Experiential marketing provides an experience that is memorable, impactful, and tangible. It builds a connection on an emotional level between the brand and the consumer. Experiential activations are unique to the brand and require out of the box thinking to expose the brand to the public and generate a following from the intended demographic. The following five campaigns capitalize on the sensory piece of experiential marketing and bring “all the feels” to each demographic it is trying to reach.
Lean Cuisine activated in Grand Central, NYC to encourage people, mainly women, to think about how they would like to be weighed. Women shared their hopes of making the dean’s list to caring for 200 homeless children to being the sole provider for four sons. Each one was printed on a “scale” and placed on the gallery wall. There were no Lean Cuisine products or sampling or brand models to stop commuters to bring their attention to the activation, people showed up all on their own. They found the wall intriguing and wanted to participate in the experience. Lean Cuisine asked a question of women is rarely asked – How do you want to be measured? Women reflected on what they work at that might not be recognized or valued by society. The experience encouraged participants to step back and think about what they valued versus what society values. It touched hearts and it made the participants feel like they were a part of a movement.
TNT Dose of Drama
To bring awareness to TNT in Belgium, a red button was positioned in the center of a square with an arrow encouraging any passerby to press. People stood on the outskirts of the square curious but not quite brave enough to press the button. But once one brave soul touched the button a series of dramatic events ensued and people were transfixed by the action. Mouths dropped, people leaped out of the way, laughter commenced, and people covered their eyes in fear. There were a variety of emotions as a result of this activation and it created a memorable experience.
The Social Swipe
Misereor works to support the disadvantaged members of society. They make no discrimination for male, female, religious affiliation or location. Through their efforts, they strive to provide the basic needs like food, shelter, clean water but also protect the rights of humans. Their strategy for this campaign was to make it as easy as possible for people to support their efforts. Many people today do not carry cash but most have at least one credit card and that’s all that was needed to give something to their cause. People were able to swipe their cards down the middle of a poster and donate a determined amount to the Misereor efforts. After donating they witnessed the intended result of their donation. After, their donation appeared on their bank statement with an option to make a consistent donation to the cause. It was easy and convenient for people to donate and it only took a moment of their time. People were curious about the interactive poster and wanted to experience this form of technology that benefited people from around the world.
Before I die
A public art installation that brings awareness to death allows time for reflection, and a moment to share personal goals with the community. Candy Chang created this wall after losing someone dear to her. She took this unfortunate event and an abandoned building and created some good for herself and the community around her. Candy turned the wall into a positive communal space that fosters self-examination. She designed the wall in a neighborhood of New Orleans, but the idea has grown into something much larger. People across the world want to participate and have contacted Candy to learn how they can install one in their community. She created a movement and the walls can be found in cities and towns around the world.
Google – Nonprofit Interactive Posters
Many large companies donate millions of dollars to charities every year and have various ways of determining the recipients. Google decided to leave it up to the people to decide which of the non-profits in the Bay Area should receive their donation. Using interactive posters Google placed them throughout the neighborhoods to encourage locals to cast their vote for the non-profit they felt was most deserving of the money. Since the posters were placed throughout the area it allowed for a diversified response. The posters didn’t take up much space but they were placed in strategic locations where people might already be standing around – waiting for a bus or for their lunch at a food truck. Community members became Google’s own brand models as they encouraged others to vote and take advantage of this opportunity to have their voice heard. There were over 400,000 votes in just 3 ½ weeks. The non-profits weren’t the only ones to benefit from this; people felt that their opinions were valued and it brought the community together.