Robots Revolutionizing Brand Activations: The Dawn of A New Era in Experiential Marketing
By: Matt McMullen
In September, Las Vegas-based live entertainment and media company Sphere Entertainment announced its life-like humanoid ‘Aura’ will permanently reside in the grand atrium of the Sphere arena.
Developed using advanced robotic mechanics and artificial intelligence (AI), Sphere has deployed five Aura robots in its arena, greeting guests from the moment they enter the venue.
David Dibble, who leads Sphere’s advanced technology arm called MSG Ventures, said Aura’s role at Sphere provides guests with the opportunity to “move into the future of entertainment and interact within a new technological frontier.”
Programmed to tell the story of humanity’s history of innovation, including Sphere, Aura is just one of the latest examples of companies leveraging robotics to elevate their brand activations and storytelling.
Brand activation and experiential marketing strategies have evolved significantly as the development of advanced technology continues to progress at an accelerated pace.
Driven by their significant influence in pop culture as well as the integration of AI and machine learning systems, robots are poised to redefine the next generation of brand activation strategies by offering more unique and interactive experiences for consumers.
The Rise of Robots in Pop Culture
Robots have captured the imagination of audiences through their portrayal in movies and TV shows.
Iconic characters from classic films like R2-D2 and C-3PO from the Star Wars franchise and Optimus Prime from Transformers have become synonymous with the idea of human-robot interaction. Fascinated with the technology, American comedian Whitney Cummings partnered with AI robotics company Realbotix to build a robot clone of herself in 2019 for her Netflix special Can I Touch It?
Made popular through entertainment, the concept of human-robot interactions became more common throughout the 80s to 2010s as consumers formed emotional connections with these characters.
Across decades of pop culture, some of the most iconic characters for brands have been robots. Now it’s time for those robots to go beyond the television and computer screens, and enter the real world.
“Spokesbots”
Brands have become more cognizant of the potential of incorporating robots into their marketing campaigns over the last couple of decades, creating “spokesbots” that would become an extension of their company values.
People get to interact directly with the robots as a physical representation of the brand, with the ability to process questions from the user and answer them. Moreover, the novelty of using robots can attract substantial media attention and social media buzz, boosting brand visibility.
Honda, for example, has used its ASIMO humanoid robot in advertising campaigns for nearly two decades, only retiring the robot last year. ASIMO was first introduced to the world in 2006 to promote the launch of Honda’s lower-emission 4×4 CR-V model.
Focusing on “warm technology,” Honda said ASIMO embodied the company’s attitude towards technology, which it described as “warm, approachable, human, optimistic, and always moving forward.”
Robot with Br-AI-ns
The integration of AI into robots has made an immense contribution to the remarkable progress of humanoids, particularly in processing and generating information.
By harnessing AI algorithms, robots have gained the capacity to analyze vast amounts of data. They can process massive amounts of information, adapt to different situations, and make quick decisions. What’s also interesting about AI-driven robots is that they're not just data crunchers; they're also adept at personalization. Robots can tailor activations to individual consumers at a level of personalization that has never been done before.
Imagine attending an event where a robot recognizes you, remembers your preferences, and creates a customized experience just for you. This personalized experience would not only strengthen brand-customer relationships but also drive loyalty and advocacy.
Beyond mere data manipulation, AI is also enabling robots to develop advanced communication skills in both written text and speech.
With AI-driven natural language processing, robots are also able to engage in meaningful conversation with humans, equipped with the ability to comprehend human speech and respond coherently. This opens the doors to a wide range of applications in customer service, with AI-powered robots currently being used in healthcare to automate some processes in treatments as well as for providing companionship and assistance to elderly people.
Robots are no longer exclusive to sci-fi movies. They’re here, in real life, to reimagine the future of many parts of society, including marketing and advertising.
People can’t resist the novelty of robots. Their attention-grabbing abilities make them effective tools for capturing consumer interest and delivering unique interactive experiences.
Pushing the boundaries of consumer engagement, robots are transforming brand activation strategies and will continue to play an increasingly essential role in shaping consumer experiences.
Leveraging their unique abilities, brands can forge deeper connections with their target audiences, paving the way for a new wave of marketing innovation. The dawn of a new era in experiential marketing is here, and robots are the face of this new technological frontier.
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About Matt McMullen
Matt McMullen is the CEO of Simulacra Corporation, which owns and operates the leading brands for lifelike mannequins and robots: Abyss Creations, Realbotix, and Anthropomorphic Figure Dynamics (AFD). Matt has been in the business of creating hyperrealistic mannequins and robots for the past two decades, with 6 patents on developing lifelike parts and figures. Following the success of Simulacra’s mannequin and robot subsidiary, Abyss Creations, Matt is expanding the technology with Realbotix to develop AI-powered humanoids for a variety of purposes such as education, marketing, government, and healthcare.
About Realbotix
Integrating advanced robotics and AI technologies, Realbotix's lifelike humanoids are meticulously crafted to emulate human emotions and foster genuine connections. With interchangeable faces and customizable software, Realbotix allows any brand or individual to create their own AI-driven humanoid.
