Has this been done before? It's an honest question that marketers always ask when considering using new technology to tell their stories. Who wants to be a has-been?
But when discussing applying technology to brand experiences, it is not the best question to be asking.
The right question is "Does the new technology help tell a better story about my brand or will the story be about the technology itself?"
The Purpose of Technology
Marketers will be envelope-pushers. Everyone wants to look fresh, exciting, different, and edgy. A new medium to deliver your message says you're a front-runner, constantly thinking how experiences can make an emotional connection to your brand.
A tech-first approach works when the cool factor of the technology furthers the brand conversation, not the technology conversation. A great example of this is when Pepsi Max took over a bus shelter
The above example is case in point of a brand using technology to tell a brand story, turning the mundane routine of waiting for the bus into an fun, imminently shareable and memorable adventure. The message was clear and the consumers' focus was on the experience rather than the technology.
Too many times brands get excited about technology and how to look "cool" and focus on how to implement the technology rather how the technology can tell their brand story.