Experiential excellence collection: technology’s not always the answer

The development of innovative technology over recent years has enabled marketing campaigns to reach unparalleled new heights. The use of VR, AR and other ground-breaking tech is a great, and proven, way to captivate the attention of consumers.

However, when it comes to experiential, flash technology isn’t always the key to a successful activation. What really matters is the experience that’s provided, whether it’s relevant to consumers and if it leaves behind a lasting impression in its wake. This doesn’t always require expensive kit – often, a healthy dose of creativity and a well-executed stunt can be just as effective.

This month, we take a look at four great campaign examples that needed very little technology to provide consumers with a highly-memorable experience. Three brands each cleverly used experiential to enhance brand awareness, while a well-known furniture store tapped into the power of experiential to spread an important global message. 

Cricket Wireless: When life gives you lemons

AT&T subsidiary Cricket Wireless recently delivered a highly-effective activation that was stripped back to basics. All it required was a wooden cart, a fruit squeezer, and a whole lot of lemons.

Cricket took the lemonade stand to a shopping mall in Los Angeles and asked passers-by to squeeze their own lemons. However, before they did so, they were encouraged to write something on the lemon that they wanted to banish, forget about, or change in their lives.

The simplistic campaign, supported by the famous phrase ‘When life gives you lemons, make lemonade’, triggered strong emotions from those that took part – resulting in superb video content that has since gained over 300,000 views on YouTube.

Quick: MEGA burger = MEGA coupons

We see a lot of billboards and bus stops used for marketing purposes these days. Traditionally, this is through the use of posters, but these static sites are also the perfect platform for the delivery of a host of technology-fueled experiential campaigns.

When Belgian fast food chain Quick wanted to promote the release of its new MEGA burger, it took an extremely simplistic approach to transforming billboards around Brussels. It created giant coupons which offered the new burger for €1 and then stuck them on to the boards.

The result was an amusing visual of members of the public trying to carry the coupons down the street, on to public transport and even in and out of cars.

This is an example of a straightforward yet quirky use of billboards to create brand awareness and get people talking.

Matt: The hangover of a lifetime

A sure-fire way to guarantee that consumers engage in an activation is to take the activation to them and provide something useful at a time of need.

Online mattress company Matt did just that when it provided hungover sufferers with exactly what they desired at the perfect time.

Matt offered up ‘The Hangover Bar’, located in Amsterdam, which was kitted out with luxurious beds, movies, a flow of Innocent smoothies, delicious food and even an oxygen tank – providing the perfect brand experience through a simplistic but creative stunt that left people smiling.

IKEA: Experiential used for hard-hitting effect

Experiential is often used as a way to provide customers with a fun, enjoyable activity. However, it also works extremely well when used to spread awareness of an important message.

This month saw furniture and home furnishings store IKEA create a hard-hitting stunt to promote the work that The Red Cross is doing to aid families in Syria.

In order to grab the attention of passing shoppers, it transformed one of its more traditional sleek and modern in-store showrooms within its flagship premises in Slependen, Norway into a replica of a Syrian home in the midst of crisis.

Once again, a fantastic example of a campaign that has used little technology used to create something very powerful that is bound to initiate a lasting impression.

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 masterclass to learn about the most effective experiential marketing strategies.