Digital Storytelling
CAMPBELL'S GO SOUP DIGITAL EXPERIENCE
On digital experience & brand communication.
Every brand embraces its own visual/verbal identity, sharable language, and unique persona in this hybrid digital-physical world. While products have become objectified expressions for modern consumers, emerging digital platforms are introducing new ways to brand storytelling.
In the process of digital brand communication, the function of user experience is not only to effectively introduce new products on the shelves at supermarkets or department stores, but also to channel product experience through music, fashion, and other pop culture as a collective experience.
Campbell's Go Soup digital experience
CLIENT / CAMPBELL'S
This project launches Campbell’s new line of product—Campbell’s Go Soup. In positioning these products as the millennials’ trendy cultural consumption, the launching website lets users experience the personalities of the new products through fashion and music. Users can also share their Campbell’s Go Soup stories via social platforms.
Conversational platform.
An engaging digital brand experience can be playful, scientific, or educational, most importantly, it is conversational.
My thoughts.
Moving brand experience from physical to digital isn’t just to change the platform, but to transform the interconnectedness between brand experience and user digital behaviors.
Synergy.
The relationship between a brand and users is symbiotic, optimized hybrid digital-physical experience can amplify such brand momentum driven by both brand and consumers.