3 Inspiring Examples of Experiential Marketing

Experiential marketing is the most captivating way for brands to engage with consumers. Look to these three inspiring examples when designing your out-of-home ad campaign.

When it comes to out-of-home advertising, companies are consistently looking for new ways to invent the wheel. That is why agencies are turning to experiential marketing to make sure their brands stand out.

Putting out messages and hoping audiences are receptive is no longer the best way to get consumers to pay attention. The increase of technology readily available at a person’s fingertips has given them the ability to turn off an ad within seconds. For this reason, advertisements must be creative, captivating and engaging.

Brands are looking to experiential marketing to get people involved and interested with their products and services.  Here are some innovative campaigns you can look to for inspiration when creating these types of ads.

1. Using Mobile Assets for Experiential Marketing

Using mobile marketing to advertise is a way to continuously reach new audiences. Having an ad on wheels allows you to reach people without the cost of establishing fixed advertisements in multiple locations.

With this is mind, music festivals are a great way that companies are reaching target audiences based on the key demographics that are on point with their brands.

For example, one company who has done an excellent job of this type of marketing is Veuve Clicquot champagne for its interactive mobile lounge and bar. The ad was focused on creating a space aimed at selling the lifestyle centered around the brand, as well as selling the product. Consumers were served champagne at the pop-up bar and invited to relax and mingle on couches under umbrellas. This created a posh space for clients to take a rest from the festival’s heat and sip refreshing bubbly.

2. Creating Social Media Worthy Ads

Social media is also an effective way to reach audiences through the web. Creating photo-worthy advertisements promotes engagement without an in-your-face approach. The collaborative ad created by Delta Airlines and Tinder is a great example of what this type of marketing looks like.

The companies collaborated on a hand-painted mural with a catchy slogan and a photo backdrop to encourage interaction. The ad created by the two companies stated, “World travelers are more likely to be swiped right.” This was posted on a wall-scape that encouraged consumers to take photos in front of world-known travel destinations to use as their Tinder profile photos..

3. Using Interactive Ads to Increase Engagement

Brands can also engage with their audiences through giving consumers one-on-one experiences. SNCF, France’s national state-owned railway, did an impressive job at this. The rail company encouraged travel by placing stand-alone doors in multiple locations across Europe that functioned as portals to different cities.

Once the doors were opened, interactive ads began that gave consumers experiences that felt personal. The mix of digital marketing consisted of real-time mimes that would mimic the actions of viewers and videos of flash mob dancers in town squares. The campaign was engaging, creative and captivating.

 

How Great Brands Use Experiential Marketing: Volkswagen, Coca-Cola and Cupcake Vineyards Create Innovative Ads

Companies are constantly looking for innovative ways to market their brand or product. Experiential marketing is a creative way to involve the very consumers who purchase their products into their ad campaign. Follow the tips in this article to reflect on some of the most memorable campaigns when designing your experiential marketing ad.

Experiential Marketing with Best Damn Ale
Experiential Marketing with Best Damn Ale. | Credit: Brooklyn Outdoor by Candice Simons

Advertising is all about finding the best way to make your company’s product or brand stand out from competitors. For this reason, many companies are using experiential marketing as an innovative way to capture the attention of their target audiences. Experiential marketing involves interaction or participation from potential consumers. Whether it’s an event, interactive activity, or etc., experiential marketing campaigns are some of the most entertaining and memorable campaigns out there.

Here are three ways you can use experiential marketing for your brand:

Experiential Marketing That Appeals to the Senses

The trick to a memorable experiential marketing campaign is to immerse your audience and give them an experience they won’t forget.  Let your consumers participate in your campaign by allowing them to see, touch, smell or interact with your brand in any other way.

For example, at this year’s Lollapalooza, Cupcake Vineyards had a “Poptail Shop,” which allowed anyone who had a 21+ wristband a free “adult” popsicle. The marketing brought in festival goers with bright colors, bubbles, giant Jenga and Tic-Tac-Toe, and photo-ops.

On a 100-degree day, the wine flavored popsicles were perfectly paired with a specific type of Cupcake wine, which was available for purchase in a tent next door. This campaign appealed to the senses by giving festival-goers fun things to see, touch, and taste, and provided different levels of participation.

Bring the Everyday to Life

Volkswagen created another clever experiential marketing campaign. In order to add a little fun to everyone’s morning commute, Volkswagen created “Piano Stairs” in a Stockholm Subway Station, where a note would play each time someone stepped on an individual stair. Subway riders were able to play their own songs just by walking.

