Experiential Marketing
Where Brand Meets the Senses
July 18, 2012
Christy Belden, VP of Media + Marketing, Leapfrog Interactive

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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?