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There’s a new trend in marketing campaigns, and it's not a big deal. It's quite literally a very small deal.
Brooklinen: For the DTC bedding company’s holiday campaign, it created tiny dollhouse model rooms remotely due to the pandemic. The dollhouses—filled with Brooklinen products and festive accoutrements—find their way to the company’s target audience via its website, email, social media, and out-of-home (OOH) displays.
Volkswagen: DDB Sydney recently worked with VW to create an OOH mini dealership replica in a popular part of Sydney. If you scan the QR code on the little lot, your phone creates an augmented reality experience that lets you “try out” the cars.
Zooming in
Phones are becoming core to marketing—and mini replicas just so happen to look great on an iPhone screen.
- For instance, Industry Dive announced Tuesday that publications Mobile Marketer and Marketing Dive are merging into one.
- “Consumers assume mobile will be a key part of their connected experiences. Mobile has also become endemic to marketing and media,” per Industry Dive’s announcement.
Suggestion: Do as VW and Brooklinen did by creating a charming mini OOH experience, then repurpose pics or videos of the mini across mobile platforms—thus sending that uber-creative in-person experience directly to your target audience’s pockets.