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Experiential Marketing More Of A Focus For Brands

By August 5, 2014 No Comments

 Just how hungry are we for media? In 2013, the average American Household used 6.9 Million Gigabytes of media. A new report from USC’s Marshall School of Business concludes that the average person will consume 15.5 hours of media per day, by 2015. As people become more saturated with marketing and advertising messages, we must find new and exciting ways to reach and engage our target audiences. One such way, is Experiential Marketing.

 

Experiential marketing creates high quality, lasting impressions that can change the way people FEEL about your product or service. “More Than Branding” defines the benefits of Experiential Marketing as gaining brand awareness and credibility along with informing customers on features and stimulating purchases. Instead of blasting a message that can get lost in the fray, you create a relationship with your audience they won’t soon forget, and neither will the people they tell about their experience. The average person shares more than 16,000 words per day as we constantly converse with our circles of friends about great deals, new movies and tasty recipes. Then, we show videos and tweet opinionated comments and reviews. Social influence is paramount in today’s world.

 

We put a lot of time into research at 900lbs and find examples of brands who are successfully sifting through the monstrosity that is media. It’s an important part of our creative process that helps keep us and our clients ahead of the curve. Here are some of our favorite examples of experiential marketing:

 

Samsung – All Eyes on S4:

Mid-sized digital kiosks in the biggest train stations in Europe. The goal was to highlight the eye-tracking capabilities of Samsung’s S4 line of phones. This memorable campaign was streamed live and garnered over 4.5 million views online and that doesn’t include all of the high-quality impressions made in those train stations. Check it out HERE.

 

Microsoft – Giant Surface 2 Tablet:

Microsoft created a massive, fully functional and interactive replica of their new Surface 2 tablet. They wanted a public area with an extremely high volume of foot traffic and chose London’s Trafalgar Square. An actual life-size Surface 2 tablet drives the giant 27 foot x 17 foot installation.  USB and Micro HDMI enables the audience to jump on the keys to control the screen’s content as if they were typing on the consumer product. Check it out HERE.

 

Goertz – Casefilm Virtual Shoe Fitting:

German shoe retailer, Goertz, wanted to bring the conventional shoe buying experience to the people. Utilizing the Kinect and augmented reality, the kiosk enabled the user to select all types of shoes and sizes off of the brand’s website, for immediate purchase. Check it out HERE.

 

Coca-Cola – Projection Mapping of Corporate Headquarters:

Coke celebrated their 125th birthday in style as they created the world’s largest single building projection mapping back in 2011. It took over 45 projectors to map the 29 story headquarters in Atlanta. The entire building was draped in white cloth to provide high contrast. The show ran every weekend for a month and a huge social media component was integrated as they gave a BIG thanks to their fans. Check it out HERE.

 

Event Marketing Institute’s in-depth research shows us the influential power of experiential marketing…

98% of consumers exposed to a product or service at a brand event will talk about the positive experience, with 2/3 mentioning the brand after the event.

80% of consumers state that out of all forms of communications, experiential marketing is most likely to provide the info needed to make informed purchases.

93% of event-goers give the sponsoring brand the OK to stay in touch via coupons, email and advertising.

Nearly 50% of consumers who attend branded experiences purchase sponsored products.

 

To maximize the effect of a unique experience, it’s important to employ diligent analytics and data on the backend, in order to reinforce a solid ROI. Although it is difficult to track all data, technology is allowing us to do this more effectively than ever before. Social media continues to spawn more conduits that enable us to further reach audiences long after the experience. As humans consume more and more media, it will become vastly important to create these long lasting, quality impressions. Feel free to contact us, or stop by our studio if you want to learn more about Experiential Marketing or to check out some of the latest experiences we are working on.