Ace Brand Activation With Quenth: 5 Engines, 1 Campaign

Introduction

Brand activations are no longer simply about reaching an audience—successful ones are about reaching them with a brand. Everyone needs to do something, make something, find something, and share. When brands have a mall activation, BTL campaign, a digital campaign or a product launch, the challenge is to make a visitor an active participant and a memorable brand interaction - eventually.

Quenth does it another way. Quenth offers 5 interdependent engines with registration, engagement, content creation, and sharing all in one: Photo & Video Booths, Registration, AI Bot, CrowdPlay, and Event Walls.

These engines can be used on a stand-alone trip or on a trip that is connected. One branded experience and registration can include interaction with an AI Bot, participate in a CrowdPlay game, create a personalised photo or video, and have their content displayed on an Event Wall.

This turns Quenth into a platform to not just acquire single event-tech products, but to construct and release interactive brand experiences.

What Makes a Brand Activation Work

A brand activation experience should go beyond mere attention. It should create an occasion for people to pause, engage and recall the brand.

Quenth focuses on four pivotal moments in this journey:

The key is how these moments are joined. For instance, at a product launch, Registration can collect the details of the attendees, an AI Bot can introduce the product, CrowdPlay can convert product knowledge to a game and a Photo & Video Booth can generate an individualized branded output. The content that is created can then be displayed on an Event Wall.

The brand has one seamless touchpoint rather than five separate ones.

Photo & Video Booth Experience

A Photo & Video Booth can be a more than a regular photo opportunity. But with Quenth, it transforms into a content-generation engine that can leverage an attendee moment into a personalised brand moment.

The campaign can be integrated into the experience, with visitors interacting with an AI-powered or branded booth to generate photos and videos aligned with the campaign. It may feature the brand's visuals, campaign message, products, characters, or creatives.

Dynamic personalisation is an important capability. The experience does not need to provide the same output to all attendees, but can adapt to the information captured or inputs provided by attendees to create a different output. This may be customised overlays, campaign components, names, themes or anything else that might be applicable.

The end result is content that is designed for the person, not the tag. This can make a malls activation a high-traffic draw. It can be a physical memento for a BTL campaign. At the product launch, the booth can be used to make the newly launched product a part of the attendee's content.

Not only is the output shareable content, but the activation itself can continue after the event.

Smart Registration Experience

Registration is usually the first interaction that an attendee has with an activation. Thanks to Quenth, it's not a mundane form-filling experience.

The Registration engine can be the gateway to the entire brand journey. Data collected at check-in can help throughout the event, saving time from having to collect the same data again and again.

For example: This key strategy is at the heart of the program, which is structured in four steps – Register, Personalised Experience, Engage, and Create, then Reward. A visitor may register once and then complete a number of different activation experiences with the same journey.

For brands, this also provides a more structured approach to integrating audience engagement with participant data. Registration can be a tool to gather information about who is coming to a product launch before directing visitors to product demos or interactive games. It can be used as a portal to an interactive experience in a mall activation. Quenth deems registration as a part of the activation process, not an administrative task.

AI Bot-Powered Brand Experience

Not all visitors give a two-way performance when they enter an activation. An AI Bot can be the virtual companion who can assist them in navigating the journey.

Quenth is an AI Bot that can be tailored around the brand, campaign, product or activation journey. It can respond to questions, answer information queries, help users navigate and/or direct to the next interaction.

The Bot will be able to provide the visitor with an understanding of the product or answer questions related to the campaign at the product launch. It can be used in a mall activation to direct people to activities that are available. It can be used to reduce confusion in a more complex BTL campaign, as it can explain what visitors need to do next.

This transforms the AI Bot from being just a chatbot to a fully-fledged virtual assistant. It can be used as an element of the general activation flow, bringing visitors from one Quenth engine to another.

CrowdPlay Engagement Experience

Audiences are much more engaged when there's something to do! Quenth's CrowdPlay engine brings games, quizzes, polls, challenges and other interactive formats to the brand journey. Brands can prompt audiences to engage with a product message, rather than just viewing it.

A product quiz may be used during a product launch. A mall activation can be a quick game for rewards. A challenge might be used to help people engage with a BTL campaign and stimulate competition amongst visitors.

CrowdPlay also allows brands flexibility on the structure of participation. It can be a few seconds or involve a more intense competitive experience with leader boards and prizes. More importantly, it provides consumers with a good justification to spend more time with the brand.

Event Wall & Social Experience

The interaction doesn't have to be concluded on an individual's screen. Quenth's Event Wall is an interactive and visible shared brand experience of individual attendance. Depending on the activation, photos, videos, responses, scores or other campaign materials can be projected onto a large screen or digital wall.

When other visitors see what you've posted on the Event Wall, it may prompt them to join in as well. The wall is a visual draw for the visitors and can create a positive impact for a mall activation. It can be displayed at a product launch, in conjunction with the brand campaign, highlighting audience-generated content. It can make people's moments become the people's brand moment, for a BTL campaign.

The Event Wall is not just a display, but rather a forum for discussing events, sharing resources, and planning further action. It may get to be the amplification layer of the activation.

How the 5 Engines Work Together

The true art of Quenth lies in linkage of the 5 engines and not in their use as products.

An example activation process might be: After registering, the AI Bot invites the users to the photo/video booth and the Event Wall. Once registered, the AI Bot invites the users to the photo/video booth and the Event Wall.

There are specific functions for each engine:

The same structure can be used for various campaigns. The AI Bot could introduce the product to the attendees, the CrowdPlay could test their product knowledge, and the Photo Booth could generate a product themed image. Registration might be the starting point to a mall activation, CrowdPlay might offer the game mechanic and the Event Wall would be the place for showcasing participants.

With a BTL campaign, the brand can integrate lead capture, engagement, content creation and amplification all into one connected campaign.

The point is that not all 5 engines need to be activated during every activation. Quenth enables brands to mix and match the engines based on the experience they desire.

From First Interaction to Brand Recall

When a brand is chosen, they are caught from First Interaction to Brand Recall. The best interactive event experiences aren't over when the guest has left the activation. They provide several touchpoints for the brand to be present.

The campaign can be accessed by a visitor with a registration screen or QR code. They then interact with the AI Bot, join the CrowdPlay, and get to create personalised content with a Photo Booth or a Video Booth and then view it on the Event Wall.

Each step promotes the same campaign. This establishes an "in-the-moment" to "brand next time" sequence.

With Quenth's platform approach, it is possible to create this journey without each step being a standalone activation. For brands, it translates to having all the audience data, interaction, content generation gamification, and visibility within a single experience.