the new way of living. Oversharing is the next best thing - whatever we see and enjoy we tend to share our experiences with someone else. Therefore, brands are switching to content marketing rather than plain advertising.

Content consumption: Most influencers or celebrities are trending daily content, which means they don’t need a script and you can go live whenever they want. You can go live stream and make everyone jealous. Behind the scenes action transports you there.

Brand intervention: To amplify experiences, brands go through experiential marketing or online experiences. If there is a technology-enabled experience, people are more inclined to live-stream.

Snapchat: Facebook’s biggest threat because Snapchat was the first one that went live.

Macro factors: Entire companies are setup to enable live streaming. Now, anyone with a smartphone can do it.

What’s next?: Every new trend dwindles. Live streaming will work for some and may not work for others. You must always go back to the basics and ask yourself: What’s my objective? Who am I talking to? Why would my audience care to view this?

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Topics: pop culture, news, experiential marketing, events

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