Monday, May 13, 2013

"Experiential Marketing": How Really Old School Makes a Comeback

There has been a lot of buzz these days about "Experiential Marketing". Ad Age published an article on May 2nd entitled Agencies Ready for the 'Year of Experiential':Why Stunt Marketing Has Become the Next Big Thing.

What the heck, you may ask, is Experiential Marketing? It is quite literally the new "Bandwagon".

I'll start with a foray into Architectural 3D projection, and and live outdoor marketing experience Samsung created in 2010 to introduce their NEW 3D television. In Architectural 3D projection, you basically make a computer model of a real building, create computer generated video images that are mapped onto the surface of the model, and then project those images onto the actual building. It probably sounds more complicated than it is, but the results can be stunning. Here's Samsung, projecting their video onto the side of the Beurs van Berlage in Amsterdam:

Most recently, I came article about a promotion for Star Trek: Into the Darkness. It was coordinated with Earth Hour. The event was done in London because the movie takes place partly in futuristic London. This is cooler than cool. Note the applause at 1:38. Audience reaction is an important ingredient of Experiential Design.

So... what was that I said about a Bandwagon?

You probably first heard the phrase "Getting on the Bandwagon"  your "Introduction to Marketing" class. Basically, it is a marketing message that encourages you to do what other people are doing. Dr. Pepper most blatently used it in the "I"m a Pepper, he's a Pepper, she's a Pepper, wouldn't you like to be a Pepper too?" commercial with the pre American Werewolf in London David Naughton.

This version of the commercial start out with a VERY interesting and relevant sound:

"What sound?" you might ask? Well, the sound of the Steam Calliope! Traveling steam calliope were used by circuses to announce their arrival into town. A keyboard was connected to train whistles of different pitches. I've read the sound could be heard 12 miles away. These calliopes later became "automated" similar to the way player pianos were automated.

In my introduction, I compared Experiential Marketing to the "Bandwagon". Well, the invention of the Calliope was simply applying steam technology to an already used marketing practice. Live bands would play on mobile wagons as a siren's call to see the circus.


So... Bandwagon leads to Calliope lead to "follow me advertising" exemplified by the David Naughton Doctor Pepper commercials. Leading to...?

How about a Doctor Pepper flash mob at the New York Stock Exchange?

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