It’s all aboard with First Great Western, as they deliver a recent example of simple, effective experiential marketing. Proving that an experiential campaign doesn’t have to be off-the-wall, the train company took a Scalextric model train set on tour in a nostalgic promotion to complement its £6million “Be a Great Westerner” multi-media advertising campaign.
The nice thing about this one is the interactivity and the way it brings the UK to life and highlights all the great stuff to do. First Great Western campaign manager Jamie Anderson said: “Supporting our Be a Great Westerner advertising campaign, this model showcases the entire Great Western network and helps to remind people of some of the beautiful attractions available on our own doorstep. Not only that, it also brings back childhood memories of setting up the Scalextric on the sitting room floor and is great fun.”
The aim was to promote the South West as a tourist destination. Want to check out the dramatic scenery of the Clifton Suspension Bridge or whizz past the National Assembly for Wales’ Senedd building? Models of these landmarks were placed en-route and the track visited key events going on in the area.
The interactive element allowed people to try their hand at driving the branded train along a model track in the ‘First Great Western Challenge’ and. Times were recorded on a scoreboard to see who can make it in the best time – there’s nothing like a bit of competition to get people stuck in.
The useful bit for First Great Western is that customer data is captured and the train company can offer timely, targeted deals and promotions going forward. More proof that experiential marketing isn’t just about short-term brand awareness – interactivity makes this a brilliant marketing tool for long-term, measurable results.
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.
