YouTube reminded us that content is still king when used effectively. The online video pioneer’s “In Six Seconds You Can…” exhibit was a stroke of genius, taking attendees on adventures through the past, present and future.
A significant element of their SXSW experience was a viewing studio that pulled visitors into curated stories. This proved how effective immersive experiences are to dwell times, and made us reflect on how we video remains an important element of shopper engagement. We also noticed how they brand “on the go” content very similarly to what we have achieved for our clients at AT&T.
YouTube even offered a culture-based print magazine. Similarly to the viewing room, it was all about connecting with people and their stories.
[fontspecial]Personalization: Make the Intangible Tangible[/fontspecial]
There were several compelling exhibits that showed the significance of accessibility to creating a memorable experience. Animal Kingdom is a TNT show based in LA with an emphasis on beach culture. By letting people come surf and having Vans available to customize with a killer artist, TNT made the fabric of the show physically accessible.
Amazon offers a second example with its Man in the High Castle exhibit. This interactive, intrigue-based pop-up experience lured visitors into an atmospheric immersion. Like the show itself, Amazon’s reimagination of an existing bar/restaurant, evoked an alternate world where rebellion simmers in the shadows and only secret (RFID-enabled) passwords provide VIP access.