Brand marketing is constantly evolving. As we move from Web2 to Web3 brand marketers would be wise to prioritise ‘experience’ in future projects. Experience will elevate brand marketing beyond two-dimensional entities, allowing them to articulate personality and emotion in different ways. Through experience design, brands can take their visitors on an immersive experience that reflects their values, mission, history and so on.
Agencies like Mather & Co are helping commercial brands across the globe to hoist their offline presence and overtake their competitors by creating experiences that showcase a unique brand story. Established in 1995 by Chris Mather, Mather & Co’s work includes the Gretna Green Experience; Downton Abbey: The Exhibition; Silverstone Interactive Museum; the R&A World Golf Museum; and The Royal Mint Experience.
Mather & Co nail ‘experience’ in brand marketing through merging a strong ratio of creativity and technology – which will boom in the web3 space.
An example of a technique that does so is projection mapping which has been seen in a 360-degree sports experience that took over London’s O2 Arena, as well as a giant installation in Saudi Arabia using the Tuwaiq Mountains as its canvas.
A recent project for the R&A World Golf Museum saw Mather & Co produce the Celebration of Light projection-mapping show across the famous Royal & Ancient Clubhouse building. This extension of the experience allowed the iconic golfing brand to reach millions of people worldwide, narrating 150 years of golfing history to mark the occasion of the 150th Open.
Interactive moments are also crucial to experience. With technology at everyone’s fingertips, people are now looking for more participatory and physical interactivity that they cannot do at home. Creating immersive and interactive experiences allows brands to connect with their audiences in different and more memorable ways.
Reliving iconic and nostalgic memories is also a major play. No-one can deny the success of offers such as the Harry Potter Studio Tour, Game of Thrones Studio Tour and the Doctor Who Experience which are sweeping the nation and extending connections with fans of the shows.
Mather & Co worked with NBCUniversal and Emmy-winning writer Julian Fellowes to create an immersive experience for the internationally acclaimed TV programme Downton Abbey and created one of the most successful studio tours in the UK around the original Coronation Street set.
When it comes to brad marketing in a futuristic sense, we can learn a lot from such examples.