Asus promotes range with 360-degree marketing experience

By Claire Reilly

After rolling through Melbourne and Brisbane, Asus is bringing a pop-up consumer experience to Sydney’s Pitt Street Mall this week, setting up a 360-degree photo booth to promote its VivoBook and range of Windows 8 devices.

The Asus 360 PhotoBooth experience is a circular rig set up with 36 DSLR cameras that take rapid fire photos to create a 360-degree pan around video. After posing, consumers can access and share their photos through the Asus Facebook page before entering a draw to win an Asus VivoBook.

The stand is drawing plenty of attention from passersby in the busy pedestrian mall and, while the actual photo shoot has little to do with laptops and tablets, the brand has established an experience area where consumers can touch and feel the Asus range and chat about the products with product experts before being directed to local retailers to complete the sale.

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“It’s been great,” said one of the Asus reps manning the stand. “It’s a good way to get an audience. Normally when we demonstrate there are a lot of guys – maybe about 70 per cent. But this is about 50-50.

“A lot of the time, people will come up and say, ‘Oh it’s Windows 8, I don’t know how to use it’. But with this stand they hang around and play with the products because they want to enter the photo competition.”

According to the Asus representative, there has been a positive response in Melbourne, Brisbane and Sydney, with upwards of 200 people getting their photos shot per day, and plenty more coming to check out the products. There was also a strong call to action, thanks to proximity to electrical retailers, including JB Hi-Fi.

The Asus experience stand in Pitt Street Mall.

Punters pose for a 360-degree photo in the Asus rig.

Consumers check out the products on show at the Asus stand. Just to the left, there is a JB Hi-Fi store where interested customers can complete the sale of a Windows 8 laptop which has been demonstrated to them.

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