What BSP is in marketing

Industry and company events are such a thing: They either offer a suitable platform to expand the professional network ... or they don't. Unfortunately, it has happened to many of us that we stood around awkwardly in a corner at a stiff networking event and just waited for a suitable moment to quietly seek the way.

However, it is not the event itself that visitors will remember badly, but rather the experiences they have gained there. And vice versa: If an event was particularly successful, the participants can remember the positive feelings associated with it for a long time afterwards. Wouldn't it be nice if using your brand instead of boredom and discomfort Joy and aha moments combined would?

Many event organizers put it Experiential Marketing one to achieve just that. In this article we show you the best examples of what successful experience marketing can look like.

What is Experiental Marketing?

Experiential Marketing - also known in German as Erlebnismarketing - is a marketing strategy that aims to create a Let target audience interact personally with a brand in the real world. To this end, creative formats are being developed in which people can actively participate.

Experience marketing delivers amazing results

Businesses get through Experiential Marketing the opportunity to not only see their offers, but also theirs Values ​​and messages to transport. Experience marketing is also perfectly suited to be remembered by the target group for a long time.

Positive results are inevitable: In a study by EventMarketer, 65 percent of the brands surveyed stated that Experiential Events were directly involved Linked sales are. There is enormous potential here: a full 70 percent of consumers even become regular customers after they have become aware of a brand through experience marketing.

But experiential marketing not only has a direct impact on the company's sales: you also experience a real explosion in reach. 98 percent of the participants report on experience events on social media.

So it's worth it Combine offline and online approaches. Using a branded hashtag about your event will encourage your audience to talk about your event.

Successful experience marketing: 7 examples of cool campaigns

Hardly any other form of marketing offers so much creative potential like experience marketing. There are literally no limits to the imagination, as the following examples show:

1) Lean Cuisine: #WeighThis

It is amazing how refreshing a marketing approach can be when companies play with the usual expectations and they may even insist opposite circulate. This is what happened with Lean Cuisine, whose marketing usually revolves around the subject of weight loss: Just don't talk about diets. The best example of this is the #WeighThis campaign.

As part of this campaign, Lean Cuisine organized one Exhibition of "personal scales" in Grand Central Station in New York. Female passers-by were encouraged to show the world their true “weight”. The highlight: These scales were actually boards on which the participants could note how important their influence is in this world.

So instead of writing down their weight in kilos - or somehow defining themselves by their appearance - the participants decided to rate themselves according to other qualities. For example, one participant emphasized that she had resumed university education at 55. Other participants stated that they look after 200 homeless children every day or that they are single parents of four children.

What makes this campaign special is the fact that the participants at no time interacted with the products of Lean Cuisine. Nobody was asked to try something or take a product survey. In fact, no one was asked for anything; the exhibition alone was enough to arouse the curiosity of passers-by and seek interaction with the brand.

Lean Cuisine had a clear message in mind: “Our products support a healthy lifestyle. But do not forget what you guys himself doing everything good. That's more important than the numbers on the scales. ”Instead of just writing that message on a display board, Lean Cuisine created one interactive experiencethrough which the message found its way into the minds of consumers in a completely different way.

Of course, the Lean Cuisine marketers made no secret of who had organized the event: The company's Twitter handle and a special hashtag for the campaign were shown in large lettering on the exhibition space so that the audience could share their experience on social networks. The campaign has definitely paid off for the company. It received over 211 million impressions with the #WeighThis campaign.

What can we as marketers learn from this?

  • You don't have to go lucky and cater to passers-by on the street - especially if your prospective audience is busy, as in this first example. When you create an experience that passers-by enjoy offers certain added value, they are more likely to participate.

  • Identify the Message that your company wants to communicate. This could be a product-specific or general statement, or something your brand hasn't said before. Then create an adventure event on this basis.

2) Red Bull: Stratos

Red Bull took an extreme approach in 2012: Austrian skydiver Felix Baumgartner dared to do one for the company World record attempt. He jumped down from 38,969.4 meters.

Red Bull transferred the jump live on YouTube - and reached more than eight million viewers. The company set another record: never before had there been such a rush of viewers on a live stream on YouTube.

What can we as marketers learn from this?

  • Never underestimate them Power of uncertainty. Experiencing something completely new and not knowing how it will turn out can be extremely attractive to people.

  • If you manage to break a record on the side, there is hardly anything left to be desired.

3) Misereor: A billboard for a good cause

Many of us have now become “carefree card payers”: it is estimated that 538.6 billion cashless payment transactions are carried out worldwide every year. The German aid organization Misereor has this trend for one of their Fundraisers made use of.

The name of Misereor's campaign was "Social Swipe". This was done in airports digital poster that represented various projects of the organization. Hunger, for example, was represented by a loaf of bread.

In the middle of the digital screens was an elongated slot with integrated card reader. If someone swiped their bank card through the slot - and over the bread - two euros were debited from the card and a slice of bread was cut from the loaf on the digital poster.

