In the competitive business world that we live in, the brands look for innovative ways to communicate more effectively with their audience and to increase the engagement of the existing customers and attract new ones. To stay on the top of their game, the main the marketing campaigns shouldn’t be focused just on grabbing the attention of the audience, but on keeping it for as long as possible.
The marketing teams look for creative ways to up their marketing campaigns and often turn to experiential marketing as it is one of the most effective ways to establish two-way communication with the audience and to create a unique branded experience.
“The best marketing doesn’t feel like marketing.” Tom Fishburne
Experiential marketing works as it gives the customers something they can talk about for days, months or even years. It is a great way to create positive brand associations as the customers will make a connection between the brand and the experience for a long time. They will have a great story to tell, which they would like to share with others in person and through their social media channels.
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“The chance to make a memory is the essence of brand marketing.” Steve Jobs
Experiential marketing allows the brands to tap into emotion and to send the right message to the target audience without sounding banal and boring, without to push their products and services directly, but to engage and in times even provoke.
Experiential marketing is very powerful and the following examples of successful campaigns are a great way to examine the practices that truly work. These three campaigns, different on the surface, have much more in common than it seems: they don’t position the products directly, they tap into emotion and create a lot of buzz resulting in vast media coverage and social media spread. Take a look and get inspired!
Lean Cuisine: #WeighThis
One of the most emotional experiential marketing campaigns is Lean Cuisine’s #WeighThis. The campaign featured a wall of scales in Grand Central Station in New York and directly engaged the people by asking them to share their own message with the world by writing it down on a black board in the shape of a scale. Without focusing on the product itself, the brand leaves positive thoughts and feelings in the participants by allowing them to recognize their personal value beyond the number on the scale.
Even though RedBull have always been associated with very bold, adventurous and risk-taking campaigns, back in 2012 they took the experiential marketing to a whole new level with their Stratos campaign. RedBull partnered with the professional skydiver Felix Baumgartner, who performed a stunt to drop from an altitude of 128,000 feet. The jump was successful and Felix broke the world record, turning the stunt to one of the most successful freefall jumps in history.
There was quite a buzz generated around this campaign, giving the brand of RedBull huge exposure without focusing solely on their product.
Volkswagen: Piano Staircase
Volkswagen literally incorporated fun experience in the lives of hundreds of people, associating the brand with positive feelings without positioning their product directly in the campaign. The team created “piano” stairs in a subway stop in Germany, right next to the escalator, allowing the people to play their unique melodies by stepping on the stairs. The campaign had the goal to motivate more people to get active by inspiring them to actually take the stairs instead of the escalator.
At first glance, it is difficult to understand why a car company would create such a campaign as it doesn’t directly promote any of their products. Actually, the idea behind is to generate more positive experience for the people and to help the brand to be associated with having fun. It is a great way to appeal to broader audience, especially to the younger generation.
Have you ever done an experiential marketing campaign? If yes, don’t hesitate to share it with us in the comment section? If now, hopefully now you are inspired enough to start working on one!