2010 has already seen 3D technology take the world by storm; but why is there a sudden need to get up close and personal with absolutely everything? I guess the answer lies in the emerging trend of â€˜really realâ€™ experiences that consumers now crave, a trend which has been around for a few years and, to me, shows no signs of abating.
Consumerâ€™s pursuit of everything and anything that gives them something different to talk about is a must. Status is no longer measured by symbols that you can show; itâ€™s all about the personal experiences that you can talk about. Having â€˜really real’ experiences is the most authentic and relevant way to appease this consumer craving, with entertainment technologies like 3D, augmented reality and the rest, in pole position to deliver them.
In their very nature, these technologies make what you see more life-like, they bring you closer to the action and they captivate an audience. They are harder to fabricate and therefore more trustworthy. They move the interaction from simple passive participation to an immersive experience, engrossing and involving the audience to a much greater degree.
Examples of this in action can already be seen with O2â€™s 3D screening of Englandâ€™s six nations rugby matches at cinemas across the UK, providing a completely new rugby viewing experience. Sky has also got in on the act, recently conducting a trial of 3D football screenings in pubs across the country. Of course we canâ€™t forget the traditional stomping ground of 3D, the cinema, with the hugely successful release of Avatar 3D taking all the headlines (and the box office takings).
Technology aside for a minute, this trend goes deeper than execution and into the very fabric of communication. Concepts and messages must maintain the raw sense of honesty and realty to truly resonate in the modern market place
So the point is simple. The rise of these technologies isnâ€™t technology for technologyâ€™s sake, its meeting a consumer need, a need to close the gap between sender and receiver. And this is true of both media and message. If brands can help facilitate this pursuit for â€˜realâ€™ experiences they not only create positive brand association, they also create an immersive interaction with a consumer which has no interruption. Surely, a marketers dream (certainly and experiential marketers dream)?
One important caveatâ€¦ content is still king. If it is poor quality, really real or not, the technology and the strategy will only bring to life your failings. So come on folksâ€¦ time to GET REAL.
-Alistair Dickson, Planning Team-