3 great examples of Digital Brand Experience
“We didn’t realize we were creating memories, we just knew we had fun”
It’s in the nature of every human being remembering the moments that generated positive emotions, such as the time we went to college, a wedding, a trip with friends, etc. And isn’t it that we all fall back into those memories and love to talk about them again and again?
When we look back upon our lives and when we think about what enriched us, it’s more the things we’ve done than the things that we have owned. So, if experience is so important in our lives, then the challenge for marketers and business owners is: How can we surround our brands with these experiences? How can we use experiences as a way to build our brand?
What is Brand Experience?
There are many definitions of Brand Experience out there. The Branx came up with the following:
“Brand Experience is about creating unique value, loyalty, and trust. It’s about your users’ emotions and attitudes towards your brand as a whole while interacting with it at different touchpoints.”
Long story short, BX is how people perceive brands and determines whether they buy a brand or not.
Brands already know that it is not enough to sell products or services only, their offer must be accompanied by unique experiences and emotions. Brands have to transmit their values and ethics to their users in a way that they make them vibrate and make those emotions memorable.
In this way, you can convert potential users to satisfied users, satisfied users to enthusiastic users, and enthusiastic users into brand ambassadors.
Great brand experiences are:
- Surprising, leading to engagement
- Ownable, leading to differentiation
- Cohesive, leading to equity
- Loved, leading to advocacy
- Feasible, leading to (appropriate) scale
- Purposeful, creating a positive impact in society
Positive versus negative Brand Experience
It takes 12 positive experiences to make up for one unresolved negative experience. One negative experience means that you could lose a customer forever as people are a lot more unlikely to tolerate bad customer service and poor encounters with the brand.
If customers have an undesirable experience, it will lead to the following — 13% tell 15 or more people if they’re unhappy and that is in the physical world alone. This means that they have a huge amount of influence online through sharing this on the internet via their social media pages, blog or even through leaving negative reviews on all of your business platforms. These days, it’s commonplace for unhappy customers to outwardly promote their experience and it can lead to a very negative perception of your brand.
In today’s competitive environment, it is now more important than ever to focus on improving positive brand experiences and working towards resolving negative ones.
3 Examples of great Digital Brand Experience
- A Hunter shoots a Bear — Tipp-Ex
Back in 2010 Tipp-Ex launched an interactive digital marketing campaign on YouTube where they put face to face a bear and a hunter. Viewers could decide the outcome of the story by changing the title of the video directly on Youtube. There were more than 50 different hilarious endings that made the video become viral. The tagline is simple, yet powerful: Tipp-Ex, white and rewrite.
2. The last square — Milka
Milka removed the sweetest part of the chocolate — the last square of their chocolate tablets. Customers were invited to either save the last piece for themselves or to show generosity and love by sending it to someone they really care about. Those who choose to give their last square to a loved one will be able to complete with a personalized message a microsite the brand has set up.
3. Yeti Mascot Login — Darin Senneff
There is an increasing number of platforms where you have to sign-up before you are able to see a specific content. Darin Senneff came up with a great User Interface Design for a login form making a yeti the center part of the interaction. If a user enters their mail, the yeti starts smiling and when you enter your password, the yeti covers its eyes. A great idea, especially in a world that has become more conscious about data security.
In conclusion, we can see that we live in an experience-oriented era where goods and services are no longer enough; Customers are always seeking more personal ways of interacting with brands which means it is greatly important to connect with them — a connection that goes deeper than the surface level relationship. Successful companies are therefore creating meaningful and memorable stories throughout the entire customer journey.
