In a world filled with monochromatic, business-as-usual marketing, a campaign’s success often hinges on its ability to fully immerse an audience in a multi-sensory experience.
The term experiential marketing refers to creating an event or campaign that firmly cements a positive brand association in the minds of an audience. While experiential marketing is nothing new, recent technological innovations have taken the strategy to a whole new level. Here are some of the best examples of modern, experiential marketing done right:
In the fall of 2012, Felix Baumgartner was the name on everybody's lips – along with Red Bull, the corporate sponsor of his record-breaking freefall from the edge of space. Over 9.5 million tuned into the YouTube livecast to watch him, along with Red Bull's expertly placed branding, break the sound barrier during his now legendary jump. Inserting themselves as authors of this death-defying stunt bolstered Red Bull’s reputation as the drink of choice for daredevils everywhere.
To promote the launch of the new Peugeot 108, The Flash Pack teamed up with A Little Bird to demonstrate that the 108 could be customized to fit anyone’s style or personality. Participants were handed buckets of colourful paint dust and invited to go wild on a blank, vehicular canvas (a crisp, white 108). A team of The Flash Pack’s roaming photographers was on hand to capture the ensuing colour explosion, and the epic shots were instantly streamed to a nearby bank of socially connected iPads.
The “artists” were able to choose their favourite pics, add the desired filter and upload them to Twitter and Instagram with the #My108 attached. The campaign resulted in a whopping 2,272 social shares, reaching an estimated audience of 446,035 via social media channels!
In the magical world of Game of Thrones, one of the most exciting scenes is when young Arya Stark stumbles across a dragon skull in the dungeons of King’s Landing. Back in 2013, Blinkbox brought a little of that magic to Dorset's famous Jurassic coast by planting a huge dragon skull sculpture on a beach as a pretty startling advert for the show’s third season. With a promotional gag of such epic proportions, it’s probably safe to say that Blinkbox got more than just the local dog walkers and beachcombers talking.
Ginger beer is loaded with fifties nostalgia, and brings to mind the Famous Five picnicking in the countryside. In an effort to capitalise and enhance this inherent retro charm, Crabbies smartly co-opted another fifties icon – the Routemaster Bus.
The Crabbies Bus now travels ‘round the country, tempting the thirsty masses at large-scale events with free product samples. Punters can enjoy lashings of ginger beer in the antique vehicle, which has been refurbished into a mobile village pub.
Passers-by probably thought they’d stumbled into a dream when they came across this one: a poster that dispenses free beer! The advert feature a variation of the English lager's famous tagline, "Probably the best poster in the world," with a beer tap underneath. The public happily interacted with the poster by helping themselves to a frosty pint – of course, Carlsberg discreetly posted security to make sure things didn't get too out of hand.
This permanent installation makes hotel guests feel like the glitterati. The W Hotel, London reached out to the The Flash Pack to make the their lobby a little more interesting.
The experiential experts converted what had previously been an unused cupboard into a state-of-the-art photobooth, complete with professional grade lighting and innovative touch and motion sensor controls. In addition to leaving with free, high quality prints, guests can share their work via their favourite social media channels, right there from the booth!
The installation was a huge hit, producing 10,000 images in the first three months – 3,000 of which were shared on social media. This red carpet experience engaged both staff and guests on a fun, fashionable level.