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 intro

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.

Siri

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

Siri game of thrones

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.

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.

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.

– This 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?

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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?

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Marketing strategy

5 Stats That Show How Marketing Is Evolving

Raise 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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Advertising Inspiration is Key

Girl on a bike in front of white brick wall with creative branding

Advertising Inspiration is Key for Agencies

This ad from Wieden + Kennedy for Powerade is about life and basketball, and it’s a great example of how to use inspiration in advertising. Though there are many ways to get your message across, using advertising inspiration in the form of emotion is one of the best. Emotion draws the viewer in, and connects with them on a deeper level.

This ad grabs you as soon as the talking starts, and it hits you that you’re listening to the voice of the late Tupac Shakur. As you listen to him read a deeply inspiring poem written long before his death, you’re hit right in the gut with a strong stab of emotion. The poem speaks to something that lives within all of us – the desire for greatness. This dynamic use of emotion is a perfect example of advertising inspiration.

“We wouldn’t ask why a rose that grew from the concrete for having damaged petals, in turn, we would all celebrate its tenacity, we would all love its will to reach the sun, well, we are the roses, this is the concrete and these are my damaged petals, don’t ask me why, ask me how”
Tupac Shakur, The Rose That Grew from Concrete

The video tells us the story of Derrick Rose, a professional basketball player from Chicago who made it, in spite of his rough childhood and the numerous obstacles he faced to get to the NBA. The line: “we’re all just a kid from somewhere” speaks to the fact that everyone that anyone can do anything they put their mind to, as long as they are willing to put in the effort. It also shows that every professional starts as just a kid with a big dream.

CREDITS

Client: Powerade

Agency: Wieden + Kennedy

Production Company: Smuggler

Director: Jaron Albertin

Looking for inspiration?

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