Experiential marketing is a form of advertising that focuses primarily on helping consumers experience a brand.
Whilst traditional advertising (radio, print, television) verbally and visually communicates the brand and product benefits, experiential marketing tries to immerse the consumers within the product by engaging as many human senses as possible. In this way, experiential marketing forms a memorable and emotional connection between the consumer and the brand so that it may generate customer loyalty and influence purchase decision.
East London shoppers had the surprise of their lives when their local corner store in Dalston’s Kingsland High Street became a giant musical instrument for one day only.
Lurpak cooked up a storm with their recent experiential campaign that was based in Waterloo station, London and included a stand where three celebrity food ambassadors will be aiming to inspire visitors to start their food adventure. The event was fully immersive and interactive, designed to truly engage with consumers and help them establish a long-lasting relationship with the brand.
This augmented reality bus shelter by Pepsi Max created unbelievable scenarios to surprise London commuters at this bus shelter on New Oxford Street!
Last October Nutella launched a ‘win a day everyone will love’ on-pack promotion and to coincide with these they devised an experiential activity at Westfield shopping center in Shepherd’s Bush. Shoppers were given the chance to win their ultimate day out by drawing their ideal day onto a two meter high virtual slice of Nutella covered toast.
Tying in with their tagline, “Music. We know it comes from everywhere”, the Guitar Pee by Billboard Magazine Brasil, is a custom made guitar-shaped urinal that is specially rigged to allow men to make music with their stream! What’s more, your “session” is even uploaded as an “MPEE3″ to the mobile version of the Guitar Pee site.
Caribou Coffee launched its new hot breakfast sandwiches in a way that benefitted Minnesotans during wintertime by creating ovens out of transit shelters, including real heat, to showcase the hot and delectable new menu items. This multi-sensory bus shelter gives the effect of warmth and smell which was is effective in prompting desire to consume.
Kellogg Crunchy Nut
The enormous launch of Kelloggs Crunchy Nut in the U.S encouraged passers by to try some of the product with the excuse that ‘It’s morning somewhere’. At the top of each hour, the cuckoo clock crow and an actor emerged from inside to offer a comedic performance representative of a place in the world where it was morning. A great way of drawing in a crowd as well as setting a new world record for the worlds largest cuckoo clock in the process!
What starts off as a typic trip to the ladies room soon becomes a trip to a dreamy garden of eden, complete with a gang of attractive men strutting their stuff, to show just how sexy a clean, hygienic toilet can be!
Sprite asks “What could be more refreshing than a Sprite?” and their answer is Sprite Shower, a giant promotional beach shower designed to look like a giant Sprite soda dispenser!
To promote their ready made jacket potatoes, McCain brought the tasty oven baked smell of jacket potatoes to 10 bus stops around the country! Adding a whole new meaning to ‘try before you buy’!