We cannot deny it: The tried-and- true marketing vehicles such as FSIs, television and print advertising,  circulars and in-store signage will continue to be a mainstay in a brand’s marketing mix. That’s why we call them tried-and-true; they are expected by shoppers. But to succeed in today’s media-savvy world, traditional vehicles must be complemented with newer vehicles that demonstrate a refreshed sense of communication — one that starts a deeper conversation.

These vehicles can present an unexpected approach to both the delivery method and content. They can enhance the traditional vehicles and help brands permeate the shopper’s conversations about their products and programs with others. These vehicles are often grouped into a category known as emerging media, which can include, but is certainly not limited to, social media, gaming, online video content, interactive 3D viewing via augmented reality and unique content delivery methods such as QR codes.

Let’s look at the inherent difference between traditional vehicles and a few emerging media vehicles. An FSI, for example, fosters a transactional relationship between the brand and shoppers. He (the brand) says: “If you buy one of these featured products, I’ll make sure the store you go to gives you 50 cents off.” She (the shopper) may be willing to switch brands with an offer on a competitive product and therefore makes the deal to get the instant payoff.

Once the product is rung up, their relationship is complete. Flipping through the Sunday FSIs provokes a limited stream of emotion in our shopper — most likely, satisfaction for the deal and accomplishment that she got what she needed on her list. The offer rarely inspires her to tell a friend about it, and I venture to guess she doesn’t even remember the offer by the time she returns home.

Now, as we look at emerging media, we see emotional connections running deep and wide, and thus a huge opportunity to harness those connections and build an ongoing relationship between her and the brand. Two emerging media types — QR codes and augmented reality — are beginning to show us how influential the unexpected can be when trying to create stopping power with shoppers.

Quick Response Impressions

QR codes allow a brand to share more background information — a video, exclusive offers, as well as the ability to change the content on a daily basis. QR codes are essentially a shortcut to access web content. But the “coolness factor” of taking a snapshot of a code and receiving what feels like personalized content puts it in a new bucket of internet access.

Shoppers get the sense that they are unlocking something that is not available to everyone and therefore they feel compelled to interact. Just the other day, I was flipping through the latest Pottery Barn catalog and noticed a QR code featured within a page. A quick click of the code led me to a video with one of their product designers talking about a leather chair. That content helped me learn more about the brand, while the video made me feel like she was actually speaking to me.

Although I’m not in the market for a chair like that right now, I’m sure it will be higher on my list than it would have been with an unaided search when the time comes. QR codes are popping up more frequently and across more media — transit advertising, magazines, packaging, FSIs and even window merchandising at major retail stores.

Though most wireless companies are starting to include QR readers as standard apps on newer phones, it will likely be a few years before it’s a “no-brainer” for most shoppers. Bottom line: Unlocking content may just be the key to locking in brand loyalty.

Augmented Reality Magic

While augmented reality is a more widely used technology abroad, in the United States it is in its infancy stage. However, its potential to trigger a truly emotional response is evident when people see it in action because it looks like magic.

At the heart of it, augmented reality makes something memorable — be it a new product, a promotional program, or a partnership. The shopper is encouraged to hold up a printed image up to a webcam, and the camera automatically reads the code within the imagery to display 3D animation. The result is a high level of talk-ability amongst the shopper and her peers.

McDonald’s used augmented reality for its Avatar promotion, which helped put this technology on the map in the United States. Big Mac packaging featured special cards that patrons could hold up to a webcam at home and experience an up-close exploration of Pandora, including insights into the characters and environment. The massive McDonald’s audience created buzz and helped people begin to understand how to use it.

Lego leveraged augmented reality in-store to help with a critical step in their go-to-market strategy — sparking imagination. Shoppers were invited to take a specially-marked package and hold it up to a kiosk-based video camera to reveal the box’s contents fully assembled within live, 3D animated scenes. As the shoppers and their kids moved the box around, they were quickly wowed by the different angles of potential creativity in their hands.

Lego sparked the conversation in-store to influence instant purchase. They then continued the conversation at home when the shopper and her kids held up the box to their own webcam to show family and friends what they planned to build with their new toy.

A program leveraging this technology can be communicated to the masses — as McDonald’s did — where there is bound to be a cross-section of early adopters and other curiosity-led consumers. Alternatively, a more targeted execution, such as Lego, will appeal to those who welcome unexpected ways to experience a brand. Bottom line: Creativity is now in the eye of the beholder.

The shopper continues to show us she is time starved, yet content thirsty. The key to success is to recognize both sentiments when trying to reach her. While emerging media cannot stand alone, together with other elements, they can help build a true, lasting relationship with shoppers. These media give shoppers a leg up on what is in plain view on-shelf or in a TV advertisement, and can ultimately leave them craving more of the unexpected from a brand.

Of course, these vehicles will undoubtedly become the expected down the road. Remember how innovative we thought at-shelf couponing was? If we can capitalize on the current buzz surrounding emerging media, we’ll be tapping into the potential to help brands become a resource and a friend to millions of shoppers.