Derren Brown has done it again. The acclaimed illusionist is well-known for his attention-grabbing stunts and his latest announcement is no exception. Brown’s new project is a theme park attraction at Thorpe Park. Billed as a “multi-sensory experience”, 4D special effects and next generation technology will be integral to the success of the psychological thrill-ride.
It’s an interesting partnership – and not wholly surprising in an industry that’s grounded in shock and awe. But it raises the question of whether now is the right time for brands to seek new and unexpected ways to play with the mind and grab the attention of time-poor audiences?
Surprising experiences are now just a click away
Experiential marketing has long been the go-to method for shaking people out of lasting habits by combining immersive experiences with a personal touch. But today’s media climate makes that goal more challenging than ever before.
We’re all used to seeing highly visceral images in our everyday lives. 24/7 streaming news, broadcasting real-time footage of devastating crises and human rights atrocities mean that we’re often only ever a click away from being shocked.
So how can brands stand out? A host of emerging live creative technologies are set to not only transform experiential marketing, but also open up exciting possibilities for how we interact with the world.
Travel the world in an instant
Top of the list is virtual and augmented reality. 2016 will be a landmark year for these technologies as mainstream adoption grows. We’ve even seen Salvador Dali’s famous paintings brought to life via immersive VR. But the big change has come with live 360-degree streaming VR video now possible.
The ability to replicate the full picture through incredibly detailed VR video will have a massive effect – not just for the marketing industry, but also from a consumer perspective. It will become the new FaceTime.
This technology will transform live events, enabling an infinite number of people to virtually attend and soak up the experience. We’re just starting to see this now.
David Haye’s recent dominant comeback victory over Mark di Mori marked the first time VR viewing was placed at the heart of a live sporting contest, via an Android app that used a multi-camera, 360-degree production.
Just imagine what will be available to brands once it’s possible for us as consumers to be transported anywhere in an instant and placed firmly in the action.
Drones are also set to change the way we see the world. We’re on the cusp of autonomous drones with 360-degree VR capability being readily available (and quite affordable), which will provide brands and individuals with highly unique, personal and dramatic content, offering a whole new dimension of breathtaking views. Just the thing for social sharing.
Look no further than California’s Homewood Mountain Resort, one of the first brands in the US to use drones to capture slick footage of its skiers expertly navigating the slopes.
The impossible is becoming possible
Why are these emerging technologies so important? Because we are becoming ever closer to technology that can do the impossible, allowing us to travel anywhere in the world or immerse ourselves in something so realistic that consciously suspending disbelief will no longer be necessary.
We all want to be surprised – and sometimes shocked (in the right way). There’s great pleasure to be derived from unexpected experiences – ones that excite, educate and change the our surroundings.
Brands need to up their game to compete and stand out. The battle lines have been drawn. Live creative technology will emerge the winner.
Joss Davidge is director of the unexpected at BEcause Experiential Marketing
This advertisement feature is paid for by the Marketing Agencies Association, which supports the Guardian Media & Tech Network’s Agencies hub.
