Experiential Marketing: Trend or Fad?
If you haven’t heard of experiential marketing, you are missing out. This marketing strategy is a way for companies to engage with their consumers. Need an example?
Coca-Cola has issued a “Happiness Machine” in numerous accounts. The first time it was issued it was placed on a college campus where it gave out free drinks and toys to the students. In 2012, they placed one of these machines in a busy shopping mall on Valentine’s Day. In order to receive a drink, people had to prove that they loved each other either by a kiss, a hug, or some sort of loving action. The machine would detect the intimacy by motion detection and offer the free drinks. A video camera recorded some of these interactions, which went viral once Coca-Cola published it.
Talk about opening happiness. As you can tell, it has been extremely successful so it’s no surprise that their subsidiary, Sprite, has done its own successful campaign.
When summer hit in 2012, Sprite kept in mind what beach-goers always think about when they hit the beach – fresh water and fresh drinks. Therefore, for an outdoor campaign, Sprite decided to create a “Sprite Shower.” Sounds weird, right? Nevertheless, it was a huge hit when the shower was placed on a hot summer’s day in Brazil. The shower made a statement – shining its green and lemon-yellow colors for the whole beach to spot. The downside? The shower poured out water, not sprite. No worries, it avoided a sticky situation! The shower replicated a Sprite soda machine. How much you wanted to bet that the people craved some Sprite right after their shower? Both are refreshing!
Want one more?
Google set up an impact challenge in the Bay Area. It was to raise funds for nonprofits in San Fransico to improve the community. What’s the best way to improve the community? Get the people involved and hear their voices. Google decided to set up interactive electronic voting polls in areas such as bus stops, cafes and famous spots where people had time to read, vote and make a difference. Through this marketing strategy, they gathered voices online and on the streets that change lives for others. The people who voted literally changed lives on their own time! Thanks to this marketing strategy. Again, it was successful because it directly engaged with the people. It helped consumers create a bond and understand the brand marketing. In addition, customers knew their voices were being heard, which is always a GREAT business notion.