Social media on phone in city

The Benefits of Combining Social With An Experiential Marketing Strategy

Combining Social With An Experiential Marketing Strategy

The business world is more competitive than ever. While the internet facilitates and simplifies many aspects of marketing for consumers, it has also leveled the playing field in a way that’s made it even trickier to stand out from the competition. Furthermore, it’s made consumers even fickler than ever. After all, if they don’t like the messages they’re seeing, they can simply click their way to greener pastures. As a result of these and related phenomena, experiential marketing strategy has quickly become one of the most effective ways to stand out in such a noisy marketplace of goods, services, and brands. When combined with social media, experiential marketing strategy can take your brand to places you’ve never dreamed.

The Benefits of Combining Social With An Experiential Marketing Strategy

On its own, experiential marketing is an excellent way to engage directly with consumers. By giving them a way to actively participate in the evolution of a brand, you simultaneously enhance loyalty and influence their future buying decisions. What’s not to like about that? Nothing, of course! Still, unless you’re a very large, visible brand, getting people involved in your experiential marketing events can be difficult. That’s where social media comes in. The key is engaging consumers where they are, and currently, most of them spend copious amounts of time on social media.

Social Media Marketing Evolved

The marriage of social and experiential has been a winning combination for some time. There have been some pretty great examples in recent years, for example, for Fashion Week 2014, Marc Jacobs set up the Daisy Marc Jacobs Tweet Shop, which only accepted “social currency” as payment. By social currency, the brand meant mentions on major social media channels. Consumers were instructed to tweet about the brand using the hashtag #MJDaisyChain and could then use those posts as currency with which to make purchases from the shop. Talk about a seamless blending of social media and experiential marketing!

Fortunately, you don’t need to have the clout or resources of Marc Jacobs to make the most of experiential and social. A very popular experiential marketing technique is to hold a pop-up event for a brand. It must be engaging enough to compel attendees to want to participate. The question, though, is how to ensure event awareness. The usual tactic is to hold the popup somewhere where there’s guaranteed to be a ton of foot traffic–preferably of the desired target demographic. By using social media to raise awareness, pop-up events have a better shot at being successful and garnering the desired attendance.

In addition to marketing special experiential events, social media can also be used to engage consumers after events to keep your brand top of mind with engaged consumers. For example, consumers can be encouraged to share their experiences on social media in exchange for coupons or other offers after the event. When it comes to experiential, social can truly aid in its effectiveness. We like to think of social as the peanut butter to experiential’s apples. There’s nothing wrong with taking a dip and seeing how sweet it can be for your events!

Want to talk about how The Pineapple Agency can create a dynamic experiential marketing strategy for you?

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Beer being poured from a tap

How Challenger Beer, Wine and Spirits Brands Can Compete Using Experiential Marketing Tools

The beer, wine and spirits industry is evolving. There is a consumer trend toward premiumization in spirits, more consumers are drinking wine for its diverse flavor profiles and there’s a shift toward higher-quality beers, which has stimulated growth among craft brewers.

In fact, Eugene Kashper, the millionaire owner of Pabst Brewing Company, believes the beer category will continue to shift away from mainstream lagers and be dominated by super-premium, craft, cider, flavored malt beverages and import beers — categories that will make up 70 percent of sales by 2025 by his projections.

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For years, Goliaths such as Anheuser-Busch InBev, Constellation Brands, and Brown-Forman have led the industry leveraging their massive advertising budgets. But, with consumer palettes continuing to change, there’s now an opportunity for challenger beer, wine, and spirits brands to take market share.

To compete, though, challenger brands must outthink rather than outspend these category dominators. The success of a challenger brand’s marketing is about creating passion through advocacy and activation, not ad spend.

Challenger beer, wine, and spirits brands are increasingly turning to experiential to make a deeper connection with consumers. Once an afterthought to traditional advertising, events are now a cornerstone of many marketing plans. In fact, experiential and event marketing budgets increased by 6.1% in 2015 according to the EventTrack 2015 report.

