Events Marketing Games

11 Examples of Experiential Marketing Campaigns That’ll Give You Serious Event Envy

Click here to download our curated collection of interactive content examples.

Work occasions are actually hit and miss. Let’s be trustworthy: What number of occasions have you ever discovered your self anxiously twiddling with a paper serviette within the nook of a stuffy networking joyful hour?

This is the factor: It isn’t the occasion itself that forestalls you from coming again the next yr. It is the expertise you keep in mind having. On this weblog submit, we’ll take a look at some of the most effective experiences manufacturers have ever provided their clients.

I’ve an enormous drawback with generic commerce exhibits and business conferences. That is why I used to be not solely relieved, however stunned and delighted, once I attended a vacation celebration that featured a stay, interactive model of an arcade recreation.

A whole room had been curated to appear to be a online game setting, and other people have been dressed up as characters from it. There was an enormous, real-life scoreboard, boppy digital music, and greatest of all, there was no tedious small speak.

It wasn’t simply one other drained work occasion … it was an expertise. And in our line of work, that kind of factor has a reputation: experiential advertising.

Whereas a shocking quantity of individuals have not heard of the idea, it is variety of an enormous deal — there’s a whole three-day summit devoted to it, and 65% of manufacturers that use it say that it positively correlates with gross sales.

However what’s it, precisely? And the way has it been used successfully? We discovered 11 of the good experiential advertising campaigns that basically break down the way it works, and how one can apply these classes to develop your enterprise.

Experiential advertising may sound a bit like occasion advertising, which is sensible — experiential campaigns do are typically event-centric. However there are additionally occasions once they don’t have anything to do with a selected occasion, as you will see from the examples we picked.

When an engagement advertising marketing campaign is event-centric, it is devoted much less to the sort of occasion — like a live performance, pageant, convention, and so forth. — and extra to interactions between the model and the client. (If you have already got an occasion within the works, take a look at this information to including experiential parts to it.)

These campaigns can take an built-in strategy. The first function is to expertise a model in a tangible, offline approach, however you will nonetheless need an internet dialogue round it. When you think about that 49% of people create cellular video at branded occasions — 39% of which is shared on Twitter — it is sensible to include a digital factor. A branded hashtag, for instance, can get individuals speaking concerning the expertise.

11 of the Coolest Experiential Marketing Examples We have Ever Seen

1. Refinery29: 29Rooms

For about three years now, way of life model Refinery29 has hosted the 29Rooms occasion: What it calls “an interactive funhouse of style, culture, & technology.” Because the identify suggests, it consists of 29 individually branded and curated rooms — and attendees can expertise one thing totally different in every one. The rooms are designed and created with model companions, who vary from personalities like artists and musicians, to consumer-facing corporations like Dunkin’ Donuts, Dyson, and Cadillac.

Annually, 29Rooms has a special theme, with this yr’s being “Turn It Into Art.” Attendees, it appears, are inspired to enter every room and use the environment to create one thing — one room, for example, invitations individuals to placed on punching gloves and hit punching luggage that every produce a special sound when contacted to create a symphony of types. A very hands-on expertise, certainly.

Takeaways for Entrepreneurs

  • Go nuts, however hold it on-brand. An expertise ought to be memorable, however related to the individuals attending.
  • Companion with creators like artists and musicians to create experiences, particularly if they’re recognizable inside the area the place you are making an attempt to construct or increase an viewers.

2. Purple Bull: Stratos

In case you have been on-line October 14, 2012, you in all probability got here throughout a reside stream of the “Stratos” leap.

Purple Bull has been on the forefront of excessive sports activities protection for nearly so long as the model has existed. However in 2012, the corporate introduced its content material advertising to new heights — a world-record peak, truly.

Affectionately named Stratos, Purple Bull’s superterrestrial advertising marketing campaign featured Felix Baumgartner, a skydiver from Austria who partnered with Purple Bull to set the world document for highest skydive.

That report: 128,000 ft, about 24 miles above Earth’s floor. Gulp.

