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
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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.
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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.
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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
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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.
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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.
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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.
