Capturing Attention, Winning Hearts, and Opening Wallets: The Power of Experiences
- Darren O'Mahony
- Feb 10
- 2 min read
In a world where people are bombarded with ads, the biggest challenge for brands isn’t just being seen—it’s being remembered. Traditional marketing fights for attention, but interactive experiences earn it.
By engaging audiences in meaningful ways, interactive brand activations don’t just create a moment—they create an emotional connection that translates into loyalty and sales.
Why Interaction Beats Exposure
The human brain is wired for engagement. When people actively participate in an experience, they remember it better and feel more connected to it. Studies show that:
• Interactive content doubles engagement compared to passive content.
• People remember 80% of what they do, compared to just 20% of what they read.
• Customers who engage in branded experiences are more likely to buy—and more likely to share.
This is the shift from ads that talk at people to experiences that involve them.
Winning Attention: The Art of Interaction
Getting noticed is the first battle. But how do you cut through the noise?
✅ Make it participatory – Give people control over the experience.
✅ Engage multiple senses – Sight, sound, and touch create deeper connections.
✅ Create a reason to explore – Curiosity keeps people engaged longer.
Example: Montblanc Interactive Window Display
Instead of a traditional store display, Watch This Space created a 2.5-metre replica of the Montblanc Summit 3 watch, fully controllable from a customer’s mobile phone. This level of interaction turned window shoppers into in-store visitors, leading to a 31% conversion rate for bookings.
Winning Hearts: The Emotional Connection
People don’t just buy products—they buy into stories, emotions, and experiences. The best brand activations trigger excitement, nostalgia, or joy, making them impossible to forget.
✅ Tap into storytelling – Let people experience your brand narrative.
✅ Use personalisation – The more relevant the experience, the stronger the connection.
✅ Create shareable moments – If it’s worth remembering, it’s worth sharing.
Example: Geelong’s Interactive Christmas Tree
During the pandemic, Watch This Space helped the City of Greater Geelong create an interactive Christmas tree controlled by people’s mobile phones. Originally designed as a contactless activation, public love for the experience kept it running for three consecutive years.
Opening Wallets: Turning Engagement into Sales
Attention and emotion drive action. The best interactive experiences don’t just delight—they create clear pathways to purchase.
✅ Seamless transitions – Make it easy to go from experience to checkout.
✅ Incentivise engagement – Rewards drive action.
✅ Measure and optimise – Track interactions and refine the experience.
Example: St. George’s Digital Christmas Window
A festive digital storefront let shoppers “unwrap” virtual gifts by waving their hands in front of the screen. The element of surprise and reward made it highly engaging, leading to over 530,000 views on Facebook in just a few days.
Final Thoughts
Interactive experiences go beyond engagement—they create real connections that drive loyalty and sales. Whether through AR, digital touchpoints, or immersive retail experiences, brands that involve their audience don’t just grab attention. They win hearts and open wallets.
At Watch This Space, we specialise in interactive activations that turn brand experiences into business results. Ready to create something unforgettable? Let’s talk.