While most brands and companies struggle to break into the public conversation, your brand could be having a literal conversation with millions of consumers right in the comfort of their own homes via a connected smart device. The next great untapped frontier of digital marketing is the interactive audio space: living rooms equipped with Amazon Echos, Google Homes, and Apple HomePods conversing with, educating, and ultimately converting consumers.
In this demonstration, VaynerMedia’s Head of Smart Innovations Patrick Givens will walk the audience through two Amazon Alexa skills developed for Diageo and General Electric by VaynerSmart, VM’s Internet of Things (IoT) marketing solutions division.
The first, a Johnnie Walker Digital Mentor that walks the consumer through a guided education of any one of Johnnie Walker’s many labels, brought the intimate, sophisticated experience of a scotch whisky tasting into the home, along with cocktail recipes, purchase assistance, and the answers to any number of questions the drinker may have.
The second, GE’s Labracadabra, sought to inspire a generation of scientists and engineers by turning the living room into a makeshift laboratory. Alexa guides budding physicists and chemists through five simple, step-by-step science experiments, from the eruption of a lemon volcano to blowing the unpoppable bubble, all while engaging in witty, Bill Nye-esque banter along the way.
By leveraging these new interactive platforms, brands can elevate and scale experiential marketing to a whole other level. So sit back, and we’ll all have a little chat about the future.