The marketing messages on social media today have mostly proven effective only at numbing audiences and dividing their attention. To ensure that brand messages make a lasting impression, they must be delivered by an in-depth approach that spans a wide spectrum of media and channels.
Unlike traditional marketing approaches, Pico’s Integrated Brand Experience (IBE) methodology brings immersive emotional resonance to brand concepts, creating seamless multi-channel touchpoints that deeply connect with consumers. As Entrepreneur magazine has pointed out, such cross-channel marketing can increase sales by 300%.
In today’s marketplace, the only way to stand out is to penetrate the ‘golden triangle’ of ‘physical-digital-emotional’. As an example, marketing programmes for the Wimbledon Tennis Championships 2023 and 2024 not only used up-to-date offline elements such as out-of-home (OOH) advertising, but also used everything from promotional trailers, original theme songs, photography, 3D animation and print posters, to digital and social media platforms such as owned media and earned media, as an integrated whole. The project related the history and highlights of Wimbledon Championships, connected tennis fans and spectators, and transformed a century-old IP into a digital cultural heritage that emotionally resonated with audiences.
In another demonstration of IBE, Pico demonstrated its opinion-marketing expertise with a campaign for Archer Aviation during the Superbowl in the USA. In it, selected opinion leaders and Usher, star of the Super Bowl halftime show, released a video post promoting Archer’s ‘flying car’. The innovative campaign enjoyed most of the benefits of a Super Bowl advertisement but without the heavy cost, reaching more than 112 million people and generating over 22 million exposures in non-paid media.
In an era where experience is king, marketing has evolved into a sustained emotional investment, making IBE the most effective choice for brands to maintain competitiveness and relevance with consumer trends. Interactive, communicative, and with its cutting-edge technology turning multiple touchpoints into an ‘emotional storage bank’, IBE is the key to winning the limited attention of audiences and fully presenting brand value.
