Experiential marketing conjures up a world of exciting, involving and engaging activities & yes there are some amazingly creative campaigns out there. But what is the one thing that as marketeers we should always be mindful of? Keeping it simple
Of course there needs to be something that grabs the attention of the consumer that makes them want to participate & connect with the brand. But this does not have to be an expensive, uber cool installation - simply getting a consumer to taste your product can be all it takes.
Last summer, iD delivered the “Don’t knock it til you’ve tried it!” campaign for Lipton ice tea – a taste trial strategy that tackled the negative taste barriers for iced tea head on!
Blitzing offices, parks, commuter areas and city centres - our bold approach and clever targeting strategy caught peoples’ interest at a time when they needed a refreshing drink. Moreover, presenting each consumer with the “perfect serve” – a chilled bottle of Lipton iced tea to taste there and then, really got reactions, half a million of them in fact!
The (independent research) results are impressive - We increased consumption of the brand for both new and existing consumers AND were able to show a positive ROI completely attributable to the sampling activity. We also got people talking about the brand and their taste experience generating significant word of mouth scores.
Simplicity itself!
Caroline Deutsch
Group Account Director
iD Experiential
0207 428 1447