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brand   creativity   digital   engagement   experience   interactive   music   technology   xbox360

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Advancements in online technology has changed how we, as marketers, communicate and interact with the consumer. Technological changes has resulting in the entire online landscape changing as we have started using digital creative to engage users rather than just market to them.

In the early days it was feared that technology was going to bury creativity, but to the contrary, technology has been able to enhance our creativity. Technology has changed how we develop branded experiences, engage users and how we provide a more relevant message to our audience. To become truly successful as an online brand marketer we need to be able to connect a brand to real people. Rather than broadcasting the brand, we need to give customers time to experience the brand.

A great example of creating a brand experience and engaging the customer through digital creative was the launch of Guitar Hero’s on XBOX360 and PS3. Remember back in the day, perhaps it was just yesterday ;), when you would play the air guitar pretending to be a rock star? Well Guitar Hero will start you on your journey as a bad ass axe player.

The concept, like most music games, revolves around timing button presses to an on-screen guide. It’s not that difficult to learn… the difficult part comes in the form of actually mastering all the songs.

Now convert the concept of standing in your lounge room mashing 4 buttons on a game controller to an interactive banner concept and the result you get is WOW!

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