When it comes to influencing your customers, there is nothing better than making them experience your brand! It’s the best way to have real engagements with your audience. While traditional advertising lets you communicate your message, experiential marketing allows you to interact with the consumers on a one-on-one basis.
Marketers are now bolstering the effect of their experiential campaign by enhancing it with digital marketing as it provides them the perfect platform to add to the overall engagement. This convergence of digital and experiential marketing is also allowing marketers drive conversations offline and online, simultaneously. Here’s a campaign, FoxyMoron conceptualised and executed that showcases how a brand can marry social media with experiential marketing.
Maybelline Colossal Kajal was launched in 2011 and 2012, at a time when the Kajal market in India was cluttered. The brand ushered in a revolution with the Colossal Kajal. But while there was high awareness for the product, the trials were relatively low. Staying true to the young, cosmopolitan and contemporary brand that Maybelline New York India is, it only seemed fitting to develop an innovative mode of engaging its fans offline as well as online.
Maybelline New York India realised that during the monsoon season in India, girls are apprehensive about their make-up getting smudged. Hence, the brand decided to help them keep their make-up smudge proof by integrating online and offline marketing and at the same time enhancing brand experience with the Maybelline Colossal Cab!
The campaign presented a solution to save the everyday Maybelline girl during the rains. This also happened to be the season of College Festivals and the girls wanted to look their best inspite of the rains. So the Maybelline Colossal Cab provided them with an opportunity to travel from their college to the nearest station hassle free.
To add to this, the enthralled passengers were even given a chance to experience the brand and the products, getting a free makeover while reaching their destination. Extended over various contests, Maybelline girls were encouraged to share their selfies, get product discounts and not to mention a free ride. During this ride, the girls were also introduced to the new Colossal cluster which included the improved Colossal Kajal, the Colossal Kohl Turquoise and the Colossal Mascara.
Maybelline New York India, being the strongest women centric digital community in India, added a digital twist to the Colossal Cab. The fans online were given a chance to select a location for the Colossal Cab via an interesting contest- With the War Of The Colleges. The college with more tweets and comments would emerge 'Colossal', giving girls a free ride. Social Currency became a medium for girls to call the Colossal Cab to their colleges. Girls online got a chance to select the Colossal Cab Playlist, as well as use exclusive online code words to claim free Kajals at top Malls.
It didn't just end there! Bloggers all over got a chance to hail the ride with their top readers as well. Moving from Mumbai, digital fans were given a chance to get the Colossal Cab to their city as well with another similar contest - War Of The Cities.
Visiting a total of 58 Colleges, 5 popular malls and 2 Metro Cities, the cab was all over, creating super strong visibility and brand awareness as well as generating product trials. Overall, the impressions at the colleges and malls were 3 Million, while digitally; we garnered a whopping 10 Million. Becoming a one of its kind mobile branding vehicle, the eyeballs that the Cab garnered were countless. Over 8,000 girls shared their selfies with us and we got over 21,000 Twitter Mentions.
Thus, you can see how amalgamating experiential with digital marketing creates exciting engagements and enriches consumer experience. The more personal you get with your fans, the more brand advocacy you are likely to attract!
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