Playfully Experience Your Brand

Ex­pe­ri­ence your brand thanks to aug­ment­ed re­al­i­ty and gam­i­fi­ca­tion.

Our sens­es are im­por­tant to com­pre­hend a brand. We have es­tab­lished that odours con­nect mem­o­ries the fastest, how­ev­er, our vi­su­al im­pres­sions are re­al­ly im­por­tant, too: we take up 80% of our con­scious per­cep­tion via our eyes. Let’s work with them.

Gam­ing and learn­ing

The eyes are not the on­ly or­gan that comes in­to play while gam­ing, but they are still very im­por­tant. Gam­i­fi­ca­tion is one of the el­e­ments that takes up an im­por­tant role in ex­pe­ri­enc­ing a brand. The beau­ty of it? You de­fine the rules. A game ad­dress­es sev­er­al sens­es, it is cog­ni­tive­ly de­mand­ing and makes sure we mem­o­rise facts bet­ter than with the pow­er point pre­sen­ta­tion at the 9’oclock meet­ing. We have to do some­thing, so our brain gets ac­ti­vat­ed. El­e­ments of vir­tu­al or aug­ment­ed re­al­i­ty can be seen as close­ly re­lat­ed, where we try to merge re­al­i­ty with ad­di­tion­al, vir­tu­al el­e­ments. A sim­ple ex­am­ple: the dis­play of graph­i­cal el­e­ments in foot­ball cov­er­age on TV. Or Poké­mon Go.

Why are we do­ing this?

In ad­di­tion the the un­der­stand­able amaze­ment at first, you can ex­pect more ef­fects. If the user have a great ex­pe­ri­ence, they will car­ry it on. And this cre­ates a recog­ni­tion val­ue and can be used as an ad­di­tion­al dig­i­tal touch­point in com­mu­ni­cat­ing with your tar­get au­di­ence. See it as an in­vest­ment that – in the long run – will bear fruit. Those two el­e­ments, as well as the use of Apps at con­fer­ences, are part of dig­i­tal­i­sa­tion or the way we cope with it. As long as we keep mov­ing, every­thing is fine. Al­so for ex­pe­ri­enc­ing brands.

Photo by Billetto Editorial on Unsplash

Published 06.02.2018 © Brandsoul AG


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Mauro Werlen


Talks with his hands, uses images in his mind to structure the world around him.

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