They had a whole room adapted to simulate the scenario of the game, and attendees were characterized as the characters. There was a giant royal marker, jazzy electronic music and, best of all, we had to strive to maintain the typical uncomfortable talks of such meetings.
This event was none other tedious work, but it was a real experience. And in our line of work, that has a name: marketing experiences.
While many people still do not know this concept, it is extremely important; In fact, there is a three – day summit dedicated specifically to marketing experience, and 65% of brands that use it say they have a positive effect on sales.
But what exactly is marketing experiences? How it is used effectively? We selected seven of the best marketing campaigns of experiences that explain how it works and how those lessons can be applied to marketing professionals around the world.
451 According Marketing, an agency based in Boston, marketing experience is ” creating experiences and unique personal brand “. Instead of just sending a message to your audience (digitally or otherwise), you create an opportunity for them to interact with your brand in person.
You could associate the event marketing, which is logical, since experiences campaigns tend to focus on events. Although sometimes it has nothing to do with a specific event, as you will see in the examples that we have selected.
When focusing on other events, this type of marketing pays less attention to the type of event (such as a concert, a festival, a conference, etc.) and focuses more on interaction with a specific brand. If you already have an event in the process, check out this guide to add elements of experience.
These campaigns can take an integrated approach. The main objective is to experience a brand in a tangible way and off the Internet, but without forgetting its online impact. If you consider that 49% of participants create mobile videos events marks (39% share it on Twitter), you will understand it makes sense to incorporate a digital element. For example, a branded hashtag can help people to make reference to the experience.
One night, while watching Big Brother (yes, I admit), I began to count how many ads suggest that women should change something about themselves. Which it was the result? I lost count after two minutes.
Why it is so encouraging to see how Lean Cuisine, whose marketing used to focus solely on weight loss, focus shifts its message diets. And #WeighThis campaign is an excellent example of that change.
As part of the campaign, Lean Cuisine presented a gallery of “balance” in the Grand Central Station in New York and invited women to “weigh”. But here came the most interesting part: in fact, the scales were small blackboards in which women could write how they wanted to be weighed. Instead of measuring your weight in kilos (or any other measure regarding body image), women chose “regret” its achievements, like going back to college at age 55, caring for 200 homeless children every day or be single mother of four children.
The best of this experience is that none of the participants interacted with a product of Lean Cuisine. They not interrupted, not invited to try a product nor stopped to ask them questions. In fact, no one asked anything in particular. What was shown was enough to decide to stop, observe and interact with the content voluntarily.
Lean Cuisine discovered the message I wanted to convey: “We sell products that cater to a healthy lifestyle; that’s true. But you must not forget your achievements. That is much more important than the number that reflects the balance “. However, instead of saying so openly, they created an interactive experience to convey that message.
Still, the experience had a very clear brand identity to ensure that we all associate with Lean Cuisine. On the main wall, it appeared the Twitter user name of the company and a brand hashtag with big letters, which allowed those present to share the experience on social networks easily. The effect was entirely positive: in total, the #WeighThis campaign generated more than 204 million impressions .
Undoubtedly, corporate philanthropy is on a steady rise. Between 2012 and 2014, 56% of companies increased their charitable donations , and Google is no exception. However, when the search giant decided to grant $ 5.5 million to non-profit Bay Area, he did an unconventional interactive, allowing the public to decide what should be the final destination of the money.
Google allowed to vote online, but also wanted that users would get involved with the Bay Area in a more tangible way. So they installed large interactive posters (in places such as bus stops, trucks selling food and restaurants), the neighbors could use to vote for a cause.
In the following video, the narrator tells the experience reached “people who had the time to make a difference”. That’s very important in marketing experience: it allows people to interact with a brand when they have time. Maybe it’s why the 72% of consumers say they have a positive opinion about the brands that offer good experiences .
And that concept is perfectly suited to this experience, because it leverages the mentality “while you’re there.” In San Francisco, find people waiting for the bus or food trucks is a daily reality. Therefore, “as they are there,” Google took some very valuable opportunities for residents:
With the help of an integration of online voting (and branded hashtag: #GoogleImpactChallenge), the campaign got 400,000 votes for a period of approximately three and a half weeks.
When was the last time you used cash to pay for something?
Come on, think about it.
Hard to remember, right? We are almost dependent on the cards; worldwide, approximately 357 billion cashless transactions are conducted per year . Knowing this increasing card use increased, the German NGO Misereor charity decided to make good use of this negative habit of human beings with their poster donations.
They called “social gliding”. These posters were placed in airports and showing images of some Misereor tries to solve problems (eg, hunger was represented by a loaf of bread).
The screen contained a card reader and when someone slipped his (for a small fee of € 2), changing the image simulating the card cut a slice of bread.
But that is not all. Users received a thank Misereor on your bank statement, along with a link to make that one-time donation of € 2 in a monthly contribution.
