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Experiential Marketing
Where Brand Meets the Senses
July 18, 2012

Christy Belden, VP of Media + Marketing, Leapfrog Interactive
LeapFrog Interactive
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Twitter: @LFI
        #LFIflashmob
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  www.leapfroginteractive.com/blog
Christy Belden
 Vice President, Media + Marketing, LeapFrog Interactive


                                                    PPC, SEO, social
                                                   media, email, mobile,
                                                   traditional—she’s
                                                   been there and done
                                                   that. She continues to
                                                   build a deep well of
                                                   experience and is
                • Experience: 11 years
Christy Knows




                                                   always in touch with
                • The Courier-Journal              the trends and
                • University of Louisville         strategies that provide
Marketing




                • SEMPO Certified                   a solid return on
                • Google AdWords                   clients’ investments.
                  Certified
Experiential Marketing
             What is Experiential
                Marketing?

                   History

             Types of Experiential
                 Marketing

           Why Choose Experiential?

            Examples/Case Studies

                Considerations

                 Questions?
What is Experiential
Marketing?
Definition
AKA: Guerilla Marketing, Relationship Marketing



Guerilla Marketing – coined by Jay Conrad Levinson
“It is a body of unconventional ways of pursuing conventional goals. It is a
proven method of achieving profits with minimum money.”


Relationship Marketing
“A form of direct response marketing campaigns which emphasize customer
retention and satisfaction, rather than a dominant focus on sales promotional
messages.”
Appealing to the Senses
Experimental Marketing connects brand with consumer through an emotional experience.




Sight             Hearing            Touch              Smell              Taste
“I've learned that people will forget what you said,
    people will forget what you did, but people will
       never forget how you made them feel...”

                          –Maya Angelou
The History of Geurrilla
Marketing

                                                                                               The Results
                                                           2000’s to                           • Increased exposure of the
                                                                                                 business, service or
                                                           present                               product and a good
                                                                                                 Guerilla Marketing idea
                                                                                                 will go viral
                                                           Advancement in
                          What Happened                    Technology &                        • Bigger brands bought into
                                                                                                 the concept as a way to
                                                           Introduction of Social
                          Next                             Media
                                                                                                 create more emotional
                                                                                                 and genuine connections
                                                                                                 with consumers
                          • Small businesses took the      • Made Sharing outlandish,
                            concepts and ran because it      creative, and shocking
                            was cheap.
 1984
                                                             advertisement easy.

                           • They used these concepts as • When someone shares a
 • Jay Conrad published      a means to get their name out photo, video, link or story there
   Guerrilla Marketing,      to the public efficiently      is no investment from the
   outlining secrets of subtle
                                                           business that uses Guerilla
   marketing and ideas for
                                                           Marketing
   big advertising results
   with little investment
Why Brands Are Using
Experiential Marketing
+ More creative

+ Spread awareness

+ More memorable (better recall)

+ To dodge “ad blindness”/get consumer attention

+ Create Goodwill for brand name

+ Emotionally connect with consumers

+ Involve consumer with brand

+ Budget conscious




                                                   Top: Nivea, Bottom: McDonalds
Most Common Forms of
Experiential Marketing
+ Digital out of home (DOOH)
+ Flashmobs
+ Sticker bombs
+ Outdoor displays
+ Outdoor exhibits
+ Street performance teams
+ Augmented reality
+ Digital scavenger hunt
+ Consumer events/exhibits
+ Contests
+ Causal Campaigns
+ What’s to come…
Examples and Case
Studies
Digital Out of Home
LeapFrog Interactive – Hamilton County Public Health (2011)

http://www.youtube.com/watch?v=teTRDo677jk&feature=plcp
Sticker Bombs
Jax Panik (pop band), Gauteng - South Africa (2010)

http://www.youtube.com/watch?v=osylspsGz2o
Outdoor Displays
Bounty Big Spills Campaign, NYC & LA (2009)
Outdoor Exhibits
Sprite Shower, Brazil (2012)

 http://www.youtube.com/watch?v=LxHJn0rGnPI
Outdoor Exhibits
Coca-Cola,Valentine’s Vending Machine, Istanbul (2012)

http://www.youtube.com/watch?v=z8YVgGhm92w&feature=endscreen&NR=1
Street Performance
Teams
TNT “Add Drama Button”, Belgium (2012)

http://www.youtube.com/watch?v=vzoFXZ5pT1w
Augmented Reality
Holiday Inn Kensington Forum Hotel, London (2012)

http://www.youtube.com/watch?feature=player_embedded&v=vAHvoNSQRlw
Digital Scavenger
Hunt
Louisville Slugger World Series Bats Hunt, St. Louis (2011)

