Experiential marketing is basically a marketing strategy which focuses on helping consumers experience a brand. It is a great way to connect with your consumers in a memorable and unique way. It drives authentic connections with your consumers and lets them totally immerse themselves in your brand. If you wish to know more about experiential marketing you can check our article on it. This post will discuss 5 very successful experiential marketing campaigns that some brands ran, we will discuss them and the lessons that can be learnt from them.
Volkwagon: Piano Staircase
Volkwagon’s piano Staircase is a great example of a successful experiential marketing campaign. In 2009, VW decided to take big steps (pun intended) into more environmentally friendly products and wanted to help people make healthier choices. VW and DDB Stockholm (the creative agency in charge of the campaign) believed that the easiest way to change people’s behaviour is by making the activity fun. They decided to turn a staircase in Stockholm into a piano. Each Step produced a sound of a different piano key when it was stepped on. According to VW 66%, more people chose the stairs over the escalator in that particular subway terminal. Even though the experiential marketing campaign couldn’t directly be linked to the company’s products or service, it was still a huge success and had people talking about the brand.
- When thinking about a marketing campaign always remember to add a fun factor
- Your marketing strategy doesn’t always have to be linked to your product or service. It always good for your bran to be associated with a positive experience.
JetBlue: The Ultimate Icebreaker
Jet Blue wanted to promote its direct flights from New York and Palm Springs and they devised a brilliant way to do so. In the dead of the winter when they knew people yearned for a warmer and sunnier destination. They decided to place summer accessories inside a six-foot ice block. Jet Blue encouraged people to chip the ice and claim anything they wanted. They were asked to use whatever the had on their person to chip away. Some of the
- Everyone loves free things. You can incorporate a giveaway in your next experiential marketing campaign
- People love a challenge,
gamifyingthe experience is a great way to capture your consumer’s attention.
- You should also use social media to help create awareness about the campaign.
HBO Escape Rooms at SXSW
A lot of people love escape rooms, it is a very popular game. The game is becoming more and more popular and HBO decided to take advantage of this trend. They created an HBO Escape Room at SXSW 2017. They combined 3 separate rooms into a huge mystery. HBO used 3 of their very popular shows to create these escape rooms. The shows were Veep, Silicon Valley, and Game of Thrones. This experiential marketing was very successful and a lot of fans showed up to participate.
- You can incorporate popular trends into your marketing campaigns.
- When creating a campaign, use products or service that’s already a big hit with your audience.
Red Bull: “Stratos”
In this very successful experiential marketing campaign, Red Bull leveraged on its brand identity to create an epic campaign. Red Bull is associated with risk-taking and the fully owned this image with this stunt. They decided to set the world record for the highest parachute jump. They enlisted the help of professional skydiver Felix Baumgartner. He broke the record and dropped from an altitude of 128,000 feet. The video of Felix got over 3 million views and is considered one of the greatest stunts in free-fall history.
- You can build a totally amazing experience from brand identity alone. Think of creative ways to fortify your brand identity in the mind of your consumers.
- Go big or go home.
Lean Cuisine: #WeighThis
Lean Cuisine ran one of the most heartwarming experiential marketing campaigns ever. The brands messaging focuses on weight loss and though their messaging on health is important. They realised that consumers might feel overwhelmed by messaging that only focuses on a person’s outward appearance. They then set up an event at Grand Central Station and used the tagline “If you’re going to weigh something, weigh what matters.” The brand asked people how they wanted to be weighed and they had a professional sign painter write it down. The campaign went viral and was a huge success.
- Create a campaign that allows you to listen to your customer and makes them the focus.