Needless to say that to carry out this experience a great strategy coordination (with banks, airports and mobile payment platform) was necessary. For this reason, this could not be a one-time experience. People who interacted with the organization returned to hear about it when they received their bank statement.
One of my favorite types of marketing is “aspirational” or, as defined by Harvard Business Review , the type of marketing for brands that “are in the right upper quadrant”. Think luxury cars, haute couture clothes and private jets. All material goods that we aspire to have.
It is the latter, private aircraft, they could distinguish the experience of Guinness Class. For a few weeks, brand ambassadors dressed in uniforms flight attendants entered Guinness different bars in the UK, where surprised customers and offered them the chance to win a variety of prizes.
To participate, who were in the bar should order a pint of Guinness. Then, after stirring a mobile tablet, discovered what prize they had won. Gifts ranged from cases for passports keychains, but one player per night got the top prize: a free trip to Dublin (private plane, of course) with four friends.
What we liked about this experience was its ability to associate with something totally aspirational Guinness, like traveling in a private plane. According to Nick Britton, marketing manager of Guinness in Western Europe, this experience helped them to stand out as a brand that ” does not conform to the ordinary “.
That’s important (and difficult) for a brand that has almost 257 years to maintain its authenticity, but at the same time adapting to an audience and constantly changing environment. Although, in this case, Guinness did not have to change anything about their products. Instead, he created an experience that addressed consumer preferences, for example, the fact that 78% of millennials prefer to spend money on an experience or memorable event, instead of buying material goods .
Do you think that marketing experience is for B2C brands? Think it better. 67% of B2B marketers say that events are one of the most effective strategies used .
So it made sense that GE invite industry professionals to experience their Healthymagination initiative. The aim of the campaign was to promote solutions health care globally, especially in developing areas worldwide.
To help people to measure the impact of this initiative, GE worked with agencyEA to create “movie sets ” representing different healthcare environments where Healthymagination carried out its work: a rural clinic in Africa, an urban clinic and a emergency room. The idea was that doctors share their stories (live and in front of 700 attendees), in which described the role that technology had health care GE in each scenario.
When people measure the success of marketing experience, one of factors that analyze the impact is generated. That is entirely logical, since 71% of the participants share these experiences . For GE, the goal of Healthymagination was to get people talking about a very important issue, although somewhat uncomfortable: access to health in the world’s poorest areas.
When you offer a way in which participants can physically involved with the problem, you allow them to recognize an issue that is not always easy to analyze. And that can generate a great impact; In fact, this particular campaign won a prize Tower Association Business Marketing Association .
Do not worry, since that concept can also be applied to other discussion topics that are not so serious, although equally uncomfortable. Check out the success of Charmin .
Facebook (which also owns Instagram) always has perfectly understood all the information it has on how people use these platforms. So he created Facebook IQ Live experience .
In this experience, live scenes describing these data were adapted. Among these places, was “IQ Mart”: the scenario of a “retail market” representing the way of online customer conversion when using social networking sites to make purchasing decisions. In addition, there was also a typical cafeteria Instagram, full of opportunities to take photographs of classic millennials (with art included coffee with milk).
The campaign was not only memorable, but it proved to be extremely useful: 93% of participants (over 1,500 people) told that the experience had given them valuable information about using Facebook in business.
But what makes such information is so valuable? Momentum Worldwide, the agency responsible for Facebook IQ Live, explains it clearly : “When we understand what’s important to users, can be as important to them.” In other words, we can tailor our message to include all aspects that are important to our target audiences.
By creating this experience, Facebook could achieve that goal for its own brand. Thanks to this event, it also created a positive perception of the brand to a targeted audience (including, for example, people who were not sure how to use the platform for their companies).
To promote his new photography app, Google took to the streets of Austin, United States, with a truckload of cupcakes. The interesting thing is that customers should not pay money; Instead, the only means of payment accepted was taking a picture with this app.
Is there anything better than a free cupcake? Yes! A watch or a pair of free shoes.
That was also the response of Zappos. Therefore, the brand made a fun ambush food truck of Google with its own idea: “walker box” strategically located next to the truck Google, which, when received a cupcake, handed a box with some of these important products .
To get the gift box Zappos, people should deliver a cupcake. While only a brand resolved experience with a high sugar level, both brands achieved a major exhibition. Since 74% of consumers say that after a brand experience is more likely to buy the products advertised , Google and Zappos are positioned to win new customers at that hearing.
What we like about this example is that it shows the great value of co-branding experiences. Since Google and Zappos are engaged in two distinct business lines, they will not hurt, but, on the contrary, promoted business on the other (which is what happens when you choose the right professional to associate marketing).
Certainly take some calculated risks well worked very well for these brands. When it comes to creating an experience with your brand, do not be afraid to innovate (and courageous also to work with someone else).
Take some time to plan ways in which people can interact with your brand, even if you seem somewhat far-fetched. If your experience fits what you do and execute awareness, people will talk about it in the best way possible.
Do you know another exceptional marketing campaign experiences? Share it with us in comments.