+ Louisville Slugger hid 45 World Series Commemorative bats all
around the city of St. Louis

+ Gave out clues via Facebook and Twitter on the locations of the
bats

+ Results in 24 hours

     Facebook likes increase 143%

     Twitter followers increase 161%

     “Talking bout this” increase 834%
Fan/Consumer Event
Nike Hyperdunk+ Dunk Contest –”Game on World”, LA (2012)

http://www.youtube.com/watch?v=ct5crCxaVn0&feature=autoplay&list=FLUFgkRb0ZHc4Rpq15VRCICA&playnext=1
Fan/Consumer
Contests
Vodafone McLaren Mercedes “Car Unveiling”, Berlin (2011)

http://www.mclaren.com/page/mp4-26-berlin-car-reveal-film
Fan/Consumer
Contests
Ariel “Fashion Shoot”, Stokholm (2011)

http://www.youtube.com/watch?feature=player_embedded&v=ly5cdIRzYD4

Or

http://www.youtube.com/watch?v=W1BVBWlLx8Y&feature=player_embedded (case Study)
Casual Campaigns
UNICEF “Tap Project”, NYC (2009)

http://www.youtube.com/watch?v=TtOQda0aKIc&feature=player_embedded#
Just For Fun
Soul Pancake “Heart Attack”, CA (2012)

http://www.youtube.com/watch?v=7VJsyEtwAUY&feature=player_embedded
Strategies
Surprise
Campaigns/events were executed as a surprise - no prior notice was given.



      Pros

      •  More of a surprise
      •  Stronger/longer impression
      •  Reach consumers you may not have

      Cons

      •  Miss your target audience
      •  Lower engagement/audience
      •  External factors (weather, real estate, etc.)
Planned
Companies give notice or “teasers” about the campaign prior to launch or unveiling to create
more traffic.


       Pros

      • Build an audience
      • Create a buzz
      • Control/implement the conversation (hashtags, FB
        groups, etc.)

       Cons

      • Consumers may choose not to participate
      • Not as big of a surprise,
      • Unfulfilled expectations, competitor
      • Insights
Considerations
Is Experiential
Marketing Right
for Me?
+ Who is your audience? B2C or B2B?

+ Where is your audience?

+ What is the objective? Branding? Campaign based?

+ Location, location, location

+ Seasonality (weather, time of year, major events)

+ Budget

+ Resources (street teams, dancers, staff, etc..)

+ Objective specific strategy




                                                      Top: Absolute Vodka Bottom: Ariel “Fashion shoot”
Questions?

