Why Should You Consider An Experiential Marketing Campaign?

Wrangler billboard with bull that has smoke coming out of its nostrils

Why Should You Consider An Experiential Marketing Campaign?

In the past few years, the marketing and advertising landscape has changed drastically. Traditional media used to be the most efficient way to reach your audience, but times have changed. All too many companies are employing the same strategy they have used for years, or are taking a “copy-cat” approach to gain new customers. Digitally, we are getting bombarded with intrusive web ads and thousands of posts on Facebook, Twitter, LinkedIn, Google+, Pinterest, and Instagram. All of these media messages being thrown at us on our phones, laptops, tablets, billboards, magazines, etc. have resulted in an insanely abundant amount of clutter that is making us all go crazy.

Although traditional and digital media strategies can be effective, they are slowly losing their power over consumers’ minds – audiences are ignoring marketing messages, staying off social networks, and fast forwarding through TV commercials. Consumers are tired of being marketed to everywhere they go (both physically and virtually) every single hour of every single day.

So how do you break through all of this clutter and mess? How do you create an emotional connection between a brand and a consumer without being annoyingly intrusive? How do you create an experience that is going to leave a lifelong impression and make your customer want to share your brand with everyone he or she knows? How do you get your brand out in the marketplace, to your desired target market, without being lost in the tidal wave of other marketing messages crashing down on consumers?

This is where experiential marketing comes in.

Put simply, experiential marketing is the best way to emotionally connect a brand with a consumer. Through the use of an immersive, interactive, and tangible experience, your brand can leave a long-lasting, memorable impression that your target consumer will want to share with everyone they know and will ever meet. Experiential activations can range in complexity and reach depending on the company executing them, but the key component of an experiential campaign is that the audience is engaged using as many of their senses as possible (not just sight, sound, or a combo of both). The end goal of every campaign should be long-lasting brand impressions/interactions, increased brand equity, improved sales, and a tangible return on your marketing investment.

At The Pineapple Agency, we combine our knowledge of traditional, digital, and experiential marketing to create strategic campaigns that are based on a unique, immersive experience that will leave consumers with lifelong memories.

We know that an experiential activation is the best way for a brand to break through all the clutter and really make a difference in the mind of the consumer. Our campaigns run the gamut from event activations, product tours, pop-up shops, to entirely custom, curated experiences. We aren’t afraid to think outside the box to captivate your audience by building a giant gum ball machine that dispenses robots, a smoke-blowing bull sign, or an 8-foot laser cube. The more unique an activation, the better chance you have to engage an audience in a meaningful way that will inspire them to share their experience with your brand.

A live, in-person activation is the key ingredient in any campaign, but we also mix in digital and traditional marketing strategies in order to attract and engage the target audience in as many ways possible. To accomplish this, we craft every strategy to entice the audience BEFORE the activation, engage consumers DURING the event, and keep the conversation going AFTER the campaign. This all-encompassing strategy is the best way to ensure that the conversation is about your brand, and that your message is not lost in all of the other marketing clutter out there.

Interested in working with us?

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Why Cadillac’s Experiential Rebirth Activation Worked

Cadillac CT6 at car show

Why Cadillac’s Experiential Rebirth Activation Worked

Cadillac has been a popular staple in the U.S. luxury car segment for years, but the brand has been forced to develop a new identity, in order to reach a new target market and reveal its new flagship sedan, the CT6.

The new car reveal was the perfect landscape to launch Cadillac’s new brand identity, and there was no better place to do it then during New York’s International Auto Show. Cadillac started out its reveal the night before the opening day of the auto show, inviting journalists and influencers to the Duggal Greenhouse in New York City. The whole experience began as event guests were transported from the Ritz-Carlton Battery Park hotel to the venue location via either ferry (with Cadillac-branded elements) or a Cadillac sedan. This element gave a very premium, prestigious feel to the event and would eventually become the backbone for Cadillac’s new identity.

Once event attendees were at the Duggal Greenhouse, they were ushered into the main room through sets of oversize doors, ultimately leading to a series of panels with a projection mapping imitating the New York skyline, a direct nod to the company’s moving of its global headquarters to the Big Apple. One design element that was explicitly displayed throughout the room was the usage of white; everything from the stage, to the decor, to the car, was white, signifying the rebirth and reinvention of the Cadillac brand.

When all attendees made there way into the main room and were seated, giant LED video screens showed series of 18-second videos highlighting the new CT6 sedan, as well as new colors, patterns, and motifs that highlight the brand’s new identity combining boldness, sophistication, and optimism.

The experiential activation was captured and streamed live using the live video app Meerkat, allowing for those at the event to relive the experience after it was over. The digital takeaway also served as a great way for those who could not make the event have a chance to see what they missed out on, but also see what they can look forward to in the future from the Cadillac brand.

Why Cadillac’s Experiential Rebirth Activation Worked – The Pineapple View:

  • Cadillac started BEFORE the car reveal with a prestigious VIP experience by transporting the event attendees from the hotel to the venue either by a Cadillac-themed ferry or an actual Cadillac sedan.
  • Cadillac captivated the audience DURING the event by using storytelling and one of the latest experiential trends, projection mapping.
  • By capturing the content using Meerkat, Cadillac was able to engage with its audience AFTER the event had taken place, by giving them a digital takeaway that highlighted the event taking place, as well as the new Cadillac brand identity.

 

Overall, we believe Cadillac did an excellent job introducing its new brand identity by utilizing experiential marketing. By focusing on the BEFORE, DURING, and AFTER, the car company was able to engage with its audience in many ways and ensure that there was an overarching experience and journey, not just a typical new car reveal at the auto show.

Interested in working with us?

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Image of storefront branded with Nike swoosh

Nike experiential marketing went big, crazy, and interactive with it’s latest retail design.

A pop-up retail store featuring LED exterior walls mysteriously popped up on a busy New York City street corner during the week of the 2015 NBA All Star Game in February.

The giant shoebox structure changed designs as the activation went on, drawing thousands of people into the pop-up retail store. The experiential design was created to promote Nike’s new smartphone app, SNKRS, which allows consumers to customize their shoe buying experience.

The inside of the retail store was outfitted with interactive screens allowing shoppers to customize their desired pair of shoes and then share that design on social media. For those customers wanting to purchase shoes, they could design custom sneakers (Air Force 1, Air Max, Foamposite, or Air Jordan’s) and then the shoes would be given to the customer through a custom sneaker vending machine.

The Nike experiential marketing pop-up store was a big hit in NYC even though it only lasted a week long, but don’t worry sneaker heads, you can see Nike’s giant shoebox in a city near you in the upcoming months as the company officially unveils the new smartphone app in late Spring.

Check out the Nike SNKRS Shoebox on Nike’s Instagram page: https://instagram.com/p/y_GSEdAUcu/

Interested in working with us?

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