This document provides examples of innovative experiential marketing campaigns from around the world. It summarizes global experiential activations in 2013, including campaigns for Crabbie's Alcoholic Ginger Beer, Bulla Creamy Classics ice cream, Evian water, Sunbites snacks, Radox shower gel, McDonald's Happy Meals, Electrolux kitