Yes, you read that right… A 30×50 cm digital (and/or touch) screen attached to a backpack to be carried anywhere. It meets all the requirements of a “Street Marketing” medium and much more! In this article, we will see why and how the digital backpack, also called “Backpack”, is great for local communication and for creating traffic to a specific point of sale, whether physical or digital.
This is not just a modern and designer toy that we use for fun . No, the digital backpack is a communication medium in its own right and a real marketing tool to better understand your customers/prospects . Its possibilities are enormous and so are the benefits… You just have to use your imagination!
This medium is completely adapted to the events sector, whether for the promotion of an event or during it, to offer an interactive experience to visitors/prospects of the day and generate traffic . (competitions, advertising messages, Call To Action with rewards, interactive digital games, etc.)
Your brand will be remembered more easily and for longer and you will convey the image of an enterprising, dynamic and modern company (likeability capital).
The Sandwich Man 4.0
"We kept the sandwich but added our own ingredients."
Why use the Digital Backpack?
✔ PROXIMITY: Its MOBILE function allows it to invest in the streets of a city, a trade fair, an event as close as possible to prospects and generate real interest in the brand. E.g.: positioning itself near the Luxembourg train station to reach cross-border workers.
✔ ORIGINAL / INNOVATIVE: A unique, contemporary concept in Luxembourg. Have you ever seen this concept in the Grand Duchy?
✔ VISIBILITY: Its attractive design and interactivity help attract the attention of passersby. The high brightness of the screens offers better image quality and better color contrast so that your message is visible from afar.
✔ DATA COLLECTION: The data collected is very useful for better understanding your prospects and launching targeted marketing campaigns. When used properly, this data helps you better understand your customers’ needs and desires.
✔ ECO-RESPONSIBLE: the solution is environmentally friendly since we limit the carbon footprint and environmental impact as much as possible.
✔ BRAND IMAGE: your brand will be remembered more easily and for longer and you will convey the image of an enterprising, dynamic and modern company (likeability capital).
✔ TRAFFIC GENERATOR: Our digital backpacks unexpectedly pique consumers’ curiosity and encourage them to react. By playing on the element of surprise, they attract the attention of passersby and potential customers, which is highly effective in establishing a connection with the prospect and generating traffic in-store, at your event, or on your website!
Variations of the concept
The possibilities of the digital backpack are vast… It is not only a visual and modern support, it is also a real tool for generating traffic , collecting data and developing your brand image . It all depends on the objective you have set for yourself!
It would be wise, even strongly recommended, to set up a “Call To Action” , i.e. a call to action from the prospect.
1. Promotional message
One of the main functions of the digital backpack will be to broadcast your advertising message as close as possible to your target prospects via a dynamic and impactful video. Indeed, its “mobile” function allows it to easily reach the desired target.
This could concern the promotion of an event , the launch of a new product , a promotional offer on a product/service … Ex: if you offer an interesting promotional offer “our screen men/women” can position themselves outside near the store in question and thus play the role of “tout”.
But for even more impact, it will be appropriate to offer a reward/benefit to the prospect… either directly on site (in person), such as samples, goodies, vouchers for a nearby store… and/or even better! By integrating a QR Code on the video broadcast which directs the prospect to a registration form located on a landing page (or page of your website) so that he benefits from the advantage highlighted, such as winning entry tickets to an event by drawing lots. In addition to promoting your event, you collect Data, data in other words! And that is priceless!
2. Competitions
Are you launching a competition? The more channels you use, the more traffic you’ll generate around the campaign, and therefore a return on investment. Don’t limit yourself to web-based platforms like social media, websites, or newsletters. Don’t hesitate to promote the campaign in person, and a digital backpack is a great way to do this in a targeted manner.
Indeed, the interest of the digital backpack in this kind of case is to be able to target a population and create buzz about your operation . For example, placing 3 or 4 “screen men” near a store will reinforce the exceptional nature of the operation and you will convey the image of an innovative company.
Once again, the QR Code will play a role in redirecting the prospect to the registration form.
3. Trade fairs, exhibitions, events
The digital backpack is a real support dedicated to events because it is perfectly suited to trade shows, fairs or events to generate traffic to your stand and have a significant return on investment on the price of the place.
How? “Our screen men/women” circulate throughout the event, broadcasting a dynamic and attractive advertising message featuring your brand or product. But that’s not enough if you want to attract prospects to your stand. You have to offer a reward ! Even if it’s not much, visitors are always keen on gifts, goodies, tastings, promo codes, and more.
It will also be wise to clearly indicate the location of your stand on the video (hall number, stand number, or even a map of the show with your location highlighted) so that visitors can get there easily.
4. Games and interactive experiences
As I told you, the possibilities of the digital backpack are enormous! What’s better than a game or an interactive experience to engage your audience? We offer more than fifteen interactive digital games such as quizzes, surveys, personality tests, but also arcade games, puzzle games, contests and finally instant win games like scratch cards or the famous “Wheel of Fortune”. All of our games can be personalized with your brand colors (logo, graphic charter, etc.)
2 options can be considered for the broadcasting of the game with distinct objectives:
By scanning a QR code : Distribute your promotional video with a QR code highlighting it, directing the prospect to the game link in question. The person plays directly on their smartphone to try to win the prize. The advantage of this concept is that it generates volume while collecting data.
Directly on the screen via touch : The second option is to have the prospect play directly on our digital backpack via its touchscreen. You will generate less volume than the first option, however, you will maximize the buzz effect because you will generate interest from other passersby who will want to play in turn.
In any case, you will convey the image of an innovative, modern company!
We also provide you with an Excel export of the collected data, useful for analyzing game statistics.
Combine Street Marketing media!
To give your campaign more weight and impact, it’s a good idea to opt for complementary street marketing materials that are always personalized with your image. The more you surprise the consumer, the more you maximize the chances of your message being remembered.
Case study: Orange Luxembourg – Win a PS5 during the Luxembourg – Portugal match!
Date and place : March 26 at the Stade de Luxembourg
Action details:
- 💡 2 hosts/hostesses with digital backpack
- 💡 1 host carrying the “Orange” mascot + 1 hostess in assistance
- 💡 4 hours of visibility
- 💡 Setting up an interactive “Penalty Shootout” game
Client objective: convey a positive and creative image
Orange Luxembourg wanted to take advantage of the Luxembourg-Portugal match, which took place on March 26, 2023, at the Stade de Luxembourg, to organize a competition with a PlayStation 5 up for grabs. The goal was to provide a special experience for the spectators present.
The CD PUB solution :
The digital backpack was a no-brainer! Orange provided us with the promotional video that would be broadcast on our screens, and we designed an interactive game whose objective was to score the most penalties during the allotted time. How? Simply by scanning the QR code on the video and filling out the associated registration form. The people with the highest score were randomly selected to win a PS5.
And to create more visibility and excitement around the action, our “screen men/women” were accompanied by the mascot “Orange”: a winning combination!
In the end, the operation was a great success and 1800 scans were recorded with the associated collected data.
