Tecnologia, opportunità e marketing esperenziale

Si parla troppo spesso di strategie digital e social, che sembrano essere diventate il core delle nuove campagne di marketing e comunicazione. Si tende a ridurre tutte le azioni strategiche al mero utilizzo dei nuovi media e dei social media, senza considerare la realtà dei fatti. La nuova tendenza, il marketing dell’oggi è in realtà fondato su azioni pianificate che integrano l’on e l’off line in modo sapiente, tenendo al centro l’utente, che è chiamato ad una partecipazione attiva della campagna. Marketing esperenziale, un trand che taglia verticalmente il tanto in voga social media marketing. E non solo: troppo frequentemente si tende a considerare le nuove tecnologie come il fine di un’azione pubblicitaria. In realtà, esse sono soltanto un mezzo, che aiuta e che va sfruttato con intelligenza e impiegando le medesime tecniche strategiche in voga prima dell’avvento dei nuovi mezzi tecnologici.

Ecco cinque campagne di successo che mettono al centro le persone, sfruttando la potenza di tutto il communication mix a disposizione dei brand.

  • Ikea, azienda da sempre sulla cresta dell’onda per le iniziative avviate nel mondo della comunicazione, durante il salone del mobile a Milano ha sviluppato un’idea brillante per promuovere i propri bagni. Come si vede nel videoclip, hanno istallato un WC chimico, che in realtà nascondeva un bagno completamente arredato Ikea, per la sorpresa degli ignari “ospiti”.

  • Alcatraz, la serie di punta di laSexta ha creato un sistema di consegna a domicilio di pasti da prigione per lanciare la nuova serie. I prigionieri, scortati dalla polizia, consegnano a blogger e giornalisti i pasti. Ed hanno pure creato un servizio (scortese!) di customer service! Godetevela!

  • Parliamo di Ray Ban, altro brand all’avanguardia per quanto riguarda la comunicazione. L’azienda ha creato un’app che consiglia percorsi cittadini e locali assolati, di modo da potersi godere in tutta la giornata la luce del sole con i propri occhiali del cuore!

  • Gioca a Basket con lo smartphone, un’idea veramente bella, che mixa con intelligenza partecipazione, coinvolgimento, divertimento, interazione. L’azienda è ING, il brand ambassador è il campione NBA Dirk Nowitzki. L’idea è quella di dimostrare quanto facile ed efficiente sia ING.

  • Infine voliamo in South Korea. Problemi di vendite dalle 12 alle 13? Per risolverli si sono inventati offerte a tempo da sfruttare con un QR code solare…


Informazioni su Marco Vangelisti

Blogger, amante-studioso-esperto di marketing, comunicazione e social; creativo, motivato, ambizioso, ostinato e lunatico. Vedo il bicchiere mezzo pieno.

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  1. Il pungiball virale che crea engagement e viralizzazioni « COMUNICAZIONE E MARKETING, in prospettiva… - maggio 16, 2012

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