A change in season is the perfect excuse to kick off a new marketing campaign.
To celebrate the impending arrival of spring, and inspire your own seasonal campaigns, we thought we’d share some of our favourite seasonal experiential campaigns.
Spring: Mountain Warehouse’s spring lamb window
Activations with the cute factor always draw a crowd, as Mountain Warehouse proved in March last year.
The retailer created what it claimed to be the UK’s first livestock window display, in which newborn lambs were placed in the window of the Fulham store, alongside seven-year old children, who were enlisted to cuddle and bottle-feed them.
The stunt was designed to showcase the brand’s new spring/summer range of lightweight jackets, breathable boots, picnic sets, festival kits and camping gear.
Summer: Snapple’s “High Tea” Tour
We all associate iced tea with summer, but Snapple upped the game by combining the summertime beverage with a fun summer adventure.
To launch their new range of Snapple White Teas, the brand hit the road for a “High Tea” Tour. They visited nine different cities in the United States over the summer – taking tea lovers to the sky – literally.
Participants enjoyed their beverages 1,500 feet off the ground, in branded helium balloons.
By combining a little adventure with free samples, Snapple provided an exciting, interactive experience that consumers’ will never forget.
Autumn: Borough Market’s Apple Store
In 2014, Borough Market opened its own ‘Apple store,’ to mark annual Apple Day, and the launch of its seasonal apple harvest. The London attraction created an artistic display of 1,000 of the oldest, rarest and most-loved British varieties of apple, which were also available to sample.
The activation emulated Apple’s tecchy in-store environments, with apple varieties adorning the walls and ‘apple gurus’ on hand to engage with guests.
Over 1,200 people visited, with many queueing outside to see what all the fuss was about.
Winter: Marmite’s Interactive Christmas Lights
In the first ever interactive Christmas lights installation on Oxford Street, Marmite promoted its limited-edition Gold Christmas jar in a campaign that centred around its ‘love it or hate it’ tagline.
Members of the public were invited to show the world what they think of Marmite, by submitting a picture of themselves wearing an expression of love or hate to the brand’s Facebook page.
The pictures were uploaded to a digital banner, which sat high above Oxford Street. This campaign worked for sheer novelty value, but importantly, it was also on brand.
Hotcow is a non-traditional creative agency that specialises in experiential marketing that goes viral. Our campaigns generate buzz through crowd participation, PR and content sharing. Contact us on 0207 5030442 or email us on info@hotcow.co.uk.
