As we bid adieu to 2017, we’re taking a look back at some of the years’ biggest trends in experiential marketing and creative strategy – none of which are expected to disappear anytime soon.
A sea of viewers sits quietly enthralled, while a company of actors, established in their world of illusion, make believe they’re not there at all. An imaginary barrier that exists between actors and audiences in theatrical performance, the fourth wall carves out space for realism in a fictional world. But not only is the fourth wall being broken, but theater is on the move, traveling between spaces and city blocks, taking audiences along for the ride. This is immersive theater, and then some.
With technological advances and more platforms and wearable devices than ever before, the power of immersive and interactive video has officially infiltrated the world of experiential advertising. The revolutionary format can demonstrate products from clothes to cars at every angle, communicate a brand’s mission, supplement traditional advertising, and provide a unique blend of information and entertainment. It also gives marketers feedback on content by recording views and what customers have chosen to see.
Immersive arts are for the modern brain, the experience junkie, the adventure seeker. They’re for the screen-enslaved culture that is virtually all of us at this point. Whether you’re talking exhibitions, theater productions or film screenings, all-out immersion is fast becoming the norm. Increasingly common, pushing the envelope experientially is how producers, writers, museums and artists are competing for audiences and publicity.