12 Jun Stand out with Digital Experiential Marketing
Digital Marketing is a continually changing industry, constantly evolving to fit the needs of consumers. This is what makes it uniquely difficult for marketers to decide how to distinguish themselves best when planning digital marketing campaigns.
Which channels would work best for the brand? Should the campaign be funny or serious? Is it truly all about video, or can there be more? There is an endless list of questions, but answers may not be as challenging to find as people think — if you know where to start looking.
- Add Experiential Marketing to the Mix – Uniqlo
Creating brand engagement through digital marketing from beyond the confines of a handheld device is what Uniqlo did. The Japanese casual apparel company, launched a digital campaign to help people to see the company in a new way.
The brand developed a unique worldwide campaign that worked with 100 physical locations. Customers were encouraged to take photographs of several billboards that had moving images to get product codes. The codes were then uploaded to the campaign website, and customers could redeem clothing samples.
The billboards created an experiential marketing element that was somewhat event-based. People were encouraged to share their photos on social media as well, calling their followers to participate in the promotion. Uniqlo reached over 4 million people campaign, creating 35,000 new customers for the brand.
Digital marketing can be utilised to get consumers to go where you want them to go, whether it is to an event, or in this case, billboards that will direct them to your brand website. The key is to use a new approach and unexpectedly engage customers.
- Be Visually Appealing and Creative – Harvey Nichols
For the grand opening event for the luxury retail group Harvey Nichols, the marketing portion included a pre-invitation, designed to appeal to the groups target consumer. The event included a brand video, interactive fashion exhibits, a 3D projection wall. They also created wings from clothes hangers that represented the brands focus on fashionable clothing.
Identify the core of your brand, what it stands for, and what is values. Use this to create a visual representation of your brand. Identify your target audience, and deliver a message of your company’s intentions and values to attendees. The main goal at the end of the day is to organise an unforgettable experience on attendees and encourage them to share it on their social media, creating buzz and hype about the brand, creating long-lasting impressions of your brand.
Being able to tell a story, especially stories that can inspire an emotional response, can quickly go viral. There is no need to focus solely on your brand to get attention. Experiential marketing and storytelling invite customers to actively and meaningfully engage with a brand. This creates more brand loyalist amongst participants than through traditional marketing. If done right, people will be able to get your message in the end.
- Create an interactive and engaging experience for consumers – Mountain Dew
In the UK, Mountain Dew took a leaf from Red Bull and drove and around the country on a 43-day guerilla tour. They stopped at festivals, transport hubs and city centres. Fifteen brand ambassadors took the branded truck all over the UK, delivering samples, hosting competitions and giveaways.
To pair with the campaign, there was a comprehensive social campaign going on as well where the brand created Facebook events with the dates and locations of their stops. They posted live streaming videos of the experience on Facebook, Twitter and various other social media websites. There were edited videos posted, hashtags created, as well as entire experience-dedicated pages on platforms such as Facebook and Twitter. The brand didn’t just stop there; they went further and created unique pages to showcase the competitions, made regular posts at each stop. There were video testimonials shared, and they engaged with people through social media as well by tagging users who participated, following them on their socials.
By the end of the campaign, the ROI was $2.47 for every $1.33 spent, 55% of their target audience ended up buying Mountain Dew, and the brand received a 1000% spike in their Facebook Timeline interactions.
People want to have unique experiences that they can share about to others; they want unforgettable memories and memorable times. So brands should start going out their way to give consumers what they want, which will, in turn, help create a favourable impression in their mind about the brand.
As long as brands are creating personalised experiences for customers, there will be a response. Having a positive experience can also lead to lasting, spreading brand buzz. When the consumer gets a great and memorable customer experience, the chances that a customer will remember a specific brand increase, and so will their return to the brand. At the end of the day, experiential marketing can be an excellent tool for engaging with consumers.
Great experiences create unique impressions among consumers. So, if you’re looking to create an unforgettable Digital Experiential Marketing Campaign, drop us an email at firstname.lastname@example.org, and we’ll help you create a memorable one.
If you’re curious as to what else we do, view our works at https://infinitycore.sg/.