Though known for being a car agency, Volkswagen has been known for extending their brand beyond the automobile industry. One way they were capable of do so was by developing a concept called “the joys theory” by which they attempt to pivot people’s behavior by adding a factor of fun. For this experiential advertising example, the Volkswagen team cleverly created “piano” stairs in a subway stop in Germany, right next to the escalator. This led commuters to select the steps, gambling their very own tunes as they went up and down each step.
As a result, 66% more people chose the steps as hostile to the escalator. During SXSW pageant in 2014, Oreos’ parent company, Mondelez International, came up with the assumption of mixing Twitter, 3D printing, and the basic Oreo cookie all into one experiential approach. People can be capable of receive a uniquely flavored Oreo cookie made by the 3D printer that may be desperate by which flavors were trending on Twitter during that very moment. Mondelez International described the experience as “deliciously hyper customized and customised snacks in keeping with real time data assortment. ” Putting a fashionable tech twist to a classic cookie was a superb way to catch the consideration of SXSW attendees. As shown by the above examples, partnerships can play a serious role in a success experiential campaigns.
In some cases, even accidental partnerships can have a meaningful impact. In 2015, Zappos thought of an exceptionally clever way to capitalize on a Google’s own experiential campaign. Google was giving out cupcakes to anyone who shared an image using their photo app. Zappos brilliantly took skills of the opportunity by developing their very own “free stuff” giveaway that required simple one time donation—a cupcake. Zappos set up a mysterious cardboard box right next to Google’s cupcake truck and each time someone would provide their cupcake to the box, the box would return cool gear such as an eye, gloves, and naturally, shoes.
The setup in Potters Field consisted of three separate zones by which Londoners could engage in dissimilar reviews. Zone 1, The Sensitivity Zone, provided a ten minute dental sensitivity check up by expert dentists. Participants may also win prizes by gambling the “How Sensitive Are You?” buzzer game which consisted of guiding a metal ring through winding metal wires with no need the 2 touch. Zone 2 was set up with a 13 foot tall molar, providing a great chance for attendees to take photos and share them on social media. And finally, Zone 3 was an attempt to interrupt the Guinness world record for the realm’s largest oral hygiene lesson. 232 people partook in the general public lesson and everybody walked away with more knowledge on the subject of dental hygiene.
This experiential crusade consisted of a nationwide tour of Doc McStuffin check up clinics, traveling to 20 cities and establishing in retail stores such as Tesco’s, Smyths, and Toys R Us. Children were invited to conduct 10 minute check ups on larger than life sized teddy bears who were in need of a analysis. While waiting their turn to play doctor, toddlers got Doc McStuffin toys to play with along with coloring books and puzzles. After each child accomplished their analysis, they were presented a Doc McStuffins certificates and given a free “Doc Is In The House” door hanger. This creative campaign led to a 5.
3% increase in propensity to purchase, interacting with over 7,700 infants in the method. 87% said they’d put forward Doc McStuffin to other parents. All attendees who entered the AmEx adventure were given RFID enabled wristbands that captured fans’ on site reports into a customised email. One a part of the onsite experience covered a 180 degree rally cam which featured a video camera and backdrop of Arthur Ashe stadium, enabling fans to take pictures and upload them to social media. Additionally, there was a life size hologram of tennis champion Sloane Stephen with whom AmEx card member could pose for images with.
Finally, the on site setup covered a text cafe that served as a electronic hub of varieties, enabling attendees to charge their phones while watching a live newsfeed aggregator of US Open fan buzz from all over the world.