When targeting consumers, especially young ones, we are faced with the daunting task of eliciting a positive emotional response toward our product. People have simply started to block out even newer forms of advertising like social media. This is where experiential marketing comes in.
It’s more than just a catchy slogan or funny commercial; it’s a positive memory that cements your brand or product into the minds of both existing and potential customers.
As the current intern at Wasabi 3D, I work in experiential marketing on a daily basis. We create 3D street art to promote clients like Google, Adidas, and the Philadelphia Phillies. Though we definitely do our job well, we’re not the only ones creating an interactive experience for our customers.
Back in 2007, 7-Eleven and 20th Century Fox teamed up to create an awesome experiential marketing campaign for The Simpsons Movie. They redecorated 12 stores to look just like the Kwik-E-Mart, the well-known convenience store from the show. Products often seen in The Simpsons were created especially for the stores and you could even find some of the beloved characters inside.
More recently in 2012, Coke Zero helped promote the James Bond film, Skyfall, by creating an experience that was mutually beneficial. Passengers in a train station were prompted to “unlock the 007” in them after purchasing a Coke Zero at a vending machine. They were offered the opportunity to win tickets to see Skyfall by traversing various obstacles to reach a certain platform in 70 seconds. The YouTube video the documents the endeavor has over 11,000,000 views.
Though these particular examples seem difficult for a small organization to pull off, the concept is universal. If you give people a great experience they’re sure to remember, they will have positive associations with your brand.
Written by Nicole Herviou (Wasabi 3D Intern)
November 13, 2014
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