24 May WHY IS EXPERIENTIAL MARKETING IMPORTANT IN THIS DAY AND AGE?
Experiential Marketing has been one of the buzzwords of the marketing world since 2017, however, it is not a new form of marketing, and has been around for a long time.
But first, what is Experiential Marketing?
Experiential Marketing is a way for brands to build a memorable tangible experience for its customers. It can help a brand show its customers not just their products, but also what their values are. The more memorable the event is, the more likely these customers will share it with their friends and family, which would in turn generate engagement for the campaign and brand awareness
Though it may sound like event marketing, experiential marketing is less focused on the type of event, and more to the interactions that can be generated between brands and customers.
Why is Experiential Marketing useful?
Social Media users in Singapore in 2019 totalled about 4.6 million, as reported by WeAreSocial, out of a population of approximately 5.7 million. Mobile social users have also reached 4.2 million in Singapore, in 2019, this means that about 4 in 5 Singaporeans are on a social platform of some kind.
With these statistics in mind, adding an online factor seems like an obvious choice, experiential marketing can help to humanize a brand, and create positive lasting brand impressions, combining social and content can amplify efforts through many different channels.
Experiential marketing tends to be a highly interactive experience for participants, this can raise the amount of engagement and create a highly personalised experience. Research has shown that customers prefer to be involved in a new experience than simply reading or watching a video.
People enjoy experiences that are interactive and engaging, that’s why brands should use these experiences to help consumers build a positive sentiment towards brands.
Three of our favourite examples of experiential marketing
There are plenty of excellent examples of experiential marketing campaigns out there, but these are three of our favourite. There are more, but we decided to keep it short for this article.
Volkswagen: Piano Staircase
In 2009, Volkswagen turned a flight of stairs in Stockholm, Sweden, into a giant piano. Each step would create a different sound when stepped on.
Volkswagen didn’t just want to do fun, they wanted to encourage people to have healthier habits to go along with the automotive industry’s move into environmentally friendly products.
As a result, according to the video, 66% more people were choosing to take the staircase over the escalator at that subway terminal.
Having a “fun” experience mixed in with “good” experience is a good way to ensure that people will remember and talk about it with their friends and families, thereby spreading knowledge about it.
Rick & Morty: Rickmobile
When the animated series, Rick & Morty was set to return, Cartoon Network created a car that looked like Rick, one of the main characters on the series, and sent it around the United States of America.Information about the vehicle was broadcasted mainly through Social Media, creating buzz, and helping the campaign go viral. People would follow the location of the vehicle through a live destination page, and flock to the vehicle whenever it was near them. They could take photographs, and buy products related to the show, further increasing the buzz surrounding the show.
Social Media was a main reason in the success of this campaign, and brands should learn to embrace and find new ways to utilise a platform that a large portion of the human population is using.
HarbourFront Centre – Ramen Chomp Digital Game
Now, looking at an example closer to home would be The Ramen Chomp Digital Game as part of the “Savour Around the Clock” Campaign at Harbourfront Centre last year in June, in conjunction with the Great Singapore Sale. The objective was to reward retail shoppers who have made purchases in the Shopping mall.
The Ramen Chomp game focuses on gamification where participants would play a game of speed drum hitting, and the aim of the game was to chomp down as many bowls of digital ramen within 60 seconds.
By creating an unique interactive experience, participants were highly engaged and willing to participate. This helped develop a feeling of accomplishment, which in turn made them more interested in returning to the brand. It helped to encourage participation as well as viral retail traffic.
The loud drum hitting attracted almost 70,000 eyeballs and 680 gameplays during the 2 weeks event.
Find out more about the project here.
Experiential Marketing is all about thinking outside the box, brands shouldn’t be afraid to experiment and get inspiration from places. If the final product aligns with the brand, that rest assured, people will talk about it, generating chatter, improving brand recognition.
Infinity Core is a company with experience in experiential marketing. We work closely with companies to plan multiple avenues of engagement. We will be able to help create an unforgettable memory for participants.
Visit more of our works at: https://infinitycore.sg/
For inquiries, please feel free to drop us an email at: firstname.lastname@example.org