From old school usage of graffiti as floor and wall tiles, the trend has eventually moved to hi-tech applicability of the art form. Brands these days have adopted riveting experiential marketing strategies to connect with their buyers as they have reason to believe that besides drawing attention to it, the art form can act as a great medium of engagement.
Here are some interesting consumer-engagement examples that used graffiti as inspiration: Digital Graffiti Wall by Coca Cola
In the festive spirit of Fifa World Cup, the official sponsor Coca Cola and Fifa World Cup Trophy Tour 2014 managed to make an impact and stand out with the help of a Digital Graffiti Wall in London, Glasgow, Cardiff and Manchester.
Visitors present at the event had the opportunity to improve their expertise in the game with the help of professional ‘football tricksters’ and use the Digital Graffiti Wall to create customized Coke bottles and win coke merchandise. The company behind the activity, Spray Paint Wall, managed to engage audience with their software that enabled guests to use a ‘digital graffiti can’ to colour and create extravagant designs using coke stamps and stencils. The next move helped the brand to directly connect with the guests as they printed the customized designed bottles for them to take home.
This digital initiative invited audience of all age, to participate in a football shootout contest and compete in the dribble time trials and self-examine how fast they could kick a football in the speed trap.
Reebok Cross Fit- 3D street art
The Reebok Cross Fit created the largest 3D street art that holds the Guinness World Record. The painting by 3D Joe and Marx, measured an impressive 1,160.4m² and was disclosed at London’s Canary Wharf.
An experiential marketing activity was carried out by inviting public to take part in the Reebok Cross fit –‘Workout of the day’ on the remarkable artwork made on a street in London. Officially declared as the largest piece of street art, it attracted people to be an active part of this magnificent piece and its celebration.
The House of Vans evening at Bluefrog showcased ‘live Graffiti’
The House of Vans was hosted at Bluefrog, Mumbai in February. The evening featured bands playing different genres of music, engaging in street art, photography and extreme sports.
What appealed most to the crowd was the live graffiti by the multi-media designer Jas Charanjiva on the backdrop of the stage while the musicians performed their show. Another engaging move on the part of the organisers was to let the guests create their own graffiti on a graffiti wall outside the club.
Style your Drive at Auto Expo
At the Auto Expo 2014 held at New Delhi, Maruti Suzuki conducted “Style your Drive”, wherein the audience was able to virtually graffiti a car via Infrared devices acting as painting guns. Flare 3D software proved to be an engaging initiative at the event. This modern form of graffiti attracted several customers at the Auto Expo. People present at the event designed cars to the best of their imagination.
Nike AirMax, on its 27th anniversary showcased Graffiti artist Zeke’s art on one of its store walls in Mumbai. This unusual celebration of sneakers by Nike caught the attention of many in the suburbs of Mumbai.
This eye catching art embellished the walls of the store and a reality projection captioned as ’27 Years of AirMax’ escalated the beauty a little further.
Sameer Kulavoor designed the official poster for the event. Certain elements from the poster were printed on the button badges and given away.
Graffiti has certain edginess to it. But it must be noted that only a few brands can connect with the art form and efficiently use it in their marketing strategies. However, one thing is clearly established, old school style or with-a-twist, the art of Graffiti will continue to exist and brands will continue to leverage it in a range of different ways.
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