Beloved Experiences Engaging consumers and influencers using multi-sensory brand experiences

“Advertising is dead,” they say. Is it really?

So you hear a lot of new marketing revolutionaries say that advertising is dead and that traditional ad agencies will die with their cherished methodology.  While I may be considered part of this revolution, I don't agree with the notion that advertising no longer has a place at the table.  To remain relevant, advertising has and will evolve to meet the demands and desires of its intended audience.  After all, advertisers have heard the message - consumers don't want marketing messages forced on them.  They are more responsive towards marketing which connects with them on a personal and emotional level.

So, many advertising agencies have taken a page from the experiential marketing handbook and are creating ads which are more relevant, interactive and engaging.  However, it's how those ads integrate into an overall marketing plan, that is the secret of its success.  Even the most innovative concepts still need the support of other marketing components and tactics in order for the ad to work.  Just take a look at this out-of-home concept from McDonald's in London.  They strategically combined social media, experiential and out-of-home into an innovative marketing strategy.  McDonald's Piccadilly Circus Facebook fan page describes their campaign as follows:

"McDonald’s recently launched a new interactive sign where passers-by can interact with images displayed on McDonald’s giant LED screen, and visitors can take an interactive role at one of London’s most photographed locations in London.

We want to see what kind of pictures you come up with, and what you think about the sign. So please add your pictures to this group or check out the photo pool on Flickrhttp://www.flickr.com/groups/mcdonaldspiccadillycircus"

Surprisingly, the Facebook fan page is not as populated as one would expect.  Perhaps it's a case of a great idea with a flawed execution?