10 Apr 2024

Adventures in meatspace.

10 Apr 2024

When strategists talk about ‘brand engagement’ it can sound a bit science-y.

There are terms like metrics, channels and impressions. There is data.

All of which is vital, because we understand the need to be accountable. Without a return, you can’t justify the investment.

But engagement is ultimately about adventures in meatspace. It’s what happens when humans react to something and neurons are rewired inside their skulls.

In short, it should feel like fun.

Get the engagement party started with posters.

Every street poster is a real-world event. It’s an opportunity for engagement. It’s eye candy at eye level, waiting to ambush your customers in the nicest possible way.

With a little help from our Phantom Labs team, you can make it even more fun.

You could have your poster stocked with treats, like a supersized advent calendar .

You could build the poster from your product, like Lego did. Or place poi on posters, for kapa haka fans to collect.

You could add a QR code, so people can scan to win or simply discover more. Or you could bring a new world to life with Augmented Reality.

With the power of posters (plus your creativity), reality becomes a little more
interesting. Display is good but play is better.

That’s excellent news for ambitious brands.

The ultimate amplifier.

As you know, digital media are essential for reach and targeting. But don’t stop there.

Use the power of posters to amplify engagement.

The way you do it by weaving online and offline together. So your poster creative doubles as your digital banners and dovetails with your activation strategy. (Never underestimate the power of posters to trigger a sale when they’re sitting outside a stockist that sells your product).

The real magic happens when consumers amplify your brand’s impact by snapping pictures and sharing with their followers. For the cost of some strategically placed posters, you can have a campaign that goes viral to people far and wide.

We saw this play out when Lorde fans started nicking her posters from Phantom frames. One of them shared this larceny on TikTok, and Lorde got extra reach for no extra investment.

Something similar happened when we helped launch the most recent series of The Boys. Fans organically shared Phantom’s spectacular installation on Newton Road, with images popping up on the global Reddit thread r/TheBoys (545K members).

The stats back up these case studies. Over 60% of TikTok, Facebook and Instagram users say they regularly see OOH creative on those platforms. And nearly half of them say they visit the websites of brands they see in their social feeds. Check out the research here.

It suggests that when you create an outdoor moment that engages viewers, those viewers will happily boost your organic reach. (And if they’re already your superfans, they’ll love you even more.)

It starts with fun. It ends with ROI.

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