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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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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TD Bank Goes Big on Another Experiential Marketing Campaign

Stock image of coworkers working on project

TD Bank Goes Big on Another Experiential Marketing Campaign

TD Bank has been one of the most successful companies in the banking industry using experiential marketing to create a loyal following of their brand. TD has given out umbrellas and pizzas to customers, and even created a custom ATM machine that gave customers personalized thank you gifts for making their transaction with TD Bank.

TD Bank took another big step with their new experiential marketing campaign, #MakeTodayMatter. TD Bank introduced the campaign on their social media outlets and asked customers what miracle they could create in their community if they were given $30,000 and 24 hours to make the project a reality. The bank sorted through thousands of submissions and narrowed them all down to select 24 customers in 24 different cities. The 24 customers who were selected had 24 hours and $30,000 to make miracles happen in their community.

TD Bank highlighted all of the work in the communities in a YouTube video, showcasing the touching stories of how $30,000 completely changed the lives of those affected by the #MakeTodayMatter campaign.

The results of the campaign were astounding. The selected participants improved the lives of those in their communities: helping with building handicap accessible ramps for neighbors, crafting an extravagant gala for girls in a Philadelphia foster home, and funding the equipment for a local football team.

TD Bank touched lives with this campaign, and while doing so the company was able to create a more loyal fan base. The YouTube video has garnered over 5 million views and the company’s Facebook page has had over 5,000 new likes since the campaign was introduced. 

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Pink Fiat Floats Through Amsterdam – Event Marketing Strategy

pink fiat

Event Marketing Strategy – Pink Fiat Floats Through Amsterdam

With the increasing exposure and popularity of the LGBT rights movement, many brands have realized the potential opportunity to connect with a loyal fan base, while showing support and acceptance for the gay community.

One such brand is Fiat, who’s 500 model has been awarded “Gay Car of the Year” in 2008 and 2010.

Though these awards are impressive, Fiat started feeling like they may be losing touch with the LGBT community, and needed a more outrageous type of event marketing strategy. The company was very aware that the Fiat is popular among the gay community and they used that knowledge to their advantage.

To accomplish this, they drove a bright pink Fiat 500 right through the gay pride parade in Amsterdam. This creative activation by Fiat made waves… literally. Did we mention it was a floating parade that it took place in a canal? Fiat’s pink version of its car, branded with a bold #WeLovePink hashtag dashed through the canals drawing attention and excitement along with it.

Fiat floats down canal as part of an event marketing strategy

Video Transcription:

This is the Fiat 500, popular in the Netherlands, and even more popular in the gay scene!
But that’s been for awhile… Gay Car of the year 2008 and 2010
Time to revive our mutual love in front of 300,000 spectators at the annual gay pride canal parade
What… What … Canal parade? But that’s on water…

#WeLOVEPink
Fiat

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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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