Omnichannel in Action
We recently discussed the move toward Omnichannel strategies and the importance of delivering a seamless, real-world and digital customer experience.
After all, brand experiences aren’t confined to traditional outlets of TV, print, and digital ads. Instead, they’re everywhere from the apps we use and the brand advocates we trust to our social media feeds and even text messages with branded emojis. And brands that deliver a consistent — but not plain repetitive — experience across channels reap big returns.
But what does a consistent brand experience across touchpoints actually look like? Consider the launch of the Mercedes-Benz C63 AMG Coupe.
GO! EXPERIENCE DESIGN designed an activation that spanned physical, digital, and social channels to celebrate the all-new C63 AMG Coupe and highlight Mercedes-Benz’s sponsorship of Fashion Week.
Promoted via blogs, Twitter, and Facebook, the “Let Me C Your Style” campaign invited fashionistas to an open casting call to become the next face of Derek Lam’s new diffusion line, 10 Crosby by Derek Lam. More 200 women appeared at the 10 Crosby store in Soho to show off their style alongside the must-have-accessory of that year: the 2011 Mercedes-Benz C63 AMG Coupe.
After the casting call, an interactive microsite featuring the photographs of the potential models was launched. There, more than 36,000 consumers voted on the next “Crosby Girl." GOXD brought the campaign back to the physical world too, with an interactive exhibit at Lincoln Center.
The campaign led audiences seamlessly between physical, digital, and social, channels (and back again), with a clear understanding of the audience journey and with each touchpoint serving a unique purpose within the overarching campaign.
Check out some other examples of omnichannel done right:
- Hyundai’s “Walking Dead Chop Shop” campaign utilized a range of touchpoints to create buzz and direct fans to the Chop Shop car configurator app. The campaign merged the digital and physical worlds bringing one contestant’s creation to life at New York Comic Con.
- Target’s "Holiday Wish List" campaign brought the story of a holiday odyssey to life on TV, digital, mobile, and in store. Each touchpoint contributed to the story in its own unique yet complementary way.
- 4Runner’s “Keep It Wild” campaign connected the woods to the web. The multichannel campaign highlighted athletes who embodied the anthem “keep it wild,” created a social fundraiser to keep the wilderness wild, hosted the first off-road Google hangout, and more.