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
As the ‘Asian century’ becomes ever more prevalent and the Fourth Industrial Revolution gathers speed, marketers are having to surf a tidal wave of creative destruction. The choice is stark: Embrace change, or resign yourself to a Darwinian fate.
Many marketers, agencies - and everyone in between - get caught up on bubble references and data points. They’ll use Facebook best practice as the only best practice for Facebook executions and only consider metrics and responses of the one channel they’re expected to deliver on.
A few weeks ago, our Prime Minister, Scott Morrison took it upon himself to tell companies and their CEOs where to go when it came to societal issues. It wasn’t an organisation’s place to get involved. Instead, he said it should be left to governments to solve societies challenges.
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.
Congratulations! So good to see a business turnaround with a good omni channel email lead strategy.Antanthonyidle.com
Anthony Idle
How Total Tools overhauled its omnichannel marketing
Well, you can always improve your service. Your customers will appreciate your efforts.
Mike Thompson
Report: Australian customer experience good but not great
Thanks for sharing! Terracotta Jewellery Online Shopping Ethnic Jewellery Online Shopping
Cotton Sarees Online
How data is driving the customers of a lifetime for BaubleBar
Informative blog. Xero is a well-known revolutionized accounting software, specifically developed to provide best User Experience and mak...
NavkarConsultancyServices
Xero evolves to fit a changing marketplace
>Writes article about how to show diversity in an authentic way>All featured opinions are from white women
Jennifer Metcalfe
Food for Thought: How can brands show diversity in an authentic way?