To tug off this superb stunt, Pink Bull housed Felix in a small communication capsule and despatched him as much as the stratosphere utilizing a big helium-filled balloon. And what’s really exceptional is that his ascent and preparation to leap, alone, allowed him to interrupt one other document earlier than touchdown safely again on Earth (spoiler alert): Pink Bull streamed the whole occasion on-line, and noticed the very best viewing visitors of any stay stream ever broadcast on YouTube — at simply over eight million viewers.

Need to see that have once more? Take a look at Pink Bull’s recap video under. I will not lie, I indulged in a rewatching as I wrote this text.

Takeaways for Entrepreneurs

  • Do not underestimate the facility of suspense when internet hosting an occasion your viewers can personal a bit of themselves. With the ability to witness one thing new, and perhaps somewhat scary, is such a private expertise. And the higher the end result, the longer your viewers will keep in mind and reminisce over it.
  • Oh, and in the event you can put your model within the document books when you’re at it, that is fairly cool too.

three. Lean Delicacies: #WeighThis

It is disconcerting what number of commercials right now inform ladies to vary one thing about themselves. Sitting on the sofa and watching TV for simply two minutes, I had already misplaced rely of the quantity of occasions that message got here up.

That is why it is so refreshing to see manufacturers like Lean Delicacies, whose advertising used to middle solely on weight reduction, stray from diet-centric messaging. And its #WeighThis marketing campaign is a superb instance of simply that.

As half of the marketing campaign, Lean Delicacies curated a gallery of “scales” in New York’s Grand Central Station, and invited ladies to “weigh in.” However this is the catch: The scales have been truly small boards the place ladies might write down how they actually needed to be weighed. And relatively than specializing in their weight in kilos — or something pertaining to physique picture — the ladies opted to be measured by issues like being again in school at 55, caring for 200 homeless youngsters every day, or being the only supplier to 4 sons.

What’s notably cool about this expertise is that none of the members truly work together with a Lean Delicacies product. Nobody was interrupted, requested to pattern one thing, or stopped to reply questions. In reality, nobody was actually requested to do something — the show itself was sufficient to make individuals cease, observe, after which voluntarily work together.

Lean Delicacies found out what message it needed to ship: “Sure, we make stuff that fits into a healthy lifestyle. But don’t forget about your accomplishments. That matters more than the number on the scale.” However as an alternative of blatantly promoting that, it created an interactive expertise across the message.

Nonetheless, the expertise was clearly branded, to ensure individuals related it with Lean Delicacies. The corporate’s Twitter deal with and a branded hashtag have been featured on the show in giant textual content, which made it straightforward for individuals to share the expertise on social media. And that undoubtedly paid off — your complete #WeighThis marketing campaign led to over 204 million complete impressions.

Takeaways for Entrepreneurs

  • Do not interrupt — particularly in case you’re making an attempt to seize somebody’s consideration in New York Metropolis, like Lean Delicacies was. For those who create an expertise that gives worth to the individuals who cross by it, they’re extra more likely to take part.
  • Work out the message you actually need to your model to ship — which will or is probably not immediately tied to an precise product, and it is perhaps one thing that your model hasn’t stated earlier than. Then, construct an expertise round it.

four. Volkwagon: Piano Staircase

Smile, you are on piano digital camera!

In 2009, Volkswagen caught individuals at their most musical by turning a subway staircase in Stockholm, Sweden into an enormous piano when no one was wanting. The subsequent day, every step produced the sound of a special piano key as individuals climbed up and down the steps. The marketing campaign was an element of “The Fun Theory,” which suggests individuals are extra more likely to do one thing if it seems enjoyable (I occur to agree).

For Volkswagen, nevertheless, the message of enjoyable goes a bit additional than simply catching individuals discovering a musical staircase on their approach to work.

Because the automotive business began to take huge leaps into environmentally pleasant merchandise, Volkswagen needed to assist make individuals’s private habits more healthy to go together with it. In line with Volkswagen — and its associate, DDB Stockholm, an advert company — “fun is the easiest way to change people’s behavior for the better.”

Based on the video under, 66% extra individuals selected the steps over the escalator at that exact subway terminal, consequently of Volkswagen’s piano staircase.

Takeaways for Entrepreneurs

  • With each advertising marketing campaign you launch, discover the “fun” issue. It is easy to get caught up in how a lot your model helps remedy your buyer’s drawback. However what about them, as individuals, would additionally deliver them enjoyment?
  • As soon as you discover your marketing campaign’s “fun” issue, discover the “good” issue. Internet hosting an expertise is your probability to make an influence in your group, not simply the customers of your product.

