Sharon Ricketts & Doug Schultz, Strategy and Planning
Sharon is an award-winning integrated marketing strategist with emphasis in experiential, digital, brand entertainment, public relations, content and sponsorships; Doug is a senior marketing executive known for strategically-led creative thinking that successfully connects consumers with brands.
For tens of thousands of years, humans have been wired for stories, initially for survival and later to share, learn and entertain. After extensive research in neuroscience found that storytelling activates multiple parts of the brain, the technique became widely used in brand marketing. Then, immersive technologies like 360-degree video, AR and VR launched a more consumer-led experience known as story-living. Coined by Google, the term story-living was initially used to guide the design of a user’s experience within a virtual world, but the approach has exploded in the creation of live physical events1. Today’s greatest brand experiences like Dreamforce or Westworld at SXSW are created using principles of story-living such as these:
1. Multi-sensory Engagement
When creating a live brand experience, it is critical to have a dynamic and sensorial environment to attract and engage audiences. The more participants use their bodies and senses, the deeper the brand ethos and messaging resonates with the emotional decision-making part of their psyche. By touching, moving, seeing, listening or even customizing a product or suite of services, a consumer is able to live the feeling of owning or using the brand. At Camp Jeep, participants get a personal guided tour of the vehicle, according to interest, as a professional driver proves performance points by traversing steep inclines, gravel and rough terrain.