Cadburys plays with Augmented Reality

To date I have failed to get particularly excited by the Cadburys Spots v stripes campaign.

This gaming idea (recently written about in Brand Republic) based on Augmented Reality looks fun and arguably a clever way to get consumers to engage in a unique brand experience.

Will it get noticed? Possibly. (It depends on the tactical support plan.)

Is it relevant? I guess so.

Will it get talked about? I have no idea but will watch with interest.

Cadbury’s plan to open cafes that should delight consumers

Cadbury's [according to a recent post by Business Spectator] are going to open a chain of cafes in the UK - called Cadbury Cocoa House.

I love this idea.

It will be a brilliant way for Cadbury’s to deliver their consumers’ with brand experiences that delight.

I go on about this all the time...but for me it is obvious, when a brand delivers an experience that delights consumers they will buy again and tells others about it.

Business Spectator talks about how other categories could adapt this concept. I totally agree.

My recommendation for any brand organisation is to build a collaborative team (marketing, sales, customer service, etc) and work out how you can deliver brand experience that will WOW consumers.

That’s how to drive advocacy and business success.

Brand Experiences that gets brands noticed

The first stage of the Path to Advocacy is to get your brand noticed. Noticed by both potential consumers (to try to persuade them to consider buying) and existing consumers (to help make them feel positive about their decision to buy).

I define notice as the moment a brand gets on the radar of a consumer; when they see/hear about the brand and consider whether it might be something they need.

In years gone by this was about shouting at consumers. It was all about intrusion, cut-through and impact....the more a brand spent the better chance it had to get noticed.

As we all know, the world has changed. Consumers are in control so a big budget no longer guarantees success.

Brands therefore have to behave differently.

To get noticed they need to deliver brand experiences that talk to consumers in a way that will resonate and persuade them to pay some attention to what you want to say.

It’s about being engaging, appealing and relevant.

Here are some approaches that I think help get noticed:

• Make people smile/laugh [Vegas, Meerkats]
  
• Provide stuff that people muck around with/re-edit [Cadburys]
  
• Capture memories [Porsche, Hovis]
  
• Show stunning visuals [Sony, Honda]
  
• Generate conversations [Wispa]
  

If you can add to this list let me know.