Experiential Marketing Campaigns That Can Show the Power of Live Events…
Around 70% of users become regular customers after an experiential marketing event!
Capturing the hearts and attention of consumers is becoming increasingly more difficult through traditional advertising. After all, we live in a world where consumers can actively switch off or opt-out of seeing ads altogether.
Marketers are faced with the challenge of finding more creative ways to share their brand story, build credibility, and spark a lasting connection between a brand and its consumers.
To make it happen, brands are turning to the power of planning live events in an effort to create experiential marketing campaigns.
What are experiential events?
Experiential events provide consumers with the real-world opportunity to directly engage with a brand or a product.
The idea is to create a tangible experience that will create a more valuable and memorable impact on the consumer, leading them to not only want to share their experience with all of their friends “ both online and off “ but become more likely to buy.
Experiential events are an excellent platform to generate new leads and increase ROI, with 65% of brands using the strategy agreeing that it positively correlates with sales. But that’s not all:
- 80% of attendees report that live demonstrations and free samples have a significant impact on their purchasing decision. (EventTrack)
- 70% of users become regular customers after an experiential marketing event. (EventTrack)
- 75% of companies with event budgets between $50–100 million say they expect more than 5:1 ROI when executing experiential events. (EMI & Mosaic)
The Budweiser Beer Garage Event:
At the 2016 SXSW Festival, Anheuser Busch created the Budweiser Beer Garage: a fully immersive experiential marketing campaign that celebrated all things, Bud.
The main attraction, of course, was the 4D virtual tour of Budweiser’s brewing plant. Using virtual reality headsets, attendees were given a total sensory experience.
Not only could they see and hear the brewery, but ice-cold air was blown into the room when they arrived in the refrigerator, the heat was blasted when they entered the boiler room, and jars of hops were held under their noses when in the hops room.
By engaging all five senses, Budweiser was able to create a real-world experience of their brewing process, helping consumers gain a better understanding of the product.
Why It Works:
Anheuser Busch knew people already loved their product, but they wanted to create a deeper consumer connection with the Budweiser brand.
Through this totally immersive experiential event, Anheuser Busch was able to establish attendees’ familiarity with how the product is created, and build credibility by bringing their story to life and showcasing the employees behind the company.
In turn, this took Budweiser from being just some beer consumers buy at their local bar, to a beer brand they’ve experienced from the ground up, building a strong brand relationship and consumer loyalty.
Redbull Stratos Stunt:
In what was one of the most popular experiential marketing campaigns ever, Redbull sent professional skydiver Felix Baumgartner into the stratosphere to set the world record for the highest parachute jump (and become the first man to break the speed of sound in freefall!).
Being a brand that has always been associated with extreme sports and bold moves, this campaign saw Redbull not only take further ownership of that brand identity but push it to the most extreme limit possible.
The YouTube video of the record-breaking stunt has gained almost four million views (and counting!), plus news organizations all over the world featured the story.
This gave Redbull a worldwide boost in exposure and cemented the brand’s personality as a ground-breaking industry leader.
Why It Works
The Red Bull brand identity called for the company to embrace the extreme and push boundaries if it wanted to stand out in its field.
Pulling off this extraordinary stunt that went viral made consumers, news organizations, and social accounts talk about Red Bull in that light.
Not to mention that the stunt fed perfectly into their brand motto of “Red Bull gives you wings”…
By Pete Moore — Seamless Entertainment Ltd