Experimental Marketing: 3 Outstanding Examples

What Is Experiential Marketing?

Experiential marketing is a marketing strategy that involves and engages the viewers and creates a real-life experience that will be retained or rather remember. This type of marketing concentrates on making the consumer experience the everlasting and impactful enough for its user to initiate an action. Action may be in the form of sale or the one that will inspire them to share with their friends both online and off.

Sometimes referred to as live marketing, at its core, experiential marketing is all about immersing consumers in live experiences.

Having discussed the nitty-gritty of Experiential Marketing in the previous blog, here we discuss 3 outstanding examples of Experiential Marketing.

1. Volkwagon: Piano Staircase

The Fun Theory - an initiative of Volkswagen. Have a look - the piano stairs are funny. Fun can change behaviour for the better.

In 2009, Volkswagen captivated the audience by transforming a subway staircase in Sweden into a giant piano when nobody was there. The forthcoming day, each step created the sound of a different piano key as people climbed up and down the stairs. The campaign was a part of “The Fun Theory,” which suggests people are more likely to do something if it looks fun. However, for Volkswagen, the message of fun goes a bit further than just making people discover the musical staircase on their way to work.

Volkswagen is known to have taking big leaps into environmentally friendly products. Here, the brand wanted to exhibit and motivate to help make people’s personal habits healthier to go along with it.

According to the video below, 66% more people chose the stairs over the escalator at that particular subway terminal, as a result of Volkswagen’s piano staircase.

2. Google: Building a Better Bay Area

Corporates promoting Corporate Social Responsibilities (CSR) or corporate philanthropy is definitely on the rise. According to reports by Bloomerang, between 2012-2014, 56% of companies increased charitable giving, and Google happens to be no exception.

But Google being Google, people do expect something creative and out of the box for the search engine tech giant, isn’t it?

Here’s what Google did – Google lets the public decide where should the money go – unconventionally and interactively.

Google allowed people to cast their votes online, but they also wanted to involve the Bay Area community tangibly. Thus they installed large, interactive posters - in places like food trucks, food trucks, and restaurants - that locals could use to vote for a cause.

The idea here was to make people experience that it’s them who are contributing Google to make a difference in society. That’s a significant element of experiential marketing: It allows people to interact with a brand when they have the time. As a result, it was seen that 72% of users said that they felt good and had a great experience by engaging with the campaign.

3. Coca-Cola: FIFA World Cup VR Experience

In Zurich, Switzerland, during the FIFA World Cup, Coca-Cola wanted to celebrate its continued support of the FIFA World Cup 2018, with an Augmented Reality experience that gave football fans the chance to play alongside Switzerland football stars.

Coca-Cola placed a VR experience in front of a train station. With the experience, you could stand in front of a screen and see a popular soccer player next to you. You could then practice a soccer move with the athlete or compete in your mini soccer tournament.

After installing the set-up, a huge spike was seen in the engagement and the sale of Coca-Cola during the period.

Reference:

• Volkwagon: Piano Staircase
• Google: Building a Better Bay Area
• Coca-Cola: FIFA World Cup VR Experience