Building A Social Brand Experience

If you’re looking for ways customers can interact digitally with a brand or location, have a look at this installation in New York City’s Central Park engineered with the support of  New York Parks & Recreation and New York’s Central Park Tourism. There was a bit of buzz about this installation when it was introduced, but it’s worth taking another look at it if you’re looking for opportunities to increase foot traffic at your location while engaging a tech-savvy audience.

“Virtual” or “layered” installations like these go beyond social networking tools like Foursquare and encourage actual interaction with the locations beyond a check-in or data point. It’s taking the location games and challenges of sites like SCVNGR and tailoring them to your unique audience.

The campaign prompted younger visitors to interact at the park with their mobile devices in a new way by unlocking another dimension of the park – a sort of layered reality that gave users the ability to see clips from popular or historical films that had occurred in that area of the park. It also prompted users to answer trivia questions, and kept a running tally of their scores throughout.

The Central Park campaign took 10 months of planning, but the result was a truly unique experience for visitors, even those who had visited the park throughout their lives. By adding these extra layers, going to the park took on a whole new meaning.

What are some ways you could use interactive technology like this to encourage visitors at retail locations to interact with your brand? Are there other digital experiential campaigns you’ve heard about that are pushing the same envelope?

Penny Ohlmann Neimann

The Ohlmann Group has a rich history that began in Dayton, Ohio in 1949, where the agency was founded as Penny and Penny by Bob Penny and his wife Jean. In 1964, Walter Ohlmann joined the firm. Ralph Neiman came on in 1969 and the firm became Penny/Ohlmann/Neiman. In 2011, P/O/N was renamed The Ohlmann Group to better reflect the agency's ongoing evolution and collaborative nature.

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