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Experiential Marketing

  • 1. Experiential Marketing Where Brand Meets the Senses July 18, 2012 Christy Belden, VP of Media + Marketing, Leapfrog Interactive
  • 2. LeapFrog Interactive Follow Us! Twitter: @LFI #LFIflashmob #LFIexpmkt Facebook: www.facebook.com/LeapFrogInteractiveAgency Google+: LeapFrog Interactive Blog: www.leapfroginteractive.com/blog
  • 3. Christy Belden Vice President, Media + Marketing, LeapFrog Interactive PPC, SEO, social media, email, mobile, traditional—she’s been there and done that. She continues to build a deep well of experience and is • Experience: 11 years Christy Knows always in touch with • The Courier-Journal the trends and • University of Louisville strategies that provide Marketing • SEMPO Certified a solid return on • Google AdWords clients’ investments. Certified
  • 4. Experiential Marketing What is Experiential Marketing? History Types of Experiential Marketing Why Choose Experiential? Examples/Case Studies Considerations Questions?
  • 6. Definition AKA: Guerilla Marketing, Relationship Marketing Guerilla Marketing – coined by Jay Conrad Levinson “It is a body of unconventional ways of pursuing conventional goals. It is a proven method of achieving profits with minimum money.” Relationship Marketing “A form of direct response marketing campaigns which emphasize customer retention and satisfaction, rather than a dominant focus on sales promotional messages.”
  • 7. Appealing to the Senses Experimental Marketing connects brand with consumer through an emotional experience. Sight Hearing Touch Smell Taste
  • 8. “I've learned that people will forget what you said, people will forget what you did, but people will never forget how you made them feel...” –Maya Angelou
  • 9. The History of Geurrilla Marketing The Results 2000’s to • Increased exposure of the business, service or present product and a good Guerilla Marketing idea will go viral Advancement in What Happened Technology & • Bigger brands bought into the concept as a way to Introduction of Social Next Media create more emotional and genuine connections with consumers • Small businesses took the • Made Sharing outlandish, concepts and ran because it creative, and shocking was cheap. 1984 advertisement easy. • They used these concepts as • When someone shares a • Jay Conrad published a means to get their name out photo, video, link or story there Guerrilla Marketing, to the public efficiently is no investment from the outlining secrets of subtle business that uses Guerilla marketing and ideas for Marketing big advertising results with little investment
  • 10. Why Brands Are Using Experiential Marketing + More creative + Spread awareness + More memorable (better recall) + To dodge “ad blindness”/get consumer attention + Create Goodwill for brand name + Emotionally connect with consumers + Involve consumer with brand + Budget conscious Top: Nivea, Bottom: McDonalds
  • 11. Most Common Forms of Experiential Marketing + Digital out of home (DOOH) + Flashmobs + Sticker bombs + Outdoor displays + Outdoor exhibits + Street performance teams + Augmented reality + Digital scavenger hunt + Consumer events/exhibits + Contests + Causal Campaigns + What’s to come…
  • 13. Digital Out of Home LeapFrog Interactive – Hamilton County Public Health (2011) http://www.youtube.com/watch?v=teTRDo677jk&feature=plcp
  • 14. Sticker Bombs Jax Panik (pop band), Gauteng - South Africa (2010) http://www.youtube.com/watch?v=osylspsGz2o
  • 15. Outdoor Displays Bounty Big Spills Campaign, NYC & LA (2009)
  • 16. Outdoor Exhibits Sprite Shower, Brazil (2012)  http://www.youtube.com/watch?v=LxHJn0rGnPI
  • 17. Outdoor Exhibits Coca-Cola,Valentine’s Vending Machine, Istanbul (2012) http://www.youtube.com/watch?v=z8YVgGhm92w&feature=endscreen&NR=1
  • 18. Street Performance Teams TNT “Add Drama Button”, Belgium (2012) http://www.youtube.com/watch?v=vzoFXZ5pT1w
  • 19. Augmented Reality Holiday Inn Kensington Forum Hotel, London (2012) http://www.youtube.com/watch?feature=player_embedded&v=vAHvoNSQRlw
  • 20. Digital Scavenger Hunt Louisville Slugger World Series Bats Hunt, St. Louis (2011) + Louisville Slugger hid 45 World Series Commemorative bats all around the city of St. Louis + Gave out clues via Facebook and Twitter on the locations of the bats + Results in 24 hours Facebook likes increase 143% Twitter followers increase 161% “Talking bout this” increase 834%
  • 21. Fan/Consumer Event Nike Hyperdunk+ Dunk Contest –”Game on World”, LA (2012) http://www.youtube.com/watch?v=ct5crCxaVn0&feature=autoplay&list=FLUFgkRb0ZHc4Rpq15VRCICA&playnext=1
  • 22. Fan/Consumer Contests Vodafone McLaren Mercedes “Car Unveiling”, Berlin (2011) http://www.mclaren.com/page/mp4-26-berlin-car-reveal-film
  • 23. Fan/Consumer Contests Ariel “Fashion Shoot”, Stokholm (2011) http://www.youtube.com/watch?feature=player_embedded&v=ly5cdIRzYD4 Or http://www.youtube.com/watch?v=W1BVBWlLx8Y&feature=player_embedded (case Study)
  • 24. Casual Campaigns UNICEF “Tap Project”, NYC (2009) http://www.youtube.com/watch?v=TtOQda0aKIc&feature=player_embedded#
  • 25. Just For Fun Soul Pancake “Heart Attack”, CA (2012) http://www.youtube.com/watch?v=7VJsyEtwAUY&feature=player_embedded
  • 27. Surprise Campaigns/events were executed as a surprise - no prior notice was given. Pros •  More of a surprise •  Stronger/longer impression •  Reach consumers you may not have Cons •  Miss your target audience •  Lower engagement/audience •  External factors (weather, real estate, etc.)
  • 28. Planned Companies give notice or “teasers” about the campaign prior to launch or unveiling to create more traffic. Pros • Build an audience • Create a buzz • Control/implement the conversation (hashtags, FB groups, etc.) Cons • Consumers may choose not to participate • Not as big of a surprise, • Unfulfilled expectations, competitor • Insights
  • 30. Is Experiential Marketing Right for Me? + Who is your audience? B2C or B2B? + Where is your audience? + What is the objective? Branding? Campaign based? + Location, location, location + Seasonality (weather, time of year, major events) + Budget + Resources (street teams, dancers, staff, etc..) + Objective specific strategy Top: Absolute Vodka Bottom: Ariel “Fashion shoot”