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In an increasingly digital world, experiential activations are providing consumers a full sensory experience including the opportunity to taste, smell and play with brands — in person. Live, face-to-face, events are being used to gain visibility, entertain and educate. These activations create an emotionalconnection to a brand that cannot be duplicated with mass advertising.

From these events, enthusiastic customers develop a personal link to their favorite beer, wine and spirits brands. They take to social media as an outlet to express their knowledge and passion. This drives word-of-mouth, which

Millennials rank as the number one influencer in their purchasing decisions about packaged goods.

Furthermore, 84% of consumers say that they either completely or somewhat trust recommendations from family, colleagues, and friends about products and services – making these recommendations the highest ranked source for trustworthiness according to Nielsen.

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Where Should Challenger Brands Start?

  1. Research – Focus on brand, demographics, competitors, trends and marketing theory/tactics.
  2. Imagination – Ideate the visuals, sound, fragrance, interactivity and taste possibilities.
  3. Strategy – Build an in-depth strategy that keeps ideas effective before, during and after the event, both live and digitally.
  4. Fabricate – Design, build, and customize elements to meet the needs of the project.
  5. Creation – Bring the strategy to life in an immersive activation.

With the right experiential strategy and execution, challenger beer, wine,   and spirits brands can use events to develop brand advocates and leverage social media for unprecedented reach. Experiential is the fire and social media is the fuel that will allow these challenger brands to unseat the incumbents.

http://www.brewbound.com/news/eugene-kashper-transforming-172-year-old-pabst-brewing-company-underdog-startup

Can your brand utilize experiential marketing?

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Bud Light neon sign

Case Study: Bud Light House of Whatever Activation

Challenge:

In the height their “Up for Whatever” or “Summer Bucketlist” campaign, Bud Light wanted to continue its momentum of engaging and building loyalty among the Millennial market. The summer was almost over, but it came to Bud Light’s message, the party wasn’t over yet. Bud Light hit the musical festival circuit and fabricated its own specialty viewing area, ‘House of Whatever’ within TomorrowWorld campground. The challenge was to develop an experiential strategy that would engage and excite Bud Light consumers by creating sharable moments at a major music festival while cutting through the clutter of an already crowded experience.

Imagination:

Bud Light had extreme success with the Up For Whatever campaign for the last few years. In 2015, they decided to extend the campaign to music festivals. The music festival industry has skyrocketed, so choosing the correct festival with the right demographic that aligned with Bud Lights message was no easy task. After conducting extensive research, they choose TomorrowWorld in Atlanta,Georgia. With around 160,000 attendees over three days, Bud Light looked to cut through the clutter of traditional festival marketing. When consumers are there for the music experience, grabbing their attention away from it needs to be relevant, authentic and exciting. Thus, the Bud Light House of Whatever was custom fabricated to not just market to consumers, Bud Light wanted to elevate their overall TomorrowWorld experience.

To help Bud Light build excitement and attract attendees to the House of Whatever, The Pineapple Agency created and executed three activations that were unique, immersive and could relate to festivalgoers lifestyle. Though we didn’t create or physical fabricate the House of Whatever, The Pineapple Agency teamed up with Bud Light to create the attendee experience at the House of Whatever to be a memorable and share-worthy experience.

Creation:

Bud Light enhanced the TomorrowWorld journey for its fans throughout the festival, from a main stage-viewing platform to the Bud Light Camp of Whatever in Dreamville. Bud Light even created six custom TomorrowWorld Beer cans' – designed by TomorrowWorld artists, which correspond with the festivals fairytale theme. The cans were an absolute hit and sold out at the festival.

The Pineapple Agency wanted to create an overall experience within the House of Whatever, to bring fans in and keep them engaged. Because of our agency background in creating and producing major music festivals, we had a great understanding of the demographic and how to engage them. With just a few weeks to create, plan and prep for one of the largest music festivals in the country, we jumped into the festival experience to create something unique and relevant.

