A local Hong Kong newspaper published an article about two Smartphone users who saw a ghost in the picture they took with their device. One of the users, Elaine was so terrified that she had to contact a pastor to help her exorcise the spirit.

The photographs created a buzz among netizens that morning. Later it was found that the ghost was just a special effect from an Android phone application called Camera 360; this was actually a little joke from the application developer. Planned or pranked, you will be amazed by the power of social media. On the same day that news article was out, pictures of that same ghost were posted on Facebook and weibo, the ghost was simply everywhere. It did not take long to find out the truth.

Mr. Chris Dobson, Regional Strategy Director, APAC, Imagination, says “Our approach is to make brand experiences consumer centric. This has lead us to effectively use a combination of traditional 'stunt' PR and the digital medium. We use technology to enhance a brand’s ability to connect, and begin a conversation with its audiences. Opportunities for further dialogue or the ability to share is the key for Imagination to create further brand experiences. This can take the approach of more 'gamified' campaign ideas that can be accessed across platforms and combine real and virtual worlds, using social currency to reward interaction or build awareness. Central to each is a desire to offer relevant, valuable content to audiences - to reward them for their time and provide opportunities for further amplification or dialogue. However, this type of stunt can also put valued brands at risk. PR managers working for well-established brands might want to consider the possibility of negative effect on the brand before they plan their stunt act.

Advancements in technology are opening up new and exciting opportunities for brands. Over the next two years the mass roll-out and adoption of NFC (Near Field Communication) will activate mobile devices by touching two devices(expected to exceed 800million in the next three years) and create new and presently unimagined possibilities for brands as the physical and virtual worlds collaborate. From social connected retail environments to the complete integration of in-store and out of home and beyond - a new generational shift is about to take place. Forward thinking brands should be plan to harness these technologies to create dialogue and advocacy and gain advantage in the market by creating new, unique consumer-centric experiences.”

Uday Vijayan, Director, Imagination India, says, “Brands, even in India, now have this tremendous opportunity of breaking away from the routine to engage with customers.That is where a media neutral agency like Imagination comes in by offering a whole new meaning to create brand experiences. Smart use of digital technologies with a clear relevance to the brand can make a brand stand out in cluttered market environments.”