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Why Experiential Marketing at Festivals Just Has to Change

Posted by Claire Hutchings on March 25th, 2013 at 2:46 am

The summer brings with it festival season and whilst Glastonbury or Reading may not always be bathed in sunshine, music lovers still flock in their thousands. In a recent blog, I explored the pressures being faced by the music festival industry, particularly those that had problems last year and importantly, I looked into why experiential marketers must up their game if they are going to generate positive results from festivals.
According to recent statistics, over half of festival goers in 2012 won’t be attending one this year, and whilst many festivals will still be sold out, there are many arguing that the over commercialisation of festivals is limiting their use as a promotional opportunity.
A recent post on the iD Experiential blog, by iD Staffing Account Director, Anna Brettie Jones hopes to show that experiential marketers can still utilise music festivals – they just have to deliver credible experiences. Credibility can be achieved, but the days of simply sponsoring a bar tent are gone. To leverage value from a festival, you have to deliver an experience that enhances the overall experience, adding value in a way that is aligned with your USPs and brand.
Within the blog Anna has highlighted some great... Read more

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Posted in Opinions, Word of Mouth | No Comments »

Using Tweets as currency — What value is it to your brand?

Posted by Claire Hutchings on November 14th, 2012 at 3:53 am

In my last post on the iMedia Connection blog I spoke about how social media was an inevitable addition to experiential marketing campaigns. I mentioned iD Experiential’s recent campaign for ASUS to promote their award winning Zen Book where consumers could tweet or check-in at the stand to receive a free herbal tea. It seems though that the idea of using social media interactions as a currency has been taken to another level by some companies.
Both Kellogg's and TopShop – huge high street names – have recently launched experiential campaigns whereby consumers can tweet to purchase their products.
Kellogg's fans could purchase the new Special K Cracker Crisps not with money but a simple hash tag #TweetShop. While over the Halloween period TopShop’ers tweeted #TrickorTweet with their fashion tips – those deemed the best were rewarded with £100 to spend in store.
You can find out more about these campaigns here
The ability to convert tweets into currency is not merely beneficial to those receiving the “free” product, like a traditional competition or coupon giveaway would be – it’s much bigger than that! By turning tweets into wonga brands launch themselves back in to the social networking sphere allowing their followers to become advocates... Read more

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Posted in Social Media | No Comments »

Experiential marketing and social media integration . . . a no-brainer

Posted by Claire Hutchings on October 30th, 2012 at 2:25 am

You don’t need me to tell you that social networking sites have exploded, changing the way we interact forever. With the virtual world taking over the real world we all become ever more glued to our smartphones - it‘s therefore only natural that brands should exploit this in their marketing to consumers. Even Tesco CEO Philip Clarke agrees saying in a recent speech to the IGD Convention, “digital technology has given brands the chance to forge a personal relationship with every customer”.
While there is a lot of hype around the use of digital and social media in marketing, this does not have to be to the detriment of experiential marketing budgets. In fact it is becoming more and more obvious that the two not only complement one another but can be instrumental in enhancing brands campaigns producing increased reach, consumer data, geo targeting, amplification and essentially increased ROI.
Here are a couple of examples of recent campaigns that have utilised social media, introducing an exponential element to each campaign that has increased interactions – and ultimately sales.
Alpro – Enjoy Plant Power
Alpro has long invested in experiential marketing – understanding its benefits to drive trial of a product that has been historically... Read more

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Posted in Social Media, Word of Mouth | 11 Comments »

Creativing :: Facebook ads appealing to the ego, Driving while radio-listening, and the ideal social media team

Posted by Doug Schumacher on January 5th, 2012 at 3:12 pm

10 links that point to the future of marketing:
Facebook Users With High Self-Esteem Prefer Targeted Ads @PSFK
So would ads that try to create a need by making the viewer feel lacking or inadequate be better off on a friend’s page? Interesting psychology going on here.
From @johnboese
Of Rogues and Gentlemen — New blog from Brooks Brothers
In the world of content marketing, blogs could be making a comeback. Especially for retail companies that need to push new products and promotions heavily on their website.
From @mrstephenbeck
This is What Happens When You Give Thousands of Stickers to Thousands of Kids | …
Love this installation art piece. Great way for a museum to connect with kids.
From felipe.bascope
Model Stars As Alexander Olch In Necktie Tutorial | NewMediaRockstars
I like this simple piece of content. It’s both fun and informative, in a pretty fluid way. The model is certainly going to add to the budget, but she also sets them up for a good amount of buzz, as well.
When the Car Radio Was Introduced, People Freaked Out – Mental Floss
Interesting story about the onset of car radios and the danger they seemed to impose. I’m not advocating texting-while-driving, but this ... Read more

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Posted in Creative Best Practices, Emerging Platforms, Social Media, Word of Mouth | No Comments »

Experiential Marketing done right via mobile phones

Posted by Clyde Desouza on December 18th, 2009 at 12:00 am

As a Digital Advertising agency or Experiential marketing services provider, how would you successfully pitch to a telecoms provider for their Digital/Social/Experiential marketing initiative? The telecoms provider of today is an all integrated services company. They supply everything such as Land line access, Internet broad band, IPTV, Cellular services and mobile broadband access.
When pitching for such a vast account, the Digital Agency needs more than IT skills and stock promotional package ideas, which are dated to the early 2000's to win the account. Let's take a look at creating a winning pitch with presenting ideas for just one of the services – Mobile broadband access.
Myth: Mobile Broadband is for Office-on-the-move.
The common belief with Telcos, their distributors and the general public about mobile broadband access packages over 3G, 3.5G and HSDPA is that these packages are useful for professionals on the move or for tourists who want to use their laptops while on holiday. They are even sold almost always with a free bundled USB modem-stick that is pre-configured to run when inserted into a laptop.

Prepaid Mobile broadband data packages are available to customers the moment they arrive in a country at the many airport kiosks. They cost as little... Read more

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Posted in Emerging Platforms | 1 Comment »

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