Here’s a good example of experiential marketing that demonstrates how a surprise element can yield great reactions from the audience and turn into a nice viral campaign.
During a furniture design event in Milan, IKEA decided to stand out from other exhibitors by hiding a 200-square foot luxury bathroom inside a portaloo.
From the outside it looked like any other portable facility, however, when visitors stepped into the loo, instead of finding the typical smelly plastic bowl covered with unidentifiable waste-substances scenario, they came across a fully furnished bathroom complete with hardwood floors and a shower.
Hidden cameras captured the surprising reactions of those who set foot inside, discovering a walk-in portal that led to a vast array of IKEA’s bathroom wares.
Now they just need to see about getting these installed on the festival scene!
Check out the video below and tweet us your thoughts @Hotcow!