Unquestionably, we live in the digital age. Companies have gone through many transformations in recent years, including in the way they do marketing. Even in this new context, in-person activities still hold immense value. And that’s why a good activation for trade shows and events can still deliver outstanding results.
But without a doubt, it’s essential that these activities provide unique experiences to consumers. And to make that happen, technology and innovation must be part of the mix. So there’s nothing like working with a company that specializes in the field.
Alice Wonders has stood out for innovative, interactive activations that engage people and create moments that aren’t easily forgotten. And that’s the way to win over a bigger audience and turn ordinary consumers into brand fans!
Below, we showcase five interactive activations Alice Wonders created for major brands. Read on!
1. Vending Machine
The vending machine is an old concept that has been widely used in Brazil for decades. They’re nothing more than the machines that sell sodas and snacks. But in recent years, this idea has been revamped to make room for technology and innovation.
And that has turned vending machines into true platforms for interaction between people and machines. As a result, these machines have become a valuable tool for bringing companies and consumers closer together, thanks to their ability to create experiences.
With touch screens, vending machines offer a unique way to interact, letting people choose how to shape their own experiences. That’s why, in addition to selling through these self-service stations, brands have been using the machines to drive engagement.
Proof of this is the activations Alice Wonders helped build, most notably the one for Ticket at the CONARH 2022 event. In this case, the machine collected lead information through interactions. For participants, besides the eye-catching, futuristic look, there was also the perk of receiving a branded giveaway.
2. Interactive Games
Gamification is a universal trend when it comes to generating interactions that benefit brands. After all, there’s nothing better than offering an engaging experience to get people to give up a bit of their time for brands and campaigns.
Interactive games can be used on all kinds of occasions, but they’re especially effective when there are setups capable of grabbing people’s attention. And, of course, when there’s something in it for the consumer who decides to take part.
At trade shows and events, as well as other activations on special occasions, games often draw lines of people waiting for their turn to play. And the most interesting part is that this format can be combined with others, as is the case with vending machines.
It was with this concept that Alice Wonders created an amazing gamified interactive experience for the Brazilian Association of Cookie, Pasta, and Industrialized Bread & Cake Manufacturers (Abimapi).
On Cookie Day (July 20), a vending machine was installed on the streets of São Paulo. To get the giveaway, consumers had to nail a few dance steps on a high-tech dance mat. The activation, of course, was a hit!
3. Instagrammable Space
One of the best and easiest digital marketing strategies is User Generated Content (UGC). It’s the practice of encouraging consumers to create content that promotes your brand. In other words, that person will post a photo or video on their own social media, tagging your page and joining a campaign or promoting a product.
And to encourage this kind of content, many companies run brand activations with Instagrammable spaces. These areas feature lights, signage, furniture and a range of other sophisticated, beautiful items that make for great photos. As the name makes clear, these are shots that will look amazing on Instagram!
And when this is offered to the public, it’s only natural for people to tag the company or add the location, which is especially valuable for stores. It’s practically organic advertising, with a high engagement rate.
Augmented reality
It’s no news that augmented reality is one of the biggest retail trends when it comes to brand activation! Companies have been making the most of this kind of campaign, and the reason is simple: the engagement level is really high.
Augmented reality experiences are unique and can be explored in many different ways. Among the most successful, mainly because they’re so convenient, are those that use the smartphone camera, which are becoming more and more common.
The idea is to bring users into a digital reality so that they are, in some way, included in that environment. It’s an innovative and very useful concept, since brands use it to create product simulations, for example.
There are also campaigns focused on engagement, that is, on building an emotional connection between consumers and companies. These tend to be a hit, like the campaign Alice Wonders created in partnership with Magazine Luiza.
Immersive room/booth
Immersive experiences are also among the top brand activation options focused on technology and interaction. In these experiences, people can enjoy unique moments in which they’re at the center of a very special narrative.
Immersive rooms, which can also take the form of a booth, combine several technologies, such as holographic projections and augmented reality.
The idea is for participants to be immersed in the experience, but within a real, physical space. There, sound and image come together to create complete immersion.
In 2019, Alice Wonders created the Virtual Elevator, an immersive booth built in partnership with DASA as part of an awareness campaign for Pink October.
Bonus tip – Ajinomoto Booth
How about a bonus tip to inspire you and your company when planning an innovative activation? Among Alice Wonders’ cases is a campaign created in partnership with Ajinomoto for the 22nd Japan Festival.
Using technologies such as Lift Learn, Invisible TV, Interactive Timeline, Nerve Test and more, we created a unique experience for the event!
An activation at trade shows and events can bring more visibility to your company. And you can also create amazing experiences at your own POS. To do that, cutting-edge technology and an innovative concept are two essential ingredients.
How about having Alice Wonders on your project? Get in touch with us!
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