Discovering disruptive marketing trends

Today I went to a luncheon on disruptive marketing trends at the Digital Professional Institute, and I heard about some pretty cool stunts and ideas. I don’t consider myself much of a marketer, so this was all new to me. I’m also hesitant to download new apps (I get app fatigue) and don’t attend many cool events or conferences. But at the end of the presentation, I took away from it how rich consumer experiences can be paired with technology for really amazing results.

  • Chevy’s World’s Largest Claw Game. Remember the claw game in the movie theater lobby? This is a virtual version where the prizes are cars and laptops. It was projected onto the side of a building in L.A. I could easily see how this event could go viral on social media as people stopped to watch, record it on their phones or post the experience to their Facebook page.

  • Coca-Cola created interactive vending machines that connected people in India and Pakistan. The idea was to create joyful interactions, because that’s what Coke wants people to associate with their brand. And this feeling even has ripples after the event as people watch the ad now.

  • Bud Light’s “Up For Whatever” campaign. Besides making pretty entertaining ad spots, by giving these people once-in-a-lifetime experiences (prancercise, anyone?), they become brand ambassadors who will likely be lifelong Budweiser evangelists.

There are huge costs associated with all of these, and I don’t think it’s feasible for most businesses. Nonetheless, it’s important to see where the best marketers in the world are taking brands and how we can take small parts of it for ourselves.

(Above brand examples were courtesy of folks at Populous Digital and Resolution Productions Group).


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