The Pineapple Agency strategized and implemented various activations to meet the objectives of the overall experience. The Pineapple Agency created Totem Poles for fans to bring to life. Attendees of music festivals often build custom made totem poles that represent their groups or themselves personality. You often see funny, scary or even politically charged creations. In many cases, the totems are photographed or videoed by fans and press and one of the first things you recognize in the photo or video. The idea to allow fans to build custom Bud Light branded totem poles was a perfect choice. The Pineapple Agency created an assortment of unique totem accessories, enough to make over 2,000 totems. By the second day of limited hours of operation, all 2,000 totems were created and being used around the festival property. Another experience The Pineapple Agency curated was a Creative Lounge. We wanted to create a place where festival attendees could relax and refresh before their next venture around the more than 1,200 acres of festival land. We created an area where they could get free massages, professional makeup artists and body refreshing products. If the attendee chose, they could also have a professional face painter create a magical creation that all their friends would envy.

  • 3 Day Music Festival – Grossed 94 Million, 160,000+ Attendees
  • 3,000+ interactions
  • 100% Fan Engagement
  • Custom Beer Can Sell out

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See how The Pineapple Agency can help you out with your next activation!

Let’s chat.

Game of thrones poster

Game of Thrones – Experiential Marketing Strategy

The wildly popular television program, Game of Thrones, returns for its highly anticipated sixth season on April 24. HBO has been flexing their marketing muscle to transport their millions of fans into the fantasy world of Westeros (and Essos) with the use of cutting-edge, outside the box experiential marketing strategy and activations. Take a look at how the show has implemented online and offline experiential marketing catch the eyes, imaginations and, of course, wallets of millions.

360 view of intro video

The title sequence of Game of Thrones has become an iconic part of the show as the viewer is treated to a birds-eye panning across the ever-growing map of the Game of Thrones universe. Using 3D video technology, the show invited users to immerse themselves in the world by allowing them to manipulate the point of view and explore the realm first-hand.

Game of Thrones and their experiential marketing strategy

Art The Throne

In this online video series, HBO introduced 5 artists who are commissioning works based on their interpretation of iconic scenes in the series. The installations were unveiled on April 20 in New York City.

Iconic scenes in the series for marketing activations

Siri

Even Apple’s doting (although sometimes sassy) digital personal assistant, Siri is showing her fandom for the show.


Do you watch Game of Thrones - Siri

Season 5 DVD Release

Previously, HBO unleashed dragons in major cities across the United States to create hype for the release of the season 5 DVD box set. While there weren’t any real dragons (sadly), these immense installations made it look as if a dragon had crashed down with visual skid and claw marks with displaced street lamps and trash cans. The experience ended with a special outdoor screening of a twenty-minute film and an appearance by one of the show’s stars. Share worthy moment indeed.

Dragons in major cities experiential marketing strategy

With all these teasers and activations, we can not wait for the first episode on Sunday. We will you be watching to see how HBO’s experiential marketing strategy will come to life.

Interested in Experiential Marketing?

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Sneakers in rain

Why Reebok’s “Are You Fast Enough” Worked

This recent experiential brand activation in Stockholm, Sweden, unsuspectingly confronted pedestrians with a challenge from Reebok. In order to promote their new shoe, the Reebok ZPump 2.0, the company set up a display case full of shoes that also had a speed camera. The challenge to the consumer was simple: run faster than 17kilometers per hour (approximately 10.5 miles per hour) and you win a free pair of the shoes from the display case.

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While not the first challenge of its kind, Reebok’s “Are You Fast Enough” was able to engage consumers and showcase its brand in a way that was in line with the company’s tagline “Be more human.” The fun, competitive atmosphere created something that was “disruptive and unique,” according to Markus Schramm of ad agency Animal, which created the project. The results were staggering with 172,992 Youtube views in the first 48 hours.

Why it worked:

– Reebok’s “Are You Fast Enough” tapped into one of the fundamental human natures: competition. By creating a challenge rooted in their branding goals, the company was able to effectively reach and engage customers in this experience. It also gained the attention of many advertising and marketing publications from around the globe, so not only did it engage and excite consumers, it has a lasting impact long after the marketing campaign was implemented.

