Three of Our Favourite Experiential Marketing Campaigns

Here are three of our favourite “experiential marketing” campaigns.  If you haven’t seen them already, all three are definitely worth a watch on your next coffee break.

We’ve evaluated whether or not we think they worked well based on 3 loose criteria.

1) Did the experience create an enjoyable experience for the participant?

2) Did the experience reinforce a positive association with the brand?

3) Did the campaign result in great video content?

Number 3: Unlock The 007 In You

This was one of Coke’s campaigns to tie in with the release of the James Bond film Skyfall.  The campaign revolves around encouraging participants to share in the experience of being James Bond, in the way he is often depicted racing around in action scenes.  The orchestrators use a time constraint to recreate a common theme in action films; completing an objective before time runs out!

The whole experience is strongly tied with the Coke branding.  Do we think this campaign was successful?  Yes.  It’s well put together, it looks like it would actually be fun to participate in, and it has resulted in a YouTube video of the whole event that has been really successful.  Through creating a fun experience which evokes participation in an action movie, coke have succeeded in producing a video which caught everyone’s attention and has ended up being shared over and over again giving them a huge amount of exposure.  See the video here:

Number 2: Best Bus Stop Ever

This video is from Qualcomm’s Born Mobile campaign.  We think this is a really cool idea.  How many times have you been in a dull situation and wished for something entertaining to happen?  This campaign really capitalises on that feeling, which is something we’ve all experienced at some point. 

Do we think this campaign was successful?  Well, yes and no.  Yes because, just like the other two, the advert created content that was good enough to make people want to share it.  Yes because you can see that the people who took part in the “experience”, really enjoyed it.  They look genuinely excited and that is contagious when we watch the video, reinforcing positive associations with the brand.  The only thing that makes us think this campaign wasn’t as successful as it could have been was the fact that the Qualcomm branding could have been more prevalent.  When we showed this video to friends they weren’t familiar with the Qualcomm brand.  From watching the video they couldn't tell whether Qualcomm was the brand or whether it was Born Mobile.  Still a great campaign though.

Number 1: A Dramatic Surprise On A Quiet Square

This is by far our favourite video.  If you haven’t seen it yet then we won’t ruin what happens, just watch the video below.  To be honest, it would be hard to describe without seeing it for yourself anyway!

Do we think this campaign was successful?  Absolutely.  The key to the success of this piece was the fact that the whole experience that has been created is so closely aligned with TNT’s strap line; “Your daily dose of drama”.  Unlike the Coke/Skyfall campaign, they have also created an experience which can be replicated on video and therefore shared.  While the Skyfall video was entertaining to watch, it’s hard to reproduce that feeling of racing against the clock that the participant experiences.  With the TNT campaign, you can experience the entertainment and the drama whether you are watching from the street or from the comfort of your home.  Either way, it’s incredibly entertaining and the resultant YouTube video is certainly something you would want to share with your friends

EDIT:

A sequel to the TNT campaign has recently been published and it’s even crazier than the first!  See it for yourself here.

If you've got a favourite you'd like to share then leave us a comment below.

February 25, 2013
Matthew Weeks

Website: www.adurolabs.com

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