We are territorial by nature – not just in our evolutionary need to stake out one’s claim, but also in how we relate to our environment as frame of reference. When we return to a place or recall the location of a moving experience, higher order feelings are triggered.
Great TV and print advertising has always taken advantage of this through music and imagery that transports us. The possibilities in digital marketing are plentiful, yet few agencies and marketers have fully embraced this.
This experience of virtual location can be two-way. It can be integrated with evocative imagery such as one’s neighborhood; it can also transport someone into a powerful “you had to be there” experiences.
A number of digital campaigns have effectively “mashed-up” with Google Earth, Street View, or mapping APIs. Arcade Fire’s interactive music video, The Wilderness Downtown, took away awards at Cannes because of its integration of intimate geographic imagery, unique to an individual. More recently, Project Re: Brief’s re-imagined, digital expression of Coca-Cola’s iconic 1970’s TV ad ( I’d like to buy the world a Coke), took connecting humanity across physical locations to an entirely new level.
Advertisers and marketers should think about their brands, think about their target consumers, think about the emotional hooks of location and build amazing digital brand experiences – experiences with relevance that can be even more engaging than a well directed TV spot.
It’s all about location, location, location. See you there?