– T8183923_reebok-will-give-you-a-free-pair-of-shoes_4d99feb_mhis project is a great example of how a company can take their brand and bring it to life via an experience. While the goal of any such activation is to increase awareness of the product, Reebok managed to not only create excitement centered around the product but also immerse the participants in the brand itself. By making running look fun, Reebok created an advertisement that inspired consumers to run and push their limits.

Interested in Experiential Marketing?

Let’s chat.

 

Elephant in the plains

Why World Wildlife Fund’s “#LastSelfie” Worked

WWF Last Selfie Campaign

From front facing smart phone cameras to selfie sticks, the selfie is a phenomenon now a cultural staple, and is constantly evolving into new trends since this campaign was launched. Unlike the Selfie, many animal species are not so lucky. Enter the World Wildlife Fund (WWF), one the preeminent conservation non-profits. Using the mobile social media platform Snapchat, the WWF reminded us of this sobering fact.

The World Wildlife Fund’s brand awareness campaign was centered around Snapchat, a mobile social media platform that allows users to send each other pictures and videos that disappear after ten seconds. The WWF realized that this fleeting functionality could allow them to highlight that time is also quickly running out for many endangered species. This was one of the first introductions to the Snapchat filters, and the way WWF used the social platform was both relevant and impactful to its core message for the campaign.

The activation of the campaign came as followers of The World Wildlife Fund’s Snapchat account received pictures of an endangered animal overlaid with a caption such as “Don’t let this be my #LastSelfie” or “Better take a screenshot this could be my #LastSelfie.” Accompanying these images was information that told the followers where they could go to help.

As a result, there were posts by 40,000 Twitter users that were seen by 120 million users which represents 50% of all users on the platform at the time. The WWF met its monthly donation target in just 3 days.

See the Youtube video here.

The Pineapple Juice:

  1. Many companies, including Snapchat themselves, have tried and struggled to monetize and mobilize their users. This campaign expertly wove together the theme of disappearing by choosing a social media vehicle that is known for doing just that, and now you can see countless brands using snapchat filters.
  2. The WWF had a maximum of 10 seconds to clearly display three important points: what their problem is, why you should care and how to take action. With such a small window of opportunity, the WWF clearly hit a home run.
  3. The WWF understood the value of Snapchat as a medium for reaching and engaging millennials. The Selfie and by association, Snapchat, promotes vanity and self-obsession but the WWF showed us how to flip this paradigm on its head and use the platform to affect amazing positive changes.

Ready to learn more about the Pineapple Juice?

Let’s chat.

Marketing strategy

5 Stats That Show How Marketing Is Evolving

board-1097118_1920Raise your hand if you’ve heard that only about one-third of marketers have a documented content strategy, or that B2B brands that blog receive 67 percent more leads. Now, kindly put your hand down. You work in an open office and look mental.

On an average day you see hundreds of marketing stats that are all seemingly the same. We decided to try and share ones that are both relevant and eye-opening.

Below, you’ll find 5 statistics that highlight the complicated and ever-evolving world of marketing. Hint: they all involve content and digital.

  1. 56% of display ads are never seen by humans. (Google 2014)
  2. 45% of marketers still don’t formally evaluate their analytics for quality and accuracy or, even worse, don’t know if they do or not. (VentureBeat 2015)
  3. 74% of readers trust educational content from brands – as long as it doesn’t push a sale. (Kentico 2014)
  4. More than 92% of millennials regularly watch digital video. (eMarketer 2015)
  5. Content marketing will generate $300 billion by 2019. Yes, billion. (Marketing Mag 2015)

At the end of the day, this is just a list of numbers. Our theory is that you should take these statistics and consider them in terms of a much larger story, the story that is your marketing strategy. The marketing industry is rapidly changing, companies need to create a strategy that is measurable, curate content that is relevant and useful for their audiences because digital video is about to take over the game.

