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
Ginni Rometty, the CEO of IBM, announced the death of customer segmentation five years ago saying, "The shift is to go from the segment to the individual. She might have been a bit premature for most marketers, but if customer segmentation isn't dead yet, it's definitely on life support.
Andrew Ehrenberg was a giant in the field of marketing science. He believed scientific methods could reveal law-like patterns of how people buy. In this post, I summarise one of Ehrenberg’s most important discoveries and its implications on how people buy brands.
The purpose of Artificial Intelligence (AI) has always been to replace the menial and repetitive tasks we do each day in every sector, so that we can concentrate on doing what we do best. Saving time and money has certainly been a decent outcome as AI infiltrates the business landscape, however, now we are starting to see problems that cause major issues in practice.
In this bonus last episode of this new podcast series, BrandHook MD, Pip Stocks, talks with former ANZ group general manager of marketing, Louise Eyres, talks about the importance of thinking like a customer and using intuition to solve customer painpoints.
This is so cool & Innovative . A Milestone will be created by this.
Digital Marketing Courses
AANA, IAB and MFA chiefs detail first cross-industry digital advertising practices
“2019 will be the year brands leverage their social capital with consumers to help drive sales, answer questions, and act on the brand’s ...
Engenius
Predictions: 9 digital marketing trends for 2019
At the deeper levels of artificial intelligence, computing machines make all kinds of correlations among whatever data is available to th...
Fraction Tech
Is artificial intelligence riddled with bias? - Customer Design - CMO Australia
https://myiplookup.com/ - find your ip address and location information in our main page. Also there are many ip tools you can use : IP L...
savefrom
iSelect outlines new approach to arrest ineffective marketing as its reports full-year results
https://myiplookup.com/ - this website will allow you to View Alexa Ranking and graph Check http headers of a website, tool to compare te...
savefrom
The Star's first CMO creates all-new marketing team