The experiential excellence collection: Keep on movin’

We live in a pretty cynical world. We can all agree on that. And at times, as we are inundated by brand messages and advertising campaigns, it can be sorely tempting to overlook the power that marketing can have. 

But those of us that have been involved in delivering experiential activations for many years know that live brand experiences can be highly moving, when the time is taken to do things right. Recently, four campaigns have caught my attention. All great examples of experiential excellence, and highly moving – in one way or another. 

Going the extra mile for MS patients

One of my absolute favourite things about virtual reality is that it can offer people the chance to enjoy previously-impossible experiences. For some, that might be the chance to swim with sharks or to visit the South Pole. But this rapidly-shifting creative technology can also be used to make dreams come true for people that have encountered big obstacles in life. 

I’ve been impressed this month by a new campaign from the National Multiple Sclerosis Society, which has been inventively using VR to help people with MS experience their lifelong passions once again, such as surfing and dancing. It just goes to show that, used with a clear purpose, VR can make a remarkable impact.
 

No regrets? Really?

Another memorable experiential activation recently made a big statement by taking a very simple approach. New York’s Strayer University erected a blackboard (remember those?) on the gates of a busy Brooklyn park and asked passers-by to share their biggest regrets with the world. Some of the responses will bring a tear to your eye. As part of the University’s bid to encourage would-be students to pursue their ambitions, the ‘regrets’ were captured in a film that’s now amassed over 4 million YouTube videos, with that figure rising by the day.
 

A united front from US voters

Everyone has a view on the upcoming US election, and the buzz is only going to intensify in the months ahead. JetBlue – well recognised for experiential excellence – recently tapped into this by orchestrating a fun stunt turned social experiment that gave the brand the perfect opportunity to join in the conversation. 

The airline offered a plane full of passengers a free round-trip ticket – as long as they could unite and agree on a destination together. Supplied with red and blue voting paddles, the discussions and conflicting views made for a compelling experience for all.
 

Pushing personal potential

And it would be impossible to talk about moving campaigns without addressing the great work that sports brands are continuing to deliver to capture consumer attention. An interactive outdoor ad from Reebok recently offered people in Sweden the chance to win a free pair of trainers – they just had to run past the billboard as fast as they possibly could. 
 

It grabbed a lot of attention from intrigued bystanders, but more importantly it brought to life the brand’s ‘Be More Human’ tagline and its focus on encouraging everyday people to achieve their best in exercise and sport. 

Proof, yet again, that experiential marketing has the power to move, and to get us all moving.
 

Joss Davidge is Director of the Unexpected at BEcause Experiential Marketing, the award-winning agency dedicated to enhancing Brand Love. Sign up to Joss’ next complimentary experiential marketing masterclass to learn about the most effective experiential marketing strategies.