We tend to talk a fair bit about how useful, progressive and downright effective experiential and buzz marketing is (or, to qualify that, can be when done right) – but we haven’t, in the last little while, taken stock and had a look at what’s going on in the wider world.
So, who’s doing what, where and why? Well…
San Miguel’s latest campaign is set to include a hefty experiential and buzz element with secret DJ teaser sessions in London and Manchester. These events will be hosted by a named act, who will be “briefed to invite their own friends, inspirations and label talent to perform – with the full line-up not being revealed until the night itself to stimulate word of mouth.”
Furthermore a social media campaign involving online seeding and word of mouth will be activated attempting to ensure that brand endorsement comes from the target consumers’ trusted sources – such as blog sites. The upshot is that, as a spokesman says, “The campaign feels authentic as the brand is behaving like a promoter, speaking to young urban people in their own language and pioneering the use of untraditional media they consume day in day out.”
Away from drinks promotion – something that, given its social aspects, lends itself beautifully to buzz and experiential campaigns – there is plenty of high-profile movement in this discipline currently.
A perfect example would be that of Cancer Research who, this summer, are seeking to drive awareness of key cancer prevention and early detection information with a touring roadshow. The roadshow, featuring interactive tests, professional advice and a special van that will specifically target harder to reach areas and promote “Sunsmart” messages in popular holiday destinations will be active between June and December.
This, it must be said, is a less common use of experiential marketing techniques, but one that has the potential to be very effective. People have an incredible ability to think “it can’t happen to me” in the face to health issues being highlighted in the traditional media. However, when physically shown how it can (and possibly will) happen to them they have every chance of reacting very differently. We’re looking forward to campaign statistics from Cancer Research in several months time.
Also in the “event” vein of experiential marketing is Innocent’s second annual Village Fete. After the success of last year’s event, expectations are high for the Regent’s Park extravaganza. The fete once again features brands that share Innocent’s values and ethos (including Eover, Puffin Books, Yorkshire Tea and Lonely Planet) to ensure that visitors have a truly interactive experience.
Once again, all aspects of the traditional village fete will be present along with some notable twists. This year’s event is likely to be more successful than last year’s (which was a huge hit) by virtue of the fact that word of mouth has almost certainly created a healthy buzz.
Finally, yet another industry is pushing forward experiential marketing in the shape of interactive roadshow work. Games giant Capcom has hired i2i Marketing to develop a pan-European roadshow to promote the MotoGP. The intention with the promotion is to make sure that the roadshow appears at race days, enabling attendees to enjoy a fully interactive gaming experience. An arcade of 13 multi-player gaming stations will be set up on an open, branded stand, with a large external plasma screen displaying the games in action.
Visitors to the stand will also be able to play other Capcom games including an arcade of 13 multi-player gaming stations will be set up on an open, branded stand, with a large external plasma screen displaying the games in action.
Visitors to the stand will also be able to play other Capcom games including Devil May Cry 4, We Love Golf!, Bionic Commando Rearmed and Lost Planet: Extreme Condition. The experience will be staffed by local brand ambassadors in each of the countries it visits.
So, as we can see – the summer months tend to bring out the roadshows and static outdoor events a fact that’s hardly surprising, but still good to note. On a final note, the summer also brings brand ambassadors out in their droves. In fact, if you’ve been keeping up to date with Wimbledon on the BBC text service you may notice them talking about the number of freebies being given out to those queuing in the morning – nothing like a captive audience eh?