There’s no doubt that the perception and importance of Experiential is shifting - it's no longer about increasing levels of bells and whistles around a product sample. Sampling will always have a place in the marketing mix but clients are increasingly investing in brand experiences for consumers that aren't just about the taste of a product; they're more about immersing consumers in the whole ethos of the brand.
Clients such as Britvic and their Drench brand are definitely falling into this category. Together we've created a three month running installation at Bluewater shopping mall. Drench have provided a 'top up zone' in which consumers can rest, relax and recharge in their own time, while catching up on their emails, charging their phones and listening to music - all on behalf of the brand. There’s no pressure from staff to take in brand messages or even try the products!
Taking on board that Experiential isn't a narrowly focussed discipline and not just about tasting a product, it gets me to thinking where we'll be taking it in the future. The future, for my mind, is having Experiential at the heart of integrated campaigns.
This year’s Sony Twilight Football campaign is a great example of a campaign where Experiential has done just this. At the core of the activity were seven, six a side football matches played in seven spectacular locations around the world, all at twilight and all on one day. The photography and video footage captured at the seven matches was used in the ATL advertising, as well as outdoor, press, online and in-store.
Well done Sony and isn’t it time other brands did the same?
Thanks,
Jack Daniels
Senior Account Director
iD Experiential
0207 428 1484
jackd@idinfo.com