Although the campaign did not directly advertise Volkswagen Cars, participants were able to associate the brand with having a little unexpected fun. This is an effective campaign because it allows for audience participation while being creative and innovative thinking.

Make a Difference With Experiential Marketing

Corporate social responsibility is important for all companies, and letting the public participate in a company’s philanthropic efforts can make for a good marketing campaign.

In 2013, Coca-Cola designed an ad campaign to make a social impact by creating interactions and connections between everyday people from two countries with a known rocky relationship: India and Pakistan. This experiential marketing consisted of setting up high-tech, “Small World” vending machines in busy areas of Lahore, Pakistan and New Delhi, India.

The vending machines had built-in cameras that connected the participants from different countries, making them work together with the person on the screen. Participants had to mirror each other’s movements and do other teamwork tasks to get their soda.

This was an innovated way to inspire participants to set aside their differences for a couple of moments, showing that there was hope for peace between the two countries.The campaign provided positive publicity for the Coca-Cola company and displayed its desire to create change. This campaign is an example of involving everyday people to increase brand awareness through personal interaction.

Impact Consumers With Experiential Marketing

If you are in the business world, you know having an effective marketing strategy is essential. Whether you are just building your company and looking for ways to advertise effectively, or whether you are trying to breathe new life into your company with an innovative marketing campaign, why not look into experiential marketing?

If you are in the business world, you know having an effective marketing strategy is essential. Whether you are just building your company and looking for ways to advertise effectively, or whether you are trying to breathe new life into your company with an innovative marketing campaign, why not look into experiential marketing?

What Is Experiential Marketing?

Experiential marketing is often centered around a specific event to promote your product and create a lasting impression on potential customers. There are many ways you can implement this technique effectively, in your brand’s marketing strategy.

Examples of Experiential Marketing Campaigns

Go Big or Go Home:

Some companies host major events to advertise their products and services. For instance, the lifestyle brand Refinery29 holds an event that features a funhouse of 29 rooms representing culture, style, and technology. Each room contains something different, whether it be a musician, artist or display, and each event has its own theme.

Although major events like this can be effective, it is important to remember to always incorporate your brand theme into everything that is being presented. Also, be sure to cater to your audience. Getting big-name acts to play at your event can also be a sure way to get a lot of publicity.

Create Something Attention Getting in Everyday Life:

Another clever experiential marketing campaign was created by Lean Cuisine. They put up a row of scales in New York’s Grand Central Station. Women were to weigh in, but, the catch was the scales were actually writing boards where they could weigh in, not in pounds, but in what they were looking to accomplish or had already accomplished in life.

Here, the product sent the message that there were so many things that women should be measured by rather than their weight. It showed that the brand wanted to send a message of positivity. And, while campaign did not blatantly advertise the product, it was clearly branded on the display, giving consumers enough of an opportunity to make a connection.

The Philanthropist Approach:

Charitable giving is on the rise and can be effective in showing companies that give in a positive light. When Google was at a loss as to the best charities to donate to, they let the public decide. They did this by creating interactive posters that were displayed in bus shelters, food trucks, and restaurants, giving consumers the relevant information.

The beauty of this campaign is that Google gave its customers an opportunity to participate when it was convenient for them. For instance, if someone is waiting to catch a bus, or for food to be served, that is a great time for them to whip out their phones and take a chance to vote. This is a smart approach as opposed to offering an experience that causes disruption to consumers.

An Event With a Cause:

Events are very effective in marketing, and while some are more recreational, others are informative. One example of this is GE’s Healthymagination event where industry professionals learned about how GE’s healthcare technology was helpful in different types of medical situations around the world. This was done through the creation of movie sets where guests could view instances where Healthymagination was effective.

What was nice about this event was that, by creating an interactive experience, the brand facilitated a medium where people could discuss an uncomfortable issue (i.e. the need for health care in impoverished countries).

Create a Cross-Channel Marketing Strategy

So, are you sold on the idea of experiential marketing for your company? If so, here are a few things to remember. Be sure to provide physical documentation of your events like photos and videos so you can share them on social media. This way people can get a taste of the experience you are offering, even if they weren’t able to attend the event.  It’s also good to create a branded hashtag to get people talking about the experience.

Experiential marketing can be a very powerful tool when it comes to the success of your company. However, it takes advanced, out-of-the-box thinking to come up with something effective that will not be disruptive to consumers.