With brand marketers realizing the value of experience and association with a consumer they are ready to shell out a huge marketing budget to engage prospective consumers through innovative campaigns across the world. In Indian context, though the experiential domain has seen a magnificent growth in the last decade however the brands in the country are still somewhat reluctant to experiment with the experience generation.
The experiential campaigns designed in the country are yet to be outright and unabashedly whacky and innovative in comparison to the experiential trends outside India. The brand marketers and the curators certainly need a little inspiration in the genre and we at EE are here to serve the purpose, as we list down 5 best experiential campaigns from this month across the globe.
1-Emirates Air Line and K’Nex creative family challenge
This first experiential campaign on the list is one about to be executed. Yes, Emirates Air Line in London and the construction toy company K’Nex have invited families to build an object inspired by the view during their ride a cable car, with some amazing prizes to be won. The challenge must be completed in the 20 minutes it takes to do the roundtrip, which will be starting at the Emirates Greenwich Peninsula terminal.
The entries will be judged by the chief executive of Mumsnet, Justine Roberts, with the winner to be announced the following week. K’Nex will be supplying the materials for the challenge, as well as one of the prizes – a K’Nex 70 Model Building Tub. The winners will also receive a family ticket for the Emirates Air Line and Thames Clippers, and free entry to the Emirates Aviation Experience. Now isn’t this a wholesome family experience that we must bring to India?
2-Energizer Tower Bridge
Battery brand Energizer has created its own version of Tower Bridge in London which is made out of thousands of recycled batteries. The two tonne sculpture took four weeks to create, and it is made out of more than 83,000 recycled batteries. It is 12 metres long and four metres high, and is battery operated to open and close at the same time as Tower Bridge.
Also to establish a brand connect with the people Energizer is also giving away free batteries to people who tweet a selfie of themselves with the replica. This one is guaranteed to tickle your experiences.
3- Cadbury Christmas at home
Mondelez brand Cadbury took over a seventh floor suite at The May Fair hotel for an immersive press launch of its Christmas products. Not only as a part of this experiential connect were guests were greeted at the door with a flurry of artificial snow before travelling upstairs in the venue’s lift, The door of the suite was also designed to look like the number 25 of a Cadbury’s advent calendar.
Visitors were guided into various different rooms of the suite and were presented with a fluffy dressing gown and advent calendars in the bedroom, Christmas canapés and prosecco in the living room, as well as a set dining table. Also a special ‘snowball room’ allowed the guests to play in a giant white ball pit that surrounded a bedroom set-up. Now this is what I call, a true happy experience.
4- Timberland pop-up customizable shoe experience
Outdoor lifestyle brand Timberland has today (16 July) installed a pop-up Lab within the new JD Sports store on Oxford Street in London. Designed with the idea to celebrate the store’s opening, the Lab provided shoppers with the opportunity to customize their new Timberland boots in-store between 11am and 6pm. The brand as part of the campaign also recruited artist Russell Maurice, who has previously worked with brands including Maharishi and Puma, for the experience.
5- John Smith’s creates beer-shaped star constellation
Heineken brand John Smith’s has recently created a constellation in the sky comprising 100 stars, and it is shaped in a pint of beer.The constellation is located next to Capella, the sixth brightest star in the sky, and it can be viewed by looking to the north. Well for those who think that this is indeed the best experiential marketing example by any brand ever, wait, there is more to it. The beer brand is also offering members of the public a chance to own a slice of the constellation, so long as they fulfill a particular set of criteria. Those with an ordinary name, who impress the John Smith’s team by showcasing a special talent, could be granted ownership of a star, and have it named after them. If any brand marketers are reading this, let me assure this you this one is going to be a sensation in India.
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