360° Photos Build Powerful Brand Activations (4x your ROI with Interactive Advertising)
Beaumonde Co-Founder Caroline Caldwell has been creating some amazing 360° photos lately using Kuula. She recently published an iSpy-themed piece that has over 10,000 views in a matter of days. If you would like to explore how virtual content might fit for your brand you are in the right place!
From more immersive experiences with photographs (like seeing a concert hall in a 360° view or your favorite band on stage!) to illustrations or virtual tours of galleries — virtual content is a lot of fun. Virtual content creates high engagement (see stats at the end of this blog), allows audiences to connect with brands, and is a great tool for your content marketing strategy and interactive advertising.
Let’s play a game of iSpy!
How many things can you spy!? (Scroll down to interact.)
See if you can find the following in the 360° picture above:
Four Ice Creams (mmm, food!)
The Statue of Liberty (isn't she beautiful!?)
How many elements did you find?
concept: brand activation for marketing strategies
Brands could take this virtual content to engage their customers in their brand or products through digital interactions, games, contests, giveaways, and more.
Examples of Possible Brand Activations
Imagine if a brand like Smirnoff did an iSpy campaign and all the items were fruits aligning with different flavors. Smirnoff could also hold contests and fan art contributions utilizing interactive advertising and virtual content that put consumers in touch more directly with its offerings.
Alternatively, picture if Gibson guitars created an iSpy showcasing 60 years of the Les Paul and other models with historical gems and amps hidden throughout. Clicking on the guitars could reveal their sounds and people who explore could be entered in a sweepstakes to demo their latest model.
How Does this Translate?
It's time to tap 360° photos into your brand activations and content marketing strategies to foster authentic connections. The results? Big improvements in bottom line and high ROI for current marketing campaigns. This means paying less for ads and getting higher returns on investments.
Did you know,
Buzzfeed receives over 75% of its quiz traffic from social media (Mashable). Quizzes are easily sharable and fun to play. Quizzes, like other interactive media (especially 360° photos and VR pieces), capture user attention and increase engagement. This works whether the context is to entertain or to educate.
360s also work great for flyers to announce upcoming events! (See above.)
Interactive Content Statistics: The benefits of 360s
Interactive content generates 2x more conversions than passive content.
Marketers spend 28% of their budget on content marketing. Use that 28% in the best way possible to give clients the highest ROI! (Source: Content Marketing Institute.)
360° interactive photos have +410% ROI compared to passive photo ads.
70% of marketers said that interactive content is effective at converting site visitors, according to Ion Interactive.
93% of marketers agreed that interactive content is effective in educating its buyers (source: Ion Interactive).
In the same survey, 88% of marketers said that interactive content is effective in differentiating their brand from their competitors.
Applications of 360° Media
Take a look at this chart. The iSpy example of content marketing falls into the interactive infographics, games, or contests category depending on how a brand would use it. This makes it a great contender for helping in Early stages of awareness/discovery (see image on left).
While numbers for something like Interactive Infographics drop way off in the Late Stage of a buyer's journey, that doesn't mean they are not working to drive engagement.
Simply, interactive media acts as part of a whole strategy that brands can employ to build relationships and make more sales.
Interactive content (like virtual graphics) works better than static content because it listens to the user. It treats them like the individuals they are.
Consider using interactive 360° photos and graphics in your upcoming content marketing strategy. Not sure how? Let’s get in touch. One of our experts is happy to discuss with you, the benefits and placements of virtual content in your current marketing strategy.
Andrew Cheek is the Head Writer and Content Coordinator for Beaumonde. He graduated from North Carolina State University and is in process of polishing the manuscript for his children’s novella. With a background in literature and film, and a taste for half-marathons, Andrew’s inspirations range from Virginia Woolf to Wes Anderson to his Adidas running shoes. You can find Andrew on Twitter and LinkedIn.