Learn more about The Pineapple Agency!

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Ambient Marketing

At The Pineapple Agency, we love any kind of marketing or advertising that pushes the boundaries of the normal, and demolishes the mundane. Lately, we’ve been watching a relatively new and modern form of advertising known as “Ambient Marketing“.

Research has shown that the average person sees between 300-700 marketing messages per day. How many of these messages do you ignore? Have you ever seen an ad that really caught your attention? If so, what about that ad made you stop and take a second look?

What is Ambient Marketing?

Ambient marketing uses the ambient environment as a launching point for creativity and novelty, and spices up any mundane setting with an experiential twist. Though similar to guerilla marketing, ambient marketing is more subtle, and contextually tailors a marketing message or advertisement to its surroundings. All you need to pull off ambient marketing is the right context and a great idea, which will be unusual by default, but also creatively linked with the brand. Ambient Marketing, much like other forms of experiential, has the added benefit of being highly viral. When people catch something subtly out of place, humorous, and unique, they’ll want to tell everyone.

Here are a few of our favorite examples of ambient marketing:

Pepsi Max

Pepsi Max recently deployed a very useful and unique ambient marketing idea targeting music festival audiences, called “The Friend Finder”. The idea was to solve a very simple and common problem among festival goers: losing your friends in the crowd. To do so, Pepsi created an army of friend-finding drones that use GPS and a special app to reunite lost festival goers that were separated from their pack. What did Pepsi get out of it? Some subtle, yet effective brand impressions, and a pretty awesome viral video.

Urban Barn

Canadian retail furniture chain Urban Barn took a stab at Ikea, the big fish in the retail furniture industry, with this incredibly clever and humorous ambient marketing campaign, which they set up on the streets right in front of their stores.

Urban Barn no assembly required ambient marketing

Scotch-Brite

The 3M group brand that makes sponges showcased their cleaning skills with a giant sponge hanging from this very clean building.

Hanging a sign from a building for ambient marketing

The beauty of ambient marketing is that with the right idea, you don’t have to break the bank.

If you’re curious about ambient marketing, guerilla marketing, or experiential marketing of any kind, we’re here to answer your questions.

Let’s chat.

Experiential Marketing Campaigns: Mcdonalds We’re Lovin’ It

Man eating hamburger at a restaurant

Experiential Marketing Campaigns: We’re Lovin’ It

In recent years, mega brands like Coca Cola, Red Bull, and Budweiser have been filtering more and more money into their experiential budgets. As more money has been piped in, we’ve seen these experiential marketing campaigns become more creative, more adventurous, more bold, and more extravagant. However, on March 24th, McDonalds took things to a whole new level: 24 different experiences in 24 different cities. All in 24 hours. These experiences ran the gamut from a giant ball pit, to giving out oversized straws at the drive thru, to a life-sized maze, to a pajama party. Each of these experiential marketing campaigns: We’re Lovin’ It was designed to “give the gift of joy” to the people who were apart of them.

McDonalds Experiential Marketing Campaigns

Why is McDonalds, a brand that spends billions on TV commercials, print ads, and social media campaigns, funneling so much money into experiential?

Because they know the power of creating an emotional connection. By giving people the “gift of joy”, McDonald’s reached outside of the TV screen, printed page, and radio waves and actually touched someone’s life – made them feel something. These strong pleasurable feelings become associations with the McDonald’s brand, and lead to an incredible response from consumers. During the course of the day, McDonald’s saw over 40,000 total mentions of #imlovinit – 850 times more mentions than on an average day.

At this point, you may be thinking: “that’s all well and good for a mega-giant brand like McDonald’s, but we just can’t afford an experiential component to our marketing strategy.” Good news: you’re wrong. Unlike traditional media like print, TV, or radio advertising where you pay for an audience, experiential creates your own audience and increases reach by spreading virally via social media. With the right idea, you can still make huge waves with your customers without a Big Mac Mcbudget.

Interested in working with us?

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