5. Google: “Building a Better Bay Area”

Company philanthropy is certainly on the rise. Between 2012-2014, 56% of corporations elevated charitable giving, and Google is not any exception. However when the search engine big gave away $5.5 million to Bay Space nonprofits, it let the general public determine the place that cash would go — in an unconventional, interactive means.

Google allowed individuals to forged their votes on-line, however additionally they needed to contain the Bay Space group in a tangible approach. In order that they put in giant, interactive posters — in locations like bus shelters, meals vans, and eating places — that locals might use to vote for a trigger.

Women touching an interactive poster by Google, as part of the company's experiential marketing campaign, Building a Better Bay Area

Supply: Google

Within the video under, the narrator notes that this expertise reaches “people when they had the time to make a difference.” That is an enormous factor about experiential advertising: It permits individuals to work together with a model once they have the time. Perhaps that is why 72% % of shoppers say they positively view manufacturers that present nice experiences.

And that idea works on this expertise as a result of it takes benefit of a “you’re-already-there” mentality. In San Francisco, discovering individuals ready for the bus or going to meals vans is just about a given. So whereas they have been “already there,” Google arrange a couple of alternatives:

  1. To study and vote for native nonprofits
  2. To work together with the model in a approach that does not require utilizing its merchandise
  3. To not directly study Google’s group outreach

With the assistance of the web voting integration — and a branded hashtag: #GoogleImpactChallenge — the marketing campaign ended up producing 400,000 votes over the course of about three and a half weeks.

Takeaways for Entrepreneurs

  • Create a branded hashtag that individuals can use to share the expertise on social media. Then, ensure you’ve built-in a web-based factor that permits individuals to take part once they study it this manner.
  • Maintain it native! It is all the time good when a big company provides some like to its group — in truth, 72% of people say they might inform family and friends a few enterprise’s efforts like these.
  • Keep in mind the “you’re already there” strategy. Discover out the place your viewers is already hanging out and have interaction them there, as an alternative of making an attempt to get them to take motion the place they do not often spend their time.

6. Misereor: Charity Donation Billboard

When was the final time you used money to pay for one thing?

Robust to recollect, proper? We’re sort of a species of “mindless swipers” — globally, an estimated 357 billion non-cash transactions are made annually. And understanding how typically we whip out our playing cards, German aid NGO Misereor determined to place our dangerous behavior to good use with its charitable giving billboard.

It was what they referred to as SocialSwipe. Arrange in airports, these digital posters would show photographs of some issues that Misereor works to resolve — starvation was depicted with a loaf of bread, for instance.

However the display was outfitted with a card reader, and when somebody went to swipe a card — for a small payment of 2€ — the picture moved to make it seem like the cardboard was slicing a slice of bread.

Even cooler? On the consumer’s financial institution assertion, there can be a thank-you word from Misereor, with a hyperlink to show their one-time 2€ donation right into a month-to-month one.

For sure, this expertise required quite a bit of coordination — with banks, airports, and a cellular cost platform. As a result of of that, the expertise could not simply be a one-time prevalence. The individuals who interacted with it have been later reminded of it throughout a reasonably widespread prevalence: receiving a financial institution assertion.

Takeaways for Entrepreneurs

  • Visually symbolize the impression of collaborating within the expertise. Individuals interacting with this show have been proven precisely the place their cash was going — like slicing bread for a hungry household. (Infographics work properly right here, too — take a look at our templates.)
  • Companion with one other model to create a fair higher expertise. On this occasion, Misereor labored with Stripe.com for the cost know-how, and with monetary establishments to get a branded message on customers’ financial institution statements. (And keep tuned — we’ll speak extra concerning the worth of co-branding right here later.)
  • Do not be afraid to nurture your leads. Even for those who do not use one thing like a branded hashtag to combine the expertise with an internet component, discover a method to remind somebody that they participated.

7. Guinness: Guinness Class

One of my favourite varieties of advertising is the “aspirational” type — or because the Harvard Enterprise Evaluation defines it, advertising for manufacturers that “fall into the upper-right quadrant.” Assume: luxurious automobiles, high fashion, and personal jets. Issues we aspire to personal.

