Human beings are naturally curious creatures.
Babies have an insatiable interest in whatever’s happening around them. They will see, hear, feel, smell, taste and even swallow their world.
One of the things which I have been wrestling with lately is this:
How can one keep one’s customers continually keen in one’s products and services beyond a short-lived campaign? More importantly, can we sustain their interest over a longer time span and find different ways to build on it?
My visit to the Coca-Cola Pavillion at the Shanghai World Expo was certainly one of the highlights of my trip. As a geek who firmly believes in the virtues of experiential marketing, branded entertainment and transmedia storytelling, I was almost brought to tears (fanboy style) by Coke’s immaculate attention to details here.
Every single consumer touchpoint in its pavillion, fashioned after its world-famous “Happiness Factory” transmedia campaign, was a 360 degree brand encounter. The entire holistic and immersive experience was orchestrated to stimulate the senses, from sight, sound, scent, taste to touch. For Coca-Cola fans, it was also highly emotional and community bonding.
Let me bring you through the journey.
Have you wondered how Coca-Cola became the world’s leading brand?
Well, thanks to Coca-Cola, I’m about to find out.
I’ve been selected by Coca-Cola to be one of two bloggers (the other is Alvinology) to fly to Shanghai for the World Expo to cover the launch of its pavillion, explore its new Global Innovation and Technology Center (GITC), and attend events such as its Founder’s Day ceremony and an Expo Celebration Concert.
Transmedia in a diagram (courtesy of Seize the Media)
Crossing various media platforms (or Transmedia, a term which is well expounded by Kevin Lim) isn’t something new in the world of marketing communications. We have always done that in our ever desperate bid to attract eyeballs, visitors, and revenue in an increasingly crowded marketplace.
Witness how quickly the emergence of communication technologies like the printing press, telephone, radio, television, websites, mobile phone, huge electronic billboards, bus stop shelters, and building facades are used for advertising purposes.