By Olivia Atkins Given the year the world has just had with weathering the pandemic, many are hoping that we’re through the worst and entering a much more manageable stage of the Covid outbreak, with life starting to return to some version of normality. With this being said, it’s little wonder that experiential marketing is now being demanded and accepted by consumers. Prior to the pandemic, experiential marketing was already on the rise with marketers recognizing the increasing popularity of brand experiences and events. Consumer desire for real-life interactions has understandably only accelerated given the restrictions in place around socializing. Live events, which returned to Read full story › Source: The Drum...
Read MoreBy Joe Flowers Last week, Facebook debuted Ray-Ban Stories, the first-generation Facebook smart glasses created in partnership with Ray-Ban parent company EssilorLuxotticca, which allows wearers to capture photos and videos, take phone calls and listen to music. The release of Ray-Ban Stories was met with mixed reviews as analysts noted the privacy and security concerns that would accompany some of the impressive features within the modest product design and previous smart glasses competitors. Nevertheless, Facebook’s entrance into the wearables market with Ray-Ban Stories signals an important step in the company’s larger business transformation, as Facebook seeks to bridge the divide Read full story › Source: The Drum...
Read MoreBy Sanjay Nazerali As part of The Drum’s Experiential Marketing Deep Dive, Dentsu X’s Sanjay Nazerali ponders how the virtual and real world might come together for a single, seamless experience better than either. The metaverse as a term has been with us for nearly 30 years, since Neil Stephenson coined it in his 1992 novel Snow Crash, describing a sort of VR successor to the internet. As the internet evolves into a more immersive space, could we be getting closer to Stephenson’s vision? Mark Zuckerberg is betting on it. In August he spoke about his vision for a metaverse as part of Read full story › Source: The Drum...
Read MoreBy Ellen Ormesher As restrictions lift in the UK, live events are back in full flow – but last year in 2020, recipe-box brand Gousto inspired people around the country to get cooking at home. Following its record-breaking year, Gousto is now hoping to transport time-poor home cooks around the globe, from their in-person events, to their own kitchens. We speak to its VP of brands, Anna Greene, to find out more. When lockdown first hit in March 2020, Gousto felt the impact straight away. “In the period between March and April last year, the increase in adoption of online grocery was more than Read full story › Source: The Drum...
Read MoreBy Sam Bradley R/GA hopes its ‘experience community’ of digital specialists can help guide brands through a changing online landscape. As part of The Drum’s Experiential Marketing Deep Dive, we speak to Michael Olaye, its vice-president and managing director, about why marketers need to have one eye on the future and a willingness to apply experimental methods. While many people have begun new, remote jobs during the pandemic, few have faced as many obstacles to eventually meeting their new colleagues as Michael Olaye, the recently installed vice-president and managing director of experience community at R/GA. Olaye is speaking to The Drum Read full story › Source: The Drum...
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