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Iris > 实例探究 > 为宾利添越 EWB 打造令人难忘的体验式营销活动
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Bentley's Innovative IoT-Driven Marketing Campaign for Bentayga EWB

技术
  • 机器人 - 自动导引车 (AGV)
  • 传感器 - 自动驾驶传感器
适用行业
  • 汽车
  • 零售
适用功能
  • 销售与市场营销
用例
  • 智能停车
  • 车辆到基础设施 (V2I)
挑战
宾利希望打造独特的体验式营销活动来展示全新添越 EWB,并强调加长轴距和豪华后座的心理优势。
关于客户
客户宾利是一家以高端汽车闻名的豪华汽车制造商。他们希望为潜在买家创造独特且难忘的体验,展示全新添越 EWB 的功能和优势。
解决方案
Bentley 与 Iris Worldwide 合作举办经销商参观活动,让潜在买家可以亲身体验 Bentayga EWB。此次激活涉及一辆前往美国各地经销店的车辆,让用户坐在车里,戴着耳机测量他们的心脏和大脑活动,体验短暂的冥想。车辆后部的屏幕实时响应用户的大脑活动。体验结束时,用户会收到类似 NFT 的艺术品形式的个人大脑活动表征。
运营影响
  • The innovative marketing campaign provided a unique and immersive experience for prospective buyers, allowing them to experience the luxury and comfort of the Bentayga EWB firsthand. The use of IoT technology to measure heart and brain activity added a unique, interactive element to the experience, providing real-time feedback on the user's psychological response to the vehicle. The creation of a personal, NFT-like artwork based on the user's brain activity provided a tangible memento of the experience, which could be shared on social media, further extending the reach of the campaign. The campaign successfully combined physical and digital elements to create a memorable and shareable experience, setting a new standard for experiential marketing in the automotive industry.

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