Brands use digital campaigns on landmarks to enhance engagement
Trend - The use of man-made landmarks in digital promotions is on the rise, with brands incorporating modern technology with campaigns that encourage interactivity. These promotions enhance engagement and draw in Gen Z and Millennial demographics due to their aesthetic and social-focused digital habits.
Insight - Millennial and Gen Z consumers spend a lot of their time sharing content on social media, and brands have viewed this as an opportunity to re-structure or design their businesses in a way that's more "shareable." When it comes to their social media habits, these consumers are motivated by three things--humor, aesthetics, and/or experience. Brands that are able to combine those factors in their campaigns, experiences, or products are most appealing to younger demographics.
Insight - Millennial and Gen Z consumers spend a lot of their time sharing content on social media, and brands have viewed this as an opportunity to re-structure or design their businesses in a way that's more "shareable." When it comes to their social media habits, these consumers are motivated by three things--humor, aesthetics, and/or experience. Brands that are able to combine those factors in their campaigns, experiences, or products are most appealing to younger demographics.
Workshop Question - Conceptualize a campaign for your brand that would include a landmark.
Trend Themes
1. Interactive Landmark Campaigns - The incorporation of modern technology and interactivity with man-made landmarks to create entertaining, augmented versions of landmarks that promote a memorable and personalized experience for visitors.
2. AR Landmarker Lenses - The development of augmented reality technology to bring famous landmarks to life and enhance their appeal as tourist destinations while also creating dynamic, interactive marketing campaigns for businesses.
3. Social Media-shareable Experiences - The restructuring and designing of businesses to be more shareable on social media platforms, with a focus on creating campaigns, experiences, or products that appeal to younger demographics through humor, aesthetics, and/or experience.
Industry Implications
1. Tourism - The use of interactive landmark campaigns and AR landmarker lenses to enhance the appeal of tourist destinations and offer a memorable and personalized experience for visitors.
2. Advertising - The incorporation of modern technology with campaigns and experiences to create dynamic, interactive marketing strategies that promote increased engagement and ensure high impact upfront consumer engagements.
3. Social Media - The focus on creating social media-shareable experiences in the design and structure of businesses, campaigns and products to appeal to the social media habits of younger demographics.
