One of the reasons that I joined Crispin Porter + Bogusky is because it is a traditional ad shop that has wholly adopted the digital medium as its main focus, using social media to drive campaigns rather than the other way around. I am a fervent believer that the future of experiential marketing lies with its marriage to digital tools. After all, the tools in our pockets aren't tiny TV screens; they are tools for action. And action after experience is the best action of all.
So its cool to see this article in Adweek pointing out how digital mediums are reshaping the way marketers are connecting with their consumers to drive action.
The Skittles campaign is part of a shift in digital away from users merely sitting in front of computer screens to using new digital tools to affect behavior in the physical world. The growing sophistication of smartphones is driving the creation of these location-based services, which promise to morph the Web from a solitary experience to a ubiquitous connector in the real world.
This evolution has major implications for brands, giving them the possibility of tracking the success of digital campaigns to the store level and changing how they market to consumers.