It is that final one — personal jets — that set aside the Guinness Class expertise. For a number of weeks, ambassadors wearing Guinness-branded flight attendant uniforms entered bars throughout the U.Okay., the place they stunned unsuspecting clients with an opportunity to win all types of prizes.

In an effort to take part, bar-goers needed to order a pint of Guinness. After doing that, they might shake a prize-generating cellular pill that displayed what they gained. They might win every little thing from passport instances to keychains, however one participant per night time would get the last word prize: A free journey to Dublin — by way of personal jet, of course — with 4 mates.

What we like about this expertise was its capability to affiliate Guinness with one thing aspirational, like touring by personal jet. And in accordance with Nick Britton, advertising supervisor for Guinness Western Europe, that held the model up as one that does not “settle for the ordinary.”

That is essential — and could be tough — for a model that is almost 257 years previous: to take care of its authenticity, whereas additionally adapting to a altering panorama and viewers. However Guinness did not have to vary something about its precise merchandise on this case. As an alternative, it created an expertise that addressed altering shopper preferences — for instance, the truth that 78% of millennials would fairly spend cash on a memorable expertise or occasion than purchase fascinating issues.

Takeaways for Entrepreneurs

  • Take into consideration the issues your audience may aspire to, and that you simply’d wish to affiliate together with your model. Then, construct an expertise round that.
  • When you do require a product buy so as to take part within the expertise, make it handy. On this case, individuals had to purchase a pint of Guinness to win a prize, however they have been already in a bar that served it.

eight. GE: Healthymagination

Assume experiential advertising is only for B2C manufacturers? Assume once more — 67% of B2B entrepreneurs say that occasions make for one of the simplest methods they use.

That is why it made sense for GE to ask business professionals to expertise its Healthymagination initiative. The purpose of the marketing campaign was to advertise international healthcare options, particularly in creating elements of the world.

GEHealthymagination

Supply: agencyEA

To assist individuals see the influence of this initiative, GE labored with agencyEA to create “movie sets” that represented totally different healthcare environments the place Healthymagination work occurred: a rural African clinic, an city clinic, and an emergency room. The thought was that docs would share their tales — stay, in entrance of 700 attendees — that illustrated how GE’s healthcare know-how performed a serious position in every setting.

When individuals measure the success of experiential advertising, one factor they measure is how a lot of a dialogue it prompted. And that is sensible — 71% of individuals share these experiences. In GE’s case, the purpose ofHealthymagination was to get individuals speaking a few fairly essential, however uncomfortable problem: Entry to healthcare in impoverished elements of the world.

However whenever you create a method for individuals to develop into bodily immersed within the problem, it additionally permits them to acknowledge a subject that is not all the time straightforward to speak about. And that may have fairly an influence — this specific marketing campaign, actually, gained a Enterprise Marketing Affiliation Tower Award.

However worry not: That idea additionally works for not-so-serious, however equally uncomfortable dialogue subjects. Simply take a look at how properly it labored for Charmin.

Takeaways for Entrepreneurs

  • Experiential advertising does work for B2B manufacturers. Take into consideration who you are promoting to, and create an engagement that might not solely appeal to that viewers, but in addition current a chance for them to expertise your services or products first-hand.
  • Get uncomfortable. If your enterprise facilities round one thing that is troublesome or “taboo” to speak about, creating an expertise round it could possibly immediate a dialog. However be sure to hold it respectful — do not make individuals so uncomfortable that they don’t have anything good to say about your model.

9. Fb: Fb IQ Stay

Fb — who additionally owns Instagram — has all the time understood how a lot knowledge it has on how individuals use these platforms. For that purpose, it created the Fb IQ Stay expertise.

For this expertise, that knowledge was used to curate reside scenes that depicted the info. Amongst them was the IQ Mart: A “retail” setting that represented the web shopper’s conversion path when utilizing social media for purchasing selections. There was additionally a quintessential Instagram cafe, chock full of millennial-esque photograph alternatives and other people snapping them — latte artwork and all.

The marketing campaign wasn’t simply memorable. It additionally proved to be actually useful — 93% of attendees (and there have been over 1500 of them) stated that the expertise offered them with priceless insights on the right way to use Fb for enterprise.

