The Benetton Pop-Up Cubes Embrace an Immersive Marketing Approach
Jana Pijak — May 29, 2017 — Business
References: benetton & retaildesignblog.net
The Benetton Pop Up Cube project consisted of portable retail pods that were installed in the heart of Milan, and Cannes last year. The clothing brand embraced an immersive marketing approach with the activation, which went beyond fashion to spotlight interactive ads, and "emotion rooms."
Each pod was made up of modular metal elements, and "housed interactive video content where the public had the opportunity to express their emotions in three different settings." Targeting Millennial consumers, this popup offered a memorable experience to those passing by and celebrated Benetton's 'Clothes for Humans' campaign.
The Benetton Pop Up Cube project promotes authenticity with the help of consumer participation. The brand's Milan installation was so successful that it garnered 1000 recorded emotional reactions from visitors, and over 2000 interactions overall.
Each pod was made up of modular metal elements, and "housed interactive video content where the public had the opportunity to express their emotions in three different settings." Targeting Millennial consumers, this popup offered a memorable experience to those passing by and celebrated Benetton's 'Clothes for Humans' campaign.
The Benetton Pop Up Cube project promotes authenticity with the help of consumer participation. The brand's Milan installation was so successful that it garnered 1000 recorded emotional reactions from visitors, and over 2000 interactions overall.
Trend Themes
1. Portable Retail Pods - Explore the potential of portable retail pods that offer immersive and interactive experiences for consumers.
2. Immersive Marketing - Embrace an immersive marketing approach that goes beyond traditional advertising to engage consumers on a deeper level.
3. Emotion-fueled Experiences - Create emotion-driven experiences through interactive content and emotion rooms, allowing consumers to express their feelings.
Industry Implications
1. Fashion Retail - Fashion brands can utilize portable retail pods to create unique and engaging shopping experiences.
2. Marketing and Advertising - The use of immersive marketing techniques can revolutionize traditional advertising strategies and create more impactful campaigns.
3. Event and Experiential Marketing - Event organizers can incorporate emotion-fueled experiences into their activations to captivate and connect with their target audience.
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