Golden retriever at #giveafetch

Experiential Case Study: Camp Bow Wow

Camp Bow Wow reached out to The Pineapple Agency looking to increase brand awareness through experiential.  They knew they wanted an 8 foot gumball machine that dispensed tennis balls and a dynamic event that would attract and capture the hearts of dog owners in 5 key markets across the US.

That was the beginning of the #giveafetch campaign.  The five #giveafetch events kicked off national dog week in Denver, Cleveland, Atlanta, Paramus, and Dallas with a weekend of fun.  Guests at the events met ultra-famous doggy influencers, got a free caricature of their pooch, mingled with dog vendors, dog owners, and local animal shelters, and lined up at the giant gumball machine for a photo opportunity and a perfectly squeaky Camp Bow Wow ball.  One lucky winner received the golden ball and one full year of free doggy day care!  But that’s not all, Camp Bow Wow set aside $50,000 to support pet welfare and invited guests to vote on their favorite animal shelter.  Three winning shelters from each city received a check from Camp Bow Wow to help them carry out their mission.

The #giveafetch campaign was a success attracting thousands of participants and generating:

  • 6K uses of #GiveAFetch on Facebook, Instagram and Twitter
  • 4.8M Facebook ad impressions
  • 10.1K unique users on giveafetch.com
  • 185M media impressions from 133 placements
  • 14K impressions from branded Snapchat filters
  • 58 dogs adopted
  • $50k donated to local shelters/rescues

Camp Bow Wow is the nations leading doggy day care with a true passion for dog wellness.  They wanted to promote the importance of responsible pet ownership and celebrate the special things we do for our dogs.  While the events boasted multiple engagement points, lots of socializing for pooches and owners alike and plenty of free doggy goodies, it was the spirit of doggy love that stole the show.

This activation left every tail was wagging long after the event wrap.

Interested in taking your events to the next level?

Let’s chat.

Man wearing VR headset and painting

Virtual Reality and Experiential Marketing

Virtual Reality(VR) is a wondrous playground.  Done right, VR creates an unforgettable experience, leaving an emotional connection with the consumer.  Engaging consumers with creative ideas that shock them, can transport them to another place and time.  VR is seeing a computer generated world through goggled lenses.  Imagine, providing a customized experience that the user can immerse themselves in.  This is next level marketing my friends.  Doing this right means connecting the consumer with storytelling on a much deeper level.

Making the Unreal Feel Real.

Virtual Reality and Experiential Marketing

Today’s technology allows experiential marketers to deploy Virtual Reality as part of their bag of tricks.  The addition of VR can make a marketing campaign come alive, literally.  What do VR platforms look like?  Words can’t do it justice.  These platforms are experienced rather than discussed.  They create a world where the user is swept up into something magical.  An experience that will leave an indelible impression, the goal of all experiential campaigns.  This is what makes VR the ideal partner for experiential.

Don’t you want people lined up outside your store?  You won’t get that using generic banner ads.  You get that attendance by creating an enveloping world for your audience to escape to.  You make them feel part of the story—and in some cases, you help them tell the story themselves.  People want to take part in experiential/VR marketing campaigns.  Matthias McCoy-Thompson explains this in a cool, psychedelic way:

“Because our minds respond to virtual environments the same way we do to real ones and the virtual environment can be manipulated to fit any situation, marketers can perfectly design simulations to make products more desirable.”

VR combined with experiential has higher user engagement and often, higher retention.

Benefits of VR in Experiential Campaigns

VR and experiential is all about one thing:  helping the consumer experience something without requiring them to physically be there.  Imagine trying on clothes in a high-end department store without actually visiting the store—or the city in where it’s located.  Are you in the market for an engagement ring for your fiancée?  Build that ring from the confines of home and slip it on her finger for her to see.  With the help of innovative tech, the consumer can control their environment remotely.  This is how VR is changing experiential.  Experiential campaigns can now scale on an unprecedented level.  This enables them reach an untold number of consumers.

Virtual Reality and Experiential Marketing

Experiential is combining with VR to make marketing content social.  Having your campaign go viral means more engagement from audiences—in many instances, global audiences.  You’re creating millions of brand advocates in one fell swoop.  This is social thought leadership of the highest order.

What Pineapple Can do for You

The Pineapple Agency is at the forefront of creating edgy, fun and incredibly wild virtual reality and experiential marketing campaigns.  We push the boundaries of creativity to give our clients—and consumers—a one-of-a-kind experience.  We believe the advances of virtual reality will inform experiential.  This allows us to connect with consumers on a deeper level than ever before.

In need of the next wild and crazy idea?

Let’s chat.

 

Man swimming and doing the breast stroke

“A New World” – Top Activations from 2016 Rio Olympic Games

Sporting events get no bigger than The Olympics. A colossal world-wide spectacle, the Olympic Games feature supreme athletes. There’s also no shortage of media messaging. Brands are looking to create a Michael Phelps-sized splash with consumers.

And what does grand spectacle need but more grand spectacle. Experiential activations are the perfect way to complement the magnificence of the games. Especially when brands like Coca-Cola and Samsung are setting the pace.

The Pineapple Agency knows a thing or three about awesome experiential campaigns. It’s what we do. We wanted to highlight a few amazing activations that impressed us, for you below.

Here are three examples of kick-ass experiential activations from Rio 2016:

  • Samsung: Fans were invited to Samsung Galaxy Studios to interact with the latest tech offerings from the company. Samsung featured Virtual Reality experiences so visitors could live the Olympic sporting life. At select studios there was a 4D experience. This allowed people to kayak as if they were actually on the water. Visitors could also try out Samsung products. The results matched the grand creativity. Samsung, praised for its activation, garnered an incredible 20,635 mentions and racking up an index ranking of 103 points. This made Samsung the standout sponsor of the 2016 Games. The closest competitor was our next entrant:
  • Coca-Cola: As part of their #ThatsGold Campaign, Coca-Cola created a fan zone designed just for teenagers. Smack dab in the heart of Rio De Janeiro. The space was inspired by the bubbles inside a Coke bottle. It also housed several experiential installations specifically designed for one purpose—to Tweet, Snap and share. For Coke, being teens being social was the thing. An estimated 150,000 fans visited the station during the games. Coca-Cola placed second to Samsung with 17,405 mentions and 94 points on the index ranking scale. Wow!
  • Panasonic: Panasonic’s Stadium of Wonders tech showcase was created to allow fans to design their own Olympic moments, and learn the history of the games. The Activation included the latest tech and showcased transparent screens and new Light ID technology. Experiential activations for a sporting event such as this should be big, showy and exciting. The Games themselves are a spectacle. If you’re going to compete with them, you better bring your “A” game and knock it out of the park. These brands understood this. They also understood who their audience was; creating something their fans were excited to be a part of.

Have you ever attended an Olympic event? Image, showing up for an event and taking part in an experiential campaign. Who wouldn’t want to jump into a bubble from a Coke bottle? I’m standing in that line all day.

Want to learn how The Pineapple Agency can inject a little spice into your product or brand?

Let’s chat.

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?

Let’s chat.

 

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?

Let’s chat.

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?

Let’s chat.

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.

Reebok3

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.