4 creative tech platforms that are crazy effective for brands
April 22, 2022
Our goal was pretty simple when we started Mighty & True 7 years ago. Find ways to help brands tell unique and memorable stories through innovative technology. We’ve shown repeatedly that the creative use of technology for brand storytelling helps our clients get noticed, drives more engagement, and helps connects brands to customers in more memorable ways.
This mix of brand storytelling and technology has only become more critical as technology and the expectations surrounding it have only increased. We expect all our technology to just work. And even more than that, our expectations of what technology can deliver and delight us with is off the charts. Brands that can provide creative stories in the channels and technologies consumers use the most will win.
We often get asked for the most common ways to use this combo of story + tech to help brands win. Here’s a quick roundup of where we are digging into these days and some thoughts on where things are headed.
Using motion capture to create brand experiences
We see tremendous potential to use Disney-like motion capture for brand marketing and related experiences. Motion capture allows a human actor to be placed into a virtual / gaming environment to become anything we want them to become. This has the potential for brands to engage customers with brand avatars in some very unique and inventive ways.
We’ve invested heavily in our motion capture technology and skillset. Here are just a few ways we see motion capture as a viable and unique opportunity for brands.
Avatar Performance: Using a human actor to perform in real-time as a 3D brand avatar on screens and digital events. See our recent work at the Tesla CyberRodeo event below. Avatars can perform in virtually any environment and promote brand characters, products, or things in hyper-creative ways.
Avatar Interaction: Using a human actor to interact in real-time with an audience 1:1 through a 3D brand avatar at live or digital events or social media. In this use case, consumers can talk to and interact with 3D beings or characters in real-time, allowing for genuinely unique brand interaction.
Avatar Keynotes: Allowing a keynote speaker to transition from a human speaker to a 3D brand avatar speaker and interact with other virtual things/beings in front of a live or virtual audience. As an avatar, speakers can “become” almost anything and interact with an environment that is impossible in the 2D world.
Keynote + Avatar Enhancement: Allowing a keynote speaker to interact with 3D brand avatar beings and elements during a live or virtual event. Like avatar keynotes above, having human speakers work with avatars in real-time allows the best of what 2D and 3D environments can do together.
Building virtual worlds with immersive web tech
While we are still using traditional web design and related technology in many ways for brands, we see a growing trend in using immersive web tech for very unique 3D / virtual experiences that customers can view on a standard web browser or mobile phone.
The use of 3D gaming technology to create virtual worlds that customers can explore, interact with, and customize and purchase products directly from their browsers has become a reality. New advances in pixel streaming (hats off to our partners, PureWeb) allow brands to tell stories in real-time, one-on-one immersive environments to create exceptional branded content and experiences.
See one recent virtual room build the M&T team made for a forward-thinking provider of embedded products for smart devices here. As this technology matures, these “without the VR headset” experiences will continue to make the vision of the metaverse a reality.
Using nascent data assets to create connected content
With the amount and speed of data coming at all of use these days, it’s really hard for brands to keep up with how to leverage it all for the benefit and entertainment of our customers. The problem is so pervasive that many CMO and brand leaders throw up their hands at the thought of data-led experiences. Still, we have found many ways to take nascent data resources owned or purchased by brands and turn those data into valuable assets for brand storytelling through connected content.
Connected content includes any content whose primary story can be expressed and exposed through data. This data storytelling is a real passion at M&T, and we’ve found many ways to use data and technology to make unique stories and insights come to life. A great example of this use of data and storytelling at scale is the work we performed for NTT at the Indianapolis 500.
The most common thing we see from brand leaders is that they haven’t yet seen their platform, customer or other acquired data as an asset for brand storytelling. We do find that with a bit of prodding and creating thinking, we can almost always find ways to turn data that’s been ignored into insights and experiences for customers that delight and engage.
Hyper Personalization (ABM / Connected TV)
Advertising and creative campaigns will always be one of the go-to ways that brands tell stories. And even using these very traditional means, some platforms allow for the hyper-personalization of content based on what we know or don’t know about each consumer.
One of the unique ways we leverage personalization technology is through AdTech. For our B2B clients, ad personalization platforms like Rollworks allow us to create account-based marketing programs for (literally) each company that our brands are targeting. This allows us to create one specific, branded storyline for target A while also serving up another personalized storyline for target B.
Like Blue Yonder below, our clients have benefitted from truly 1:1 account personalization that create unique ads for each one of their global target accounts.
Connected TV is another data-led technology that enables very engaging personalization at scale. Using the connected TV ecosystem, we’ve launched personalized storytelling that targets different ads for different homes based on Google’s connected TV targeting technology… something that never could have been done in traditional broadcast advertising.
Connected TV advertising gives us the best use of traditional advertising but with hyper-targeted versioning at scale and had proven to be an excellent platform for storytelling + tech.
For today’s brand leaders, the mission shouldn’t be to use cool technology for technology’s sake. There has to be a reason behind the tech.
Keeping centered on the story is the key. A great story has to be told no matter the medium. But, as most of us interact with technology our every waking moment, the combination of story + tech is increasingly a good one.
For M&T, we continue to invest in R&D to help our clients tell their stories. We’re focused on building our team and skills around the tech mentioned above, as long as it performs for our clients.
Have a story that needs to be told? Give us a shout.