However what makes these insights so worthwhile? Momentum Worldwide, the company behind Fb IQ Reside, places it completely: “When we understand what matters to people … we can be what matters to them.” In different phrases, we will form our messaging across the issues which might be essential to our goal audiences.

And by creating this expertise, Fb was capable of accomplish that for its personal model. In creating this expertise, it additionally created a constructive model notion for a number of audiences — together with, for instance, the individuals who may need been not sure of the best way to use the platform for enterprise.

Takeaways for Entrepreneurs

10. Zappos: “Google Cupcake Ambush”

To assist promote its new photograph app, Google took to the streets of Austin, Texas, with a cupcake truck in tow. However individuals did not pay for the cupcakes with dollars — as an alternative, the one accepted foreign money was a photograph taken with stated app.

And actually, what’s higher than a free-ish cupcake? We’ll inform you what: A free-ish watch or pair of footwear.

That was the reply from Zappos, anyway. That is why the model playfully “ambushed” Google’s meals truck expertise with one of its personal: A box-on-feet — strategically positioned proper subsequent to Google’s setup, of course — that, when fed a cupcake, would dispense a container with one of the aforementioned goodies.

So as to reap the rewards of the Zappos field, individuals needed to have a cupcake. So whereas just one model got here away from the expertise with an epic sugar excessive, each acquired lots of publicity. And since 74% of shoppers say a branded expertise makes them extra possible to purchase the merchandise being promoted, Google and Zappos each stood to realize new clients from this crowd.

However what we actually like about this instance is how a lot it exhibits the worth of experiential co-branding. As a result of Google and Zappos pursue two totally different strains of enterprise, they weren’t sabotaging one another, however relatively they have been selling one another (which is what occurs once you decide the suitable co-marketer).

Takeaways for Entrepreneurs

  • Use experiential advertising as a co-branding alternative.
    • Decide a associate with an viewers that might be fascinated about your model, however may in any other case be troublesome to succeed in.
    • Be sure your associate would profit out of your viewers, too — you need the expertise to be a win-win-win: for you, your co-brand, and the buyer.
  • Whenever you do decide a advertising companion, construct an expertise that requires an “exchange” of every model’s services or products. That method, the viewers is extra more likely to work together with each of you.

11. Docker: Docker Sprint

Docker is a software program platform that permits builders to make and run apps on totally different working methods — a know-how generally known as “containerization.” By some requirements, it isn’t the sexiest product you should purchase. By an enterprise’s requirements, it isn’t even the simplest product to know. Enter: Docker Sprint.

In partnership with Jack Morton, Docker used its developer convention, DockerCon 2017, to nurture its core enterprise market with a singular product demo referred to as Docker Sprint. What made it so distinctive? It wasn’t a demo — it was a recreation. And convention visitors weren’t visitors — they have been gamers.

Docker Sprint was a stay video game-style simulation of Docker’s software platform, and it recruited 5,000 of its enterprise attendees to create an app collectively by fixing a collection of enjoyable challenges inside the sport. Every problem introduced in Docker Sprint allowed the “players” to interact a function of Docker’s product and finally full their app. It was a enjoyable, collaborative approach to present enterprise software program builders why Docker is invested within the containerization market and the worth these individuals can get from Docker’s product.

Docker Sprint obtained the eye of greater than three.6 million individuals — those that watched and posted concerning the occasion from social media, along with those that attended DockerCon in individual.

Takeaways for Entrepreneurs

  • Convention hosts thrive on attendees who community with each other. By creating alternatives on your attendees to collaborate and play collectively, you permit them to share their concepts — making for extra educated clients consequently.
  • “Gamify” your model. Give individuals the power to play and compete for one thing, and you will instill in them a way of accomplishment that makes them extra captivated with your business.

Clearly, taking some very calculated dangers labored out fairly nicely for these corporations. So in terms of creating an expertise together with your model, do not be afraid to assume outdoors of the field — and do not be afraid to work collectively on it with another person.

Make investments a while into occupied with the methods individuals might work together with you, even when it appears just a little nutty. If it is aligned with what you do and executed thoughtfully, individuals might be speaking — in one of the simplest ways attainable.

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