High school students work together to save the world in the classroom.
The world is changing. To what degree, for how long and where is something that changes by the day if not the hour. However a prevailing shift we cannot deny is that millions are now moving to work from home in response to the COVID-19 pandemic as companies react proactively and some as governments force people to self-isolate. While we certainly look forward to a return to normality, it’s likely for many places that it will take a lengthy amount of time to get there.
The only challenge is: how does an organization manage the social isolation over a prolonged period of time? How does a brand engage beyond the screen in a way that isn’t just a viral video or Instagram ad?
Pre-COVID-19—players work together in Immersive Tech’s escape room for Leaps by Bayer.
Without a doubt, there is no equal replacement for simple face-to-face social interaction. Humans are social creatures and this inherent quality has influenced entire industries in the experiences we offer each other. But we’re facing a monumental shift, one that we’re still—across the world—not sure how it will end. With conferences, activations and team building events being cancelled, it is clear that experiential cannot happen in the same way that it has been.
Immersive Tech’s mobile escape room for Capital One.
We’ve had the fortune of working with a number of world-class brands delivering experiences at a variety of venues for everything from training to product engagement. This also includes experiences that were designed to be delivered to the target audience, or sometimes to be played in a private environment—like home or the office.
While you can’t easily theme up the environment, create an enclosed space or otherwise utilize the same tools you would have normally, it’s still possible to create an experience that can involve others and create genuine social interactions that are just as memorable as those you experience in person. As brands, marketers and corporate trainers try to navigate these uncharted waters, we have a few suggestions on how you can still engage and practice perfect social distancing at the same time.
1 - Create a Narrative
An actor from an Immersive Tech office-friendly experience.
The main challenge of creating an experience for home is to create a reason for the participant to come back. If your campaign is focused on the initial impression or just hitting them with various versions of the same concept, the likelihood for you to get a deeper and memorable engagement is naturally going to be low. If it hits you fast, you’ll forget it just as fast.
In other words, create a fictional scenario that requires your participant to be the hero to save the day. Involve influencers or key figures in your organization to drive the storytelling.
2 - Use Existing Platforms
Utility is in the eye of the beholder.
Nobody should make a new platform, mobile or web, to engage your target audience. There are plenty of robust and proven tools that can be re-purposed that already may have a large number of your users on it. If you’re an organization, leverage existing conferencing software you likely have to facilitate communication and file sharing.
As perfect example is Marshmellow’s concert in the popular game Fortnite. Think outside the room.
3 - Create Opportunities for Human Interaction
An Immersive Tech home-friendly experience.
Now your first thought might be: “how is that possible when some of the participants might be alone?” Depending on your parameters, you may be designing for one or multiple individuals. This can apply to both the home environment and smaller offices.
In the conceptualizing of your experience, you can design puzzles, riddles and challenges that require the group participation to accomplish. This can be as simple as rallying enough Likes (a bit old school) to an online puzzle hunt staggered over a week that has participants working together to reveal the final prize. Encourage people to connect as a way to further engage in your experience and share in the success together.
4 - Utilize Scarcity
The highly coveted “I’m first” moment.
Most people don’t want participation prizes. A time-tested concept, this applies doubly so for experiences online. Knowing that performing first or better than other participants can be realized through the form of a prize, high score or social recognition can be deeply compelling for people. If done right, your experience can drive organic growth as participants involve friends and even strangers towards a common goal.
5 - Shared Success is the Best Success
Not the best example of social distance celebration, but you get the point.
You’re already working against the fact that your participants may be separated or physically alone in your experience. Find ways for them to recognize that their accomplishment was done together and allow for ways for them to visually recognize that teamwork. It may be as simple as team names that are promoted in social media or a digital game experience announcing the fastest group within your organization.
We recognize that across the globe we are all dealing with our respective challenges, with some ranging from minor to life-threatening. Our thoughts go out to those affected and especially the health professionals on the front-lines who are doing their best to protect us.
For our clients and those looking for a way to engage in our rapidly changing world, drop us a note.