And it went even further: On the donor's next bank statement there was a short message in which Misereor thanked him for the donation, as well as a link via which the one-time 2-euro donation could be converted into a monthly donation.

It's easy to imagine how much Planning and coordination Behind this campaign was - banks, airports and mobile payment platforms had to work together to make the experience possible for consumers. For that reason alone, this campaign for participants could not stop at the airport. They were later made aware of the aid organization again when they looked at their bank statement.

What can we as marketers learn from this?

  • Show people which Effects your participation. Supporters of the Misereor campaign were able to see exactly where their donation was being used - for example, when caring for a hungry family. (An infographic would also look good here - our templates can help.)

  • Get the Help from other companies on board to create an even more successful experience. Misereor, for example, secured the support of Stripe.com for the payment processing of the campaign. And various credit institutions helped the relief organization to leave its individual thanks on bank statements. (You can find more about co-marketing here.)

  • Don't be afraid of that Lead nurturing. It doesn't always have to be your own hashtag, but still find a way to remind someone to participate.

4) Coca-Cola: FIFA World Cup VR Experience

During the soccer world cup 2018 Coca-Cola created in front of the main train station in Zurich virtual environment for fans. The participants stood in front of a screen and saw the Swiss soccer star Xherdan Shaqiri next to them. But not only that: You could also play next to or against him and at the end take a picture with the illusion of him.

If you then left your contact details, you could have the photo download later. There were more than 1,000 screen interactions in just two days. And of course, Coca-Cola employees were always around to hand over a drink.

What can we as marketers learn from this?

  • Think about it, one Celebrities to get on board for your campaign.

  • Use large events or virtual interactionsto bring a lot of attention to your brand.

5) IKEA: climbing wall

When IKEA opened a new branch in Clermont-Ferrand, France, it left one in front of a large cathedral Climbing wall build up. Sounds unspectacular at first, but it attracted a lot of attention and pushed visitors to their limits: Instead of just attaching normal climbing holds to the wall, a full vertical living room built.

Passers-by could be secured with ropes and, under the guidance of professionals, climb beds, shelves and sofas around nine meters high.

What can we as marketers learn from this?

  • A little adrenaline hasn't hurt anyone. Give your customers a treat little adventure including a sense of achievementto be remembered for a long time.

  • If possible, combine your own products with the experience marketing campaign. This is how customers learn them playful way appreciate.

6) Volkswagen: Fast Lane

Volkswagen's “Fast Lane” campaign was essentially very simple: the company assembled in a supermarket Skateboards on shopping carts and watched what was happening with cameras. The camera images mostly show radiant people who dash through the aisles with swing and not only do their shopping quickly, but also with fun.

Of course, the action had a background: VW wanted one Bridge to driving fun build that people are supposed to have with the company's cars.

What can we as marketers learn from this?

  • All people like to have fun. Accordingly, it is a good idea to brand your company with one fun event to bring in connection.
  • Don't use the joy of the moment just to attract attention. You can at the same time too targeted Spread your core messages.

7) Zappos: The Google Cupcake Ambush

To advertise its new photo app, Google went with one Food truck full of cupcakes on the streets of Austin, Texas. Passers-by could get a cupcake in return for a photo with the said app.

What could be nicer than a virtually free cupcake? We'll tell you: practically free shoes or wristwatches.

At least that was the idea that Zappos had. The company took the cupcake experience from Google and added an idea of ​​its own. It put a "box on feet" right next to Google's food truck. Anyone who fed the box with a cupcake received one of the aforementioned Goodies.

Only those who had a cupcake could get the rewards from Zappos. Got this way both brands ample attention from their respective target audience. Since 74% of all consumers state that an experience associated with a certain brand is more likely to induce them to buy the product on offer, it was very likely that Google and Zappos were able to secure new customers through these promotions.

What we particularly like about this example is that it has the added value of experience-oriented co-branding made clear. Since Google and Zappos have completely different offers, they did not sabotage each other through this joint campaign. On the contrary: with the right co-marketing partner, you can be all the more successful.

What can we as marketers learn from this?

  • Use experiential marketing as a Co-Marketing Opportunity.

    • Choose a company whose Target audience could also be interested in your offer, but you cannot reach it the conventional way.

    • Of course, it's nice when your partner can benefit from your audience as well. So the whole experience becomes one Win-win-win situation: for you, for your co-brand and of course for consumers.

  • If you decide to work with a marketing partner, creating an experience that is based on a Exchange your two products or services based. This increases the chances of people interacting with both brands.

Conclusion: Experiental Marketing requires a willingness to take risks

For the companies presented in our example, the willingness to take a risk has paid off. So when it comes to creating a branded experience, don't be afraid to to take unconventional paths and bring a marketing partner on board.

Spend plenty of time playing around with ideas like people do with your business to interact could - even if a few rather weird ideas come up during brainstorming. If the experience is related to your product or service Voted is and is skilfully implemented, then people will also talk about it.

Cover picture: designer491 / iStock / Getty Images Plus

Originally published February 18, 2021, updated February 18, 2021

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