9 Global Examples of Successful Experiential Marketing Campaigns
Creating an experience to market a product is a way to open up your brand to a bigger audience. When a business offers something outside of their usual services to create something spectacular for the general public, quite often a lot of people will pay closer attention.
Below is our top nine list of different experiential marketing examples that turned heads:
1. Red Bull – Stratos
This genius example of experiential marketing caught the world’s attention in 2012, with over 80 television stations carrying the event live in 50 countries and over 52 million views online on over 280 digital platforms. This made it the most viewed live stream in history at the time.
The event involved daredevil skydiver Felix Baumgartner attempting the highest ever freefall skydive from a height of approximately 39 kilometres above earth. The outstanding event broke numerous world records, including the first time a human had broken the sound barrier without any form of engine power. This brave and bold marketing event played on Red Bull’s slogan, “Red Bull gives you wings.” and enhanced the brand’s image of being able to achieve the limit of one’s capabilities with the energy of it’s product.
2. Jazz – 4G Slide
When Pakistani telecommunications company Jazz began rolling out its “Jazz Super 4G” service, it decided to get a little creative with it’s promotion. The company installed a slide covered with promotional branding in a Lahore mall, with the intention to provide a faster way to get from one floor to the other to emphasise the increased speed of its 4G mobile service. The simple, yet effective marketing strategy was shared widely on social media in the country and used extensively by mall-goers.
3. Ikea – Big Sleepover
In 2011, Ikea customers created a fan group expressing their desire to have a sleepover at Ikea. The group became hugely popular with over 100,000 members, and so Ikea decided to take up their offer. The company offered 100 people from the group the opportunity to have a sleepover in their Essex store. The night consisted not only of the opportunity to utilise their products and receive sleep advice, but to also receive pampering services such as manicures and massages. The virality of the group, matched with the follow through from Ikea, meant that the brand enhanced their profile as being homely and friendly and created more brand advocates to spread word-of-mouth recommendations.
4. Sensodyne – Sensitivity Test
Sensodyne set out on its fun bus throughout New Zealand and Australia to give away free ice cream to test if the public even knew if they had sensitive teeth. Given that 1 in 3 people go without treating the condition, according to the brand, the experiential campaign was a perfect way for both customers and non-customers to interact with the brand and learn more regarding the products.
5. Lay’s – Human Claw
Bringing together a classic childhood game and the allure of free food, Lay’s Japan created the “Human Claw” interactive display, which enticed people to get strapped up in a harness and hover over a huge bin filled with packets of Lay’s crisps to grab as many as possible. This fun idea became a hugely popular attraction, as it was a recognisable game that gave people the opportunity to win multiple prizes based on skill and effort, and doubled as the chance to provide product sampling.
Involving customers in this way creates a sense of desire for the product; even if the participants aren’t successful in collecting many packets, or miss out on the chance to participate, then the image of Lay’s will become more front-of-mind. The results spoke for themselves: over 18 million online views, which broke the record for a non-media-buying campaign in Taiwan.
6. Coca-Cola – Small World Machines
This meaningful campaign by Coca-Cola took on the task of bringing together people from two countries who have had historical struggles and long lasting hardships. The company installed high-tech vending machines in two malls; one in Lahore, Pakistan, and the other in New Delhi, India.
The machines were equipped with cameras that enabled users on each machine to see each other and interact. There was the ability to draw peace signs and smiley faces and connect visually to make each other laugh or smile. Once the interaction was over, the machine would deposit a free can of Coca-Cola for the user to enjoy.
Tackling such a big global issue with such a technically complex yet emotionally simple idea showed that Coca-Cola was holding its stance as a global company, and promoting its image as empathetic, humanly connected, and inclusive. The video of the campaign went viral with almost 4 million worldwide views to date.
7. Nike – Run Club
The futuristic hexagon placed in the middle of Huaihai road in Shanghai was Nike’s new idea for an interactive space where runners could jump on treadmills and start their workouts whilst their performance stats were displayed inside and outside of the hexagon.
Promoting the brand and encouraging healthy living, whilst maintaining the brand’s image of being slick and forward thinking, all tied up into a well thought-out and effective marketing campaign. People were able utilise the space not only for personal exercise, but also for training sessions and classes. The strategy was successful in bringing people together in the name of exercise and even promoting encouragement from passers by, who could cheer on people running inside.
8. Nike – Livestrong Chalkbot
The initiative involved Nike encouraging Twitter users to send messages that could be chalked on to the Tour de France cycle route throughout the multi-day cycling event. The messages were able to be seen on live coverage of the event, with messages being sent from all over the world. The campaign won a digital Grand Prix award at the Cannes Lions Advertising Festival, and was an opportunity for the brand to incorporate global messages in a global event to raise awareness for an important cause. Nike reported an impressive apparel sales increase of 46% following the campaign.
9. smart fortwo – Electric
What better way to show off the surprising acceleration of an electric car than to offer an interactive game of electric ping pong. Members of the public were invited to step into the smart cars and compete against each other by accelerating back and forwards, with a giant TV screen displaying the game and score for all to see.