From Campaigns to Experiences
#1 Thing You Need to Learn from this Post:
Clinging to self-contained campaigns will make you irrelevant in this experience-driven age.
A More Detailed Exploration:
There is a much greater awareness within the brand and marketing world for the need to engage communities in experiences, not just conduct campaigns. This is increasingly important when it comes to cause initiatives.
Cause-oriented consumers want a different type of relationship. They want ongoing dialogue, narratives, quests, challenges, and unique experiences.
We need to move our minds away from self-contained campaigns and toward experiences that engage the heart and minds, some running parallel and some running sequentially. These experiences need to help meet the human need of community building.
Coke and Unilever understand this. Do you?
How do you need to reframe your operations? Do self-contained campaigns have value anymore? What experiences do you need to offer?
