On the morning of July 30th psLIVE hosted a seminar on Live Storytelling, which followed on from a feature recently written for Event magazine on the same subject.
A number of different speakers explored the Art of Storytelling within experiential marketing.
Michael Brown, MD psLIVE opened the event explaining how they are operating in one of the most exciting times for marketers as they are constantly presented with new ways to reach audiences. On the other less optimistic hand, he explained these times can be evermore difficult to navigate with often fragmented and poorly understood new methods of communication. With so many channels available, consumers are bombarded with messages, so how do we make our campaigns stand out? What’s the difference between the messages that make it through and the ones that don’t? He went on to say that here at psLIVE, we believe it’s the messages that tell a real story, regardless of channel, that get the cut through. Storytelling’s been relevant since the days of the cavemen, as long as 35,000 years ago, when we began describing what we see and telling the story of the human experience. The somewhat forgotten art of Storytelling allows a message to not only be heard, but experienced with all of our senses.
Ryan Hedditch discussed how we’ve been working tirelessly to consider how we help our clients maximise the impact and return of the Live Brand Experience. He presented a proposition which expands a Live Brand Experience’s reach and impact from the physical world to the digital space, before, during, and after. Ryan said “We now have a range of digital channels at our disposal through psLIVe. It’s about choosing the right digital channels for a client’s particular audience, and objective. For example, post-event video promotion will be most relevant for visually-spectacular events, with awareness as a key objective, while CRM can be a very strong revenue driver for high-ticket brand experiences, as each bit of data captured is high-valued”.
He went on to describe the key benefits for our clients:
- Your work, travelling further in the digital world
- Smart integration between the physical and digtial
- Measurement you can use
Adam Cherry, Digital development Director at Liveposter, discussed how by combining Liveposter’s dynamic OOH expertise with psLIVE’s expertise in experiential they can deliver brands the ability to deliver real-time storytelling at scale. Turning an experiential idea from something that’s quite niche into something that’s scalable across multiple channels. Cherry went on to describe Liveposter’s new product – Live Cloud. A dynamic platform that gives an advertiser absolute control of how to tell a story in the out of home space, how a story unfolds, how people participate and how content can be distributed across multiple channels.
Alex Ryden, Insight and Integration Manager Posterscope, detailed how stories are borne out of data and insight. He described how Data can be separated thematically into three different groups: physical data, psychographic data, and behavioural data. Physical data looks at how people are interacting with the environment around them. Route data does this at a grand scale and we use it every day. But it can be used in conjunction with other datasets to give a richer, and more rounded, viewpoint. Psychographic data refers to attitudes and behaviours of people, in this case, caught in OCS. Behavioural data relates to how people are behaving online when out of home using data from, for example Posterscope’s partnership with EE.
Christopher Nicola, Head of Urban Partnerships, psLIVE explained how to create meaningful brand stories through initiatives that impact on people’s lives and the spaces and they live in. Consumers are increasingly aware of the social impact of companies, and brands that communicate their CSR values well are gaining a competitive edge. Christopher introduced Urban Partnerships, a specialist division that matches brands with not-for-profit partners and public sector organisations, he went through some case studies and up and coming projects (such as the PopBrixton and adidas partnership launching this week) that show how brands can create successful experiential campaigns that align brand marketing objectives with positive changes for society.
In addition the seminar featured a number of technology partners for a live interactive session
Josh Ayto – Brand Partnership Manager, Google
Working with a small number of brands to create the best in class digital branding experiences using Google technology, they demonstrated some of Google’s tech products including Google Cardboard.
Admobilize showcased real-time audience recognition and how real-time audience recognition technology can provide data to optimise experiences on the fly.
Amplifying immersive experiences – Immersive Virtual Reality is often a solitary experience but it’s possible to leverage to large format DOOH to amplify an activity to a wider audience. We have some truly stereoscopic (3D) VR experiences which demonstrate the full capability and potential for rich content and engaging user journeys.
Location Beacons are being used in a variety of innovative ways to transform urban environments e.g. local councils are using them to identify empty street parking bays and transmitting location to nearby car users to reduce emissions. These were used during the Live Storytelling workshop so you can experience the power of location based triggers to demonstrate how such tech can benefit live activation.
Some of the star technological attractions from some of our recent campaigns will also be showcased in hands on style:
Center Parcs: Our smartphone archery tutor: See how mobile enabled OOH experiences can put consumers at the centre of the story.
Lego: An interactive photobooth from Lego demonstrates how families can connect with characters and create a lasting memory.
Artificial Intelligence Augmented Reality Discover how AR is using algorithms to dynamically generate and evolve advertising creative live.
If you would like to find out more about the session please contact Michael.firstname.lastname@example.org