There are a couple of further formats that we wanted to highlight before we bid you farewell for 2021… Though they aren’t new or emerging, their true value is being understood in the context of the present-day alongside some pretty heavy-hitting tech.
QR codes have returned to help brands deliver touchless engagement. In addition to facilitating interactions and neatly concealing hidden content, QR codes can provide detailed tracking capabilities for brands seeking enhanced analytics of their experiences. Check out this collaboration from Sephora and Kohl’s or this QR code in the Sky.
A new study by Spotify shows the surprising effectiveness of digital audio on the human brain, generating more engagement and emotional stimulation than other forms of media – making the format more likely to activate long-term memory than radio, TV, social media, or digital video. To further increase engagement, Spotify is now making podcasts even more interactive, tapping into people’s desire to be part of online communities and allowing creators to get more in-depth insights into their audience. Find out more here.
Novelty & Exploration
A 2020 study has shown the psychological reasons why novelty – from visiting new places to socializing – makes us happier and healthier people. Study co-author Dr. Aaron Heller stated, “Novel stimuli tend to activate regions of our brain that are associated with rewards.” This has even more benefits for brands looking to connect with their audiences as “Novel things also capture our attention … you’re more likely to notice things and be present,” continues Dr. Laurie Santos, a cognitive scientist. Check out this immersive sustainability experience for the perfect example of this in action – experiential is coming back and better than ever!