When Music, Technology, and Experiential Marketing Collide

experiential marketing

A pop-up in New York’s SoHo district is merging music, technology, and experiential marketing in a fun, dynamic way.

Part of Sony’s ongoing “Lost in Music” campaign, the Mulberry Street pop-up features an interactive song creation experience that generates an individualized tune for each visitor on the spot.

“Powered by cutting-edge Sony technology, this audio-visual experience invites you to create a personalized ‘MeMix’ music track based on your unique personal rhythm and your interactions with our immersive, walkthrough set,” explains Sony’s site for the campaign.

The tech reads the visitor’s body language as well as their heartbeat, then translates this information into a musical track that’s matched to the rhythm of their heartbeats. The personalized track is then made available for download.

Sony’s use of technology in the experiential marketing space echoes the findings of event software maker Bizzabo, whose recent study indicates that the majority of trade show marketers see a positive ROI when technology that engages audiences in their events is implemented.

“According to the report, 80 percent of marketers believe live events are critical to their company’s success and that events are the most effective method for promoting a brand or product, at 31 percent,” writes Lauren Berbarian for the Trade Show News Network. She adds that “86 percent of event marketers believe that technology can have a major positive impact on the success of their events.”

What this suggests for event marketers is that meaningful use of technology in trade show experiences is worth the investment.

But what does “meaningful” mean in this context? Personal. In fact, extremely personal. The interactive element of Sony’s “MeMix” isn’t just customized to the end-user, it’s a direct reflection of them and their biology at that moment. It spurs a sense of serendipity and results in a personal anthem that’s as unique as their own fingerprints or DNA. And, naturally, they have to trade some contact data to download it.

Technology is often berated as an alienating force in our culture (i.e., the zombie hordes of people, eyes downcast on their phones, shuffling through the tradeshow pavilion). But when infused, if not dependent, on humanity as with “MeMix,” technology in the trade show space can not only connect us to each other — it can even connect us to ourselves.

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