Ingenious Types of Experiential Marketing You Need to Focus on in 2020
Experiential marketing has been around for some time but has only recently manifested its slick new identity. In the past, it’s gone by guerrilla marketing, engagement marketing and event marketing by some. However, the current name really captures the nature of its goal.
Brands need to focus on more innovative ways of capturing the dwindling attention of consumers. Here are some absolute ingenious types of experiential marketing and the brands who are harnessing it in inventive ways:
- Missguided’s Finger on the Pop Culture Pulse
- Samsung’s Impressive 3D Display
- Lean Cuisine’s Shareable Installation
- Luxury Brands like Charlotte Tilbury Becoming Relatable
- Digital Immersion: Topshop & Nokia
1. Missguided’s Finger on the Pop Culture Pulse
Credit: Prop Studios
For the opening of their 20,000-foot flagship space in London, Missguided went all out to create an in-store experience that intertwines its brand and target market.
Vending machines were installed selling the dreams and tears of their iconic mythical creature mascot. And what could be more pop culture than unicorns?
Unicorns were one of the many experiential elements of the brand’s first physical store. In addition to unicorn dreams, there were props for taking selfies and a bejewelled pink monster truck.
The experiential part of the goal was to take this predominantly online store and disrupt the bricks and mortar market leaders. The store set itself apart from competitors by making sure it was an experience that would resonate with customers.
You can take inspiration from this by aiming to surprise existing and future customers and have them encounter your brand in a totally unexpected way. It can be like Missguided opening a brick and mortar store or something completely outside of the box to grab attention.
2. Samsung’s Impressive 3D Display
In 2020, a common experiential marketing trend will continue to be the use of technology to increase customer engagement. And this isn’t a new thing.
To debut their innovative 3D TV, Samsung designed an impressive 3D projection mapping display on the Beurs van Berlage in Amsterdam. Although this activation was some time ago, it’s still relevant in today’s more innovative marketing approach.
Within a day, recordings of the display flooded sites such as YouTube and Facebook, creating a buzz on social media. It showcased the historic building crack before your very eyes, releasing fluorescent butterflies and filling up with azure waters and marine life. The finale sees the building drained, unveiling the new TV surrounded by beautiful nature.
There was no better way to demonstrate the real-life quality of their 3D product, other than the use of impressive projection mapping. Believe it or not, it isn’t so difficult to pull off.
3. Lean Cuisine’s Shareable Installation
Lean Cuisine constructed an interactive art wall at Grand Central Station in New York City. The wall was designed to take away the anxiety and negativity of stepping onto a bathroom scale.
Social media was an integral part of this campaign from start to finish. Their customers were asked to “weigh what matters” on their social media accounts and then the answers were painted onto scales by an artist to form the installation.
With the hashtag being such an essential part of the installation, anyone wanting to take pictures of the wall and share on social media knew exactly what they needed to participate in the online buzz. Lean Cuisine saw a 428% increase in social media mentions, creating a vat of user-generated content to utilise.
You can encourage your target market to get involved by doing something similar. Host events, competitions and everything else that gets you social media traction. Not only is it the best form of exposure but it’s also perfect for generating content to use in your own marketing efforts.
4. Luxury Brands like Charlotte Tilbury Becoming Relatable
High-end makeup brand Charlotte Tilbury opened a decadent beauty boudoir in London, letting visitors experience luxuries like plush velvet sofas and ornate fixtures but juxtaposing with high tech features. With virtual reality mirrors, it allowed customers to see popular makeup looks digitally overlayed onto their reflection.
Additional services included product personalisation, such as five-minute scent bottle engraving to truly make the experience memorable. Although it’s a well-known luxury beauty brand, it positioned Charlotte Tilbury as relatable, closing the gap between consumer and high-end brand with a white-glove experience.
There’s nothing more relatable for consumers than everyday people being able to touch and experience luxury items. Making them feel involved is a surefire way to turn their curiosity into custom and bring your business to life. So if your brand is affluent, it can work in your favour to appeal to everyday individuals once in a while. Product demonstrations and showcases are a perfect way to do so.
5. Digital Immersion: Topshop & Nokia
Fashion retailer Topshop gave members of the public a unique front-row view of their exclusive runway show during London Fashion Week. Using a 360° panoramic video stream, competition winners got to experience this in their flagship store. They witnessed models storm the runway and could look around as if they were sat among celebrities.
Nokia is another example of a brand embracing digital immersion. They created an interactive projection mapping initiative in Covent Garden to illustrate new map capabilities on their smartphones. With face-tracking software and a wireless camera, movement from passersby created the display, spawning arrows from every action.
Involving everyday people in this unique way makes your brand memorable, especially with the use of technology like VR and 3D projection. That’s why we’ve created a resource to help you better understand them so you can use them in your experiential marketing campaigns.
Focus on Experiential Marketing’s Best Friend: Projection Mapping
If you want to gain a better understanding of projection mapping and how to implement it to produce successful experiential campaigns, look no further. We’ve put together an all-in-one resource with everything you could possibly want to know about this innovative technology.
The resource covers everything, from the different types of projection mapping to what you can achieve. Download your free copy below.