With regard to your VoxPop question this week (see opposite), there is nothing new in brand experiences.
The news is the realisation that, while it has brought multi-dimensional brand expression tantalisingly close, “virtual” isn’t the answer and this is what is driving the dash to the bandwagon.
But “near-virtual” has changed the rules: the branded experience that isn’t rich, layered and connected will be just another exhibition. People may visit once, but not a second time.
Head of strategy
The Identica Partnership