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USE THE RIGHT TOOLS FOR THE RIGHT ENVIRONMENT |
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One area that we really focus on is using the right tools – not just the latest thing out there - to create the right experience for multiple environments. “We focus on using the right combination of assets, including the latest technologies and high impact digital displays, to maximize the experience for the consumer”, said Bill O’Neil, Partner and CMO at Lime Media. “By offering a wide range of options, it gives us the flexibility to create high-impact engagement programs that are effective at a variety of locations - events, retail or city streets. We draw people inside the vehicles with things like gaming systems, augmented reality and other hands-on displays. Or we can use the outside as a giant display area with digital screens, motion activated displays or touch screens. This allows us to extend the reach of the brand and engage people in many environments.” Bill O’Neil went on to say that integrating technology and social media elements in a meaningful way is also key to the success of a program. “Almost every program now has social media extensions, but doing it so it really feels integrated in the program is critical. We try to make our vehicles a natural part of that effort. We often make the vehicles Wi-Fi hot spots so people can upload photos and feedback immediately to micro-sites, Facebook or Twitter pages. This gives consumers some control of the engagement. We also can do live broadcasts for real-time interaction. Technology is great but if you just stick it into a program, you can alienate your audience.”   |
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