3 examples of digital customer experience marketing campaigns

by Ned Hallett
Published on February 2022

We’re thrilled to announce our latest report, Under the hood of three next-gen activation campaigns.

This is for anyone looking for inspiration and technical know-how around digital marketing campaigns with a heavy digital customer experience focus.

Download the report for free here.

What’s in the report?

  • Examples of three digital marketing campaigns with a high degree of technical wizardry, with clients including Tribeca Games, Heineken and TUMS
  • Explanations of the technology used in these campaigns, so you can see how headline grabbing gamification marketing and experiential marketing campaigns are put together 
  • Nine essential lessons we learned delivering these campaigns that will get you started whether you’re a brand or an agency

Why is this important?

Digital customer experience is a key part of these more innovative campaigns.

So we wanted to unpick the principals and see how they applied in the real world.

The result is three headline-grabbing campaigns dissected for your pleasure, replete with examples of how to be creative, overcome barriers, and deliver outstanding digital campaigns from a technical perspective.

The value of real-world examples when putting together a digital campaign with a digital customer experience focus

  • We discuss specific technologies, why they were chosen, and how we integrated them into each campaign
  • We detail how we arrived at these decisions, and how this supported the creative visions of some of our agency partners 
  • This is exactly what you need – whether you’re a brand or agency – planning a creative campaign that goes outside the box 

Some of the issues covered when planning a digital campaign using gamification, experiential marketing, and digital customer experience

  • How the AWS Digital Customer Experience pillars – content management, supporting marketing technology, and high performance infrastructure, apply in a real-world setting (although it’s just as relevant for any other provider)
  • How to manage relationships with niche service providers in the experiential marketing/gamification space
  • How to optimise infrastructure and technology to support these types of digital campaigns 

Why this report? And why now?

Digital customer experience is a fast-growing area. And more and more, brands and agencies are skilling up and tech-ing up to provide one-of-a-kind campaigns.

However, the knowledge to bring all of these moving parts together isn’t usually found in a single team.

In our experience, the work is a team effort, involving brands, agencies and technology specialists.

Whether it’s gamification, experiential marketing, or something that completely rewrites the rulebook, there’s no clear blueprint.

These examples take you inside, behind the curtain and under the hood, so you can see for yourself the magic that makes these digital campaigns run.

What campaigns and concepts do these examples cover?

 

A gamification marketing campaign with TUMs at the 2021 Super Bowl 

Gamification marketing means what it says on the tin: a campaign or digital experience delivered as a game.

In 2021, TUMs ran a nationwide game of Bingo…on Twitter… during Superbowl. 

And we had to make sure it ran like a varsity athlete!

In this report, we look at how important a robust, high-performance infrastructure is to a campaign like Twitter Bingo for TUMS, touching on advanced tactics and some lessons learned.

An augmented reality campaign with Heineken 

Augmented reality is a great way to engage audiences through a mixture of real and virtual worlds.

Phone screens, tablets and many other devices can become portals to in-between spaces by placing virtual models in real environments. 

In other words, Pokémon Go was just the beginning.

The Heineken Cheers campaign boasted a user-triggered AR race, with digital cars traversing real surfaces via players’ phones. 

Delivering this project meant managing unique content at scale. And that’s what we dive into in the report.

A digital customer experience solution with Tribeca Film Festival 

 Sometimes a great creative campaign is based on a single solution.

With Covid keeping audiences inside, Tribeca Film Festival wanted another way of engaging users: a live game-streaming platform to preview eleven exclusive titles. 

Delivering this project meant integrating the work of many providers and ensuring the experience ran smoothly for everyone – regardless of their setup.

In the report, we touch on the lessons learned from supporting unique marketing technologies at the heart of a creative campaign.

What are some next steps in your digital customer experience marketing journey?

If you’re on AWS, check out our services around digital customer experience.

However, a lot of the same holds true for Azure, Google Cloud Platform and many other providers.

Get in touch to find out how we could help you, or if you’re an agency, why not tag us in on your next project and join our agency partner programme.

And of course you can…

 

A bit more background

If you’re still reading, and have inexplicably decided to hold off on downloading our frankly excellent and totally free report, you might want to learn a little more about digital customer experience and AWS DCX in general.

What is digital customer experience and AWS DCX 

Digital customer experience refers to – drumroll please – the experience that you provide for your customers. In a creative digital campaign, this can be thought of as the experience you provide to people engaging with your nifty marketing efforts.

AWS DCX Partners are the folks who specialise in delivering these experiences, with the key pillars being…

Content Management

Creating unique customised experiences through cloud-based tools.

Marketing Automation

Solutions around acquiring and nurturing customers using automated technologies.

Digital Commerce

The tools and tech around commerce solutions like shopping carts, payment and inventory management.

Customer 360

Using data and analytics to arrive at insights and make smart recommendations.

Mobile and Web Application Development

Making it easy for devs and non-technical users to author unique experiences on mobile devices.

Not all of these categories apply to digital customer experience as it affects digital campaigns, but it’s always best to have the full picture!

What more can we do?

After you’ve downloaded the report, and gotten excited about your next campaign – whether you’re a brand or an agency, whether you’re interested in gamification, infrastructure support, or anything else, just get in touch.

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