Marketing Mystery: Creating Dreams
When we refer to Dreams as a tenant of Mystery in Lovemarks, this includes the Jungian interpretation of dreams (acquainting oneself with one’s unconscious) and the experiential essence associated with lucid dreaming. Dreams reveal items in a person’s subconscious (i.e. aspirations, hopes) but it is also tied to elements from a person’s waking environment. Dreams are such an important part of creating Mystery because it speaks to people on very deep, personal levels. It involves emotion and storytelling, fantasy and reality.
Technology has enabled magical dream-like experiences to be created through sight, sound and motion. It can make you see things differently and/or make your aspirations a reality if only for a fleeting moment. Here are some recent examples of how brands are creating dream-like experiences for their audiences. As with the effectiveness of any campaign, ask yourself “Do I want to see it again?” and “Do I want to share it?”
Sprint Phone Dreams
What does your phone do when it’s ‘sleeping’? Does it dream? That’s the question that American wireless provider Sprint asked in the development of a campaign that creates customized video ‘dream sequences’. Created exclusively for cinema, viewers text to participate and a personalized mini-movie is produced based on the individual’s publicly available information on Facebook. “It’s really about capitalizing on passions, and really helping Sprint build strong connections with its audience,” says Caralene Robinson, VP, Brand Strategy and Marketing Communications at Sprint.
Empreinte Holographic Window
French lingerie retailer Empreinte used holographic technology to create the mirage of a lingerie clad model browsing their store before disappearing in a shower of stars. The nature of the window display attracts the attention of passersby who become mesmerized by the mysterious figure shopping in the middle of the night.
Guinness QR Code Glass
One facet of mystery is the unveiling of the unknown. When you discover something that wasn’t immediately obvious, you feel surprised. To solidify the positive customer experience, delight should soon follow. The Guinness QR code glass reveals a scannable code that works when the glass is filled with the dark brew. According to Adweek, the code “tweets about your pint, updates your Facebook status, checks you in via Foursquare, downloads coupons and promotions, invites your friends to join you, and even launches exclusive Guinness content.”
New York Giants’ Virtual Ring
Fans of the New York Giants are able to envision themselves wearing their very own Super Bowl XLVI championship ring by using an augmented reality app. Users can try on the ring, snap photos of themselves wearing the ring and share the images with friends. A Lombardi Trophy is also available for those not into the jewelry. The use of dreams in this instance appeals to fan aspirations of being a part of the team and brings that dream to life.