Creating interactive brand experiences

An interactive brand experience gives people a way to explore a proposition rather than simply receive an explanation. The challenge is to make participation meaningful: the activity needs to suit the audience, express the brand and communicate something about the offer. Start with how you want people to experience your story, then choose the format. Play can invite involvement in a corporate setting, but its tone needs to fit both the brand and the environment. You can also pair detailed content with immersive experiences, illustration or animation, giving people a choice in how they explore the information.

For Astra Tech, The Frameworks developed a game marking the launch of money transfer capabilities in the botim app. Play offered a contrast to serious screens and corporate conversation, allowing visitors to experience the product story through participation. The creative task was to balance botim's consumer-facing personality with the polish needed within G42's technology environment, rather than treat entertainment as a separate attraction.

For IBM Garage, The Frameworks used a different form of participation. Its account-based marketing campaign, Where it happens, centred on the Garage environment and the transformational change possible within it. An interactive physical book and in-browser virtual reality experiences brought prospective clients into that environment, making the space itself part of the explanation of the offer.