Moody: El público debe hacerse preguntas y sentirse atraído por la experiencia de marca
For Nathan Moody, design director at Stimulant, experiential marketing should move consumers from awe to understanding, like the best contemporary art. His agency aims to the transformation of static physical spaces into dynamic interactive environments, in order to create brand experiences with high technology content. According to Moody, the engagement with a brand experience should share the same feelings as enjoying a work of abstract art, especially with interactive installations. The audience must ask itself questions and feel attracted to interact and engage with the installation. The importance of visitor’s engagement is that it allows a meaningful dialog between the artist and the visitor, or the brand and the audience. The connection comes from the curiosity suggested by the piece. If this is lost, engagement with the brand will be lost too. After curiosity or surprise, it’s important that the visitor/audience understands what just happened. Brands also need to be flexible and show respect of the audience decision, let visitors take their own paths through the experience. Organic interactions will be more valuable and hardwearing, despite the audience can reach different conclusions. Part of the magic of abstract art is its deeply personal and subjective enjoyment. This art can be vital to come away with ideas that will allow you developing experiences where your audience could be pushed to discover something wonderful, useful, or meaningful Moody suggested.
