This is a great example of how experiential campaigns can turn consumers into great brand advocates. The Australian iced coffee brand Ice Break demonstrated the value of being truly social, transparent and responsive in their recent ‘Ice Break: Paul’ campaign. This is a great example of how experiential campaigns can turn consumers into great brand advocates. The Australian iced coffee brand Ice Break demonstrated the value of being truly social, transparent and responsive in their recent ‘Ice Break: Paul’ campaign. 
Mastering the different stages of a decision journey and understanding what works in the live environment can shift your consumers from awareness towards usage and advocacy.