Experiential marketing is 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. On this post on experiential marketing, we would be sharing another 5 examples of successful marketing campaigns. We would discuss these examples of successful experiential marketing campaigns and the lessons that can be learnt from them. In the past we shared a list with the same theme, to read the article, please click here.
Zappos: Google Cupcake Ambush
Zappos Google cupcake ambush is a great example of a successful marketing campaign. Google was given out free cupcake’s in exchange for pictures taken from their photo app. The campaign was proving to be a really successful marketing campaign. Zappos then thought of a very brilliant way to capitalize on Google campaign. They also decided to give out free stuff like watches, gloves and shoes in exchange for cupcakes. Zappos set up their stand right next to Google’s stand. The experiential campaign was very successful with many people showing up at the two stands.
- Experiential marketing is a great co-branding opportunity.
- When partnering with another brand, ensure your partner can also benefit from the audience
- There’s nothing wrong with capitalizing on another company’s campaign as long as it is done tastefully and the company still gets to benefit from the audience
Google Impact Challenge: Bay Area
Google wanted to award money to non-profits who were dedicated to building a better community for the San Francisco Bay area. To help them determine which non-profits to give the money to, the brand decided to let the Bay area citizens have a say on which organization should be placed at the forefront of this campaign. Google set up interactive posters all over San Francisco. These posters served as public voting booths. Each poster displayed all 10 non-profits and the main cause each was trying to address. The citizens simply had to press the one they thought was most important to cast their vote. At the end of this very successful experiential marketing campaign, they awarded the top 6 non-profits $500,000 and the last four $250,000 each. The campaign was a huge hit and is a great example of successful experiential marketing campaigns.
- Try to get the opinions of your target audience. It is a great way to encourage engagement.
- Go to where your target audience is already hanging and engage them rather than trying to get them to come to you.
Xbox: Survival Billboard
Xbox in an effort to promote the exclusive Xbox game ‘Rise of the Tomb Raider’, they challenged eight members of the public to an endurance test. The test was called ‘Survival Billboard,’ it saw the group try to withstand some of the world’s most extreme weather conditions. They were to withstand the extreme conditions for 24 hours and the winner would receive a holiday, inspired by the game.
- Know your target audience and the type of activities that would keep them engaged.
- People love to compete, so you can incorporate competitive activities in your experiential campaign.
Netflix: Luke’s Diners
To promote the release of Gilmore Girl’s four-part reunion season and the shows 16th anniversary, the brand launched a nationwide experiential campaign. They converted 200 US coffee shops into Luke’s Diners. They engaged only independent coffee shops and turned their shops into Luke’s Diners. The campaign was a huge hit especially with fans of the show. This campaign is an amazing example of a successful experiential marketing campaign. With the campaign, the brand was able to generate a lot of personalized content on social media and brand awareness.
- Nostalgia is an excellent recipe for a successful experiential campaign
Coca-Cola: Small World Machines
Coca-Cola created “small world machines” in both India and Pakistan. They wanted to repair the fractured relationship between the two countries through virtual interactions. Coca Cola set up high-tech vending machines inside bustling shopping malls where shoppers could pass by and partake in the experience. The small world machines had built-in cameras that allowed for face-to-face live interactions. The objective would be to work together with the person on the screen to achieve cooperative tasks such as mirroring each other’s movements and tracing images on the screen. It was extremely successful and received many positive reactions from the press.
- Don’t be afraid to tackle big social issues
- Your campaigns can focus on promoting your brand values rather than a product or service.