Vanity has always been my favorite sin.
If only every marketer understands and accepts the fact that consumers care only about themselves and not the products they are using, a whole lot more of sales will be made.
Fortunately, there are some brands and agencies that understand this perfectly. Qualcomm recently used consumers’ unwavering sense of self-importance and self-adoration to demonstrate the power of their new snapdragon processor.
The Ultimate Photobooth
The art of 360 degrees still photography is not a new concept but it is only recently that it is becoming more popular. Current technology is finally allowing it to happen.
360 degrees still photography is when the subject is surrounded by cameras from every angle. This means that when one camera takes a photo, every angle is captured, allowing anyone to see the image from any angle. Qualcomm set up smartphones, powered by Snapdragon processor, to allow for a 360-degree image capture.
When a marketer provides people the opportunity to do something they love, like taking a selfie, for FREE, it’s almost impossible to fail.
People love themselves. That’s why a selfie is becoming the new diary. Qualcomm didn’t just give people the opportunity to take a photo of themselves. Qualcomm gave consumers the opportunity to take a unique and badass photo of themselves.
As a result, the brand didn’t just attract participants, they attracted people that become fully engaged with their brand. People breakdancing, breathing fire, doing acrobats, doing exhibitions with their dogs and a whole lot of others with something different to offer came.
Qualcomm came out with a bunch of beautiful images and a bunch of consumers who will forever talk about that first Qualcomm gave them the chance to take a 360-degree photo of themselves.
It’s Not Perfect
The stunt, however, is not perfect. For one, what participants and spectators see is the phone that took their photos. Qualcomm’s brand, Snapdragon Processor, is buried inside the phones. There is a strong possibility that people will walk away remembering the phone brand rather than the processor that made the photo possible.
It is, of course, inherent to the nature of the brand. It’s a processor after all. However, it is one valuable lesson for marketers to learn.
People’s immediate memory will turn towards the products or brands they see. If the product being promoted is a technology that is naturally hidden, then there must be another way for the brand to be exposed.
This is not to say the whole effort is naught. On the contrary, Qualcomm demonstrated how technological brands can use their product to something very personal that resonates well with the consumer. The only issue left to be resolved is brand visibility.