There’s a reason we’re so damn proud of our 10 Trends for 2010.
Simply put, they’re right on.
Let’s take Trend #9, Immersive Sensory Experiences. In a nutshell, consumers are accustomed to (and thus expecting) ever more immersive sensory experiences in all forms of media, entertainment, and advertising. “Breaking through the clutter” not only requires an especially interactive experience, but also more sophisticated branding opportunities. (In other words, leave your gimmicky executions at the door.)
So, what does this actually look like in the marketing world? How about the new Philips’ Activa mp3 player? Since the player organizes your music collection by tempo, it can provide a specific pace that matches your workout (using the accelerometer to determine your running pace). The device will even prompt you if you start falling behind the pace of your music; after all, no one can maintain a Napalm Death pace for an entire workout.
While this certainly isn’t the first instance where a manufacturer made the connection between music and running (hello, Nike+), Philips’ device does go a step further by making the experience individually customized and interactive in real-time. Better yet, their application is no high-tech gimmick. There’s a practical benefit for the runner, as he or she is surrounded by music that acts as both a motivator and pace-setter.
It’s immersive. It engages the senses. It creates a breakthrough experience for the consumer. Thus, it’s a damn fine example of our ninth trend.
