Shopping centres group launches virtual reality experience for consumers as well as cutting-edge 3D video brand campaing on social media
Virtual reality and 3D effect videos across Facebook and Instagram are two ways AMP Capital Shopping Centres is embracing technology innovation in its brand and engagement programs.
As part of AMP’s biennial Amplify Festival, the company has launched a virtual experience for event attendees showcasing iconic Australian environments. The Virtual Voyage installation allows consumers to use either a Google cardboard headset, powered by a Google Nexus device, or a Samsung VR Headset, powered by the Samsung Galaxy smartphone, to participate in a virtual reality experience.
The digital-led activation is being trialled as part of the festival, which runs until 5 June, before being rolled out into shopping centres. AMP Capital Shopping Centres head of shopping centre marketing, Belinda Daly, said Virtual Voyage was about creating a point of difference for the retail malls.
“The concept uses technology to build on the notion of the customers’ ‘third place’, creating a truly unique experiences for visitors to our centres,” she said. “We will take Virtual Voyage on a roadshow of our centres, utilising it as part of school holiday activities, where we will be able to bring Virtual Voyage and the immersive environments to life through a range of interactive journeys.”
Read more: Why virtual reality is opening a new world for customer interaction
AMP also claims to be one of the first Australian brands to create a series of short 3D effect videos as part of a branding exercise across social media.
The group has created four posts initially, aimed at reflecting the shopping centre group’s food and fashion focus through fabrics, fresh fruit and coffee. Each shopping centre will run a selection of the posts across Facebook and Instagram accounts.
“It’s important to us to create a synergy between the innovation experiences we provide in our bricks-and-mortar centres and the content delivered via our digital assets,” said Daly. “We believe this 3D effect will deliver greater consumer engagement than the 2D posts or ads brands are currently creating for Facebook and Instagram.”
The 3D posts were produced by Hausmann Communications and Dangermouse Productions and don’t require any glasses to view.
Hausmann group digital director, Jenna Setford, said the 3D effect was a great fit for AMP’s shopping centres given the broad range of audiences it needs to target. AMP represents the first retail centres to rollout the technology since it was introduced in the US earlier this year.
AMP owns 23 shopping centres in Australia and New Zealand including Macquarie Centre, Garden City (NSW), Malvern Central (Victoria) and Pacific Fair (Queensland).
The group’s week-long Amplify Festival is designed to encourage customer-led innovation and encompasses an exhibition, talks, workshops, breakfasts and seed funding events. More than 2000 visitors are expected to take part.
A look at other campaigns succeeding with emerging technology
Follow CMO on Twitter: @CMOAustralia, take part in the CMO Australia conversation on LinkedIn: CMO Australia, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+: google.com/+CmoAu
The second episode of CMO’s 3-part video series on how CMO50 luminaries are achieving greater marketing agility has landed!
The humble unboxing video is a powerful tool. Correctly executed, it harnesses consumer fandom, viral authenticity and brand design magic to deliver a high-impact message to a tightly targeted cohort of consumers.
Purpose is the ultimate statement of intent for many organisations. Why are we here? What are we trying to achieve?
Warren Buffet is an unlikely ally for marketers. But his belief businesses need strategic moats that increase their value in the market while acting as barriers to competitors can offer marketers a new playbook for brand building and driving growth.
Undoubtedly, Robotic Process Automation enables marketing teams to accomplish repetitive tasks with fewer resources at a great accuracy.
Raj
What marketers need to know about robotic process automation
who wants to date me I am 9 years old and i am a boy
Jeremy Hawkins
Sink a sub gaming experience signals Subway's renewed brand push
Great read. I agree that it should be a perfect balance between interacting with your customers and knowing your brand. As a business, yo...
Caroline Scott
7 ways CMOs can improve their customer engagement game
Very true. Team development helps improve collaboration among the team members. I was able to improve my team's collaboration skills by t...
Quent Sinder
Why empowering others can help make you a great leader
CRM is a very good software that can help you succeed in your business. In my company, this system has allowed me to improve customer rel...
Anna Janicka
Sensis rebrands to Thryv and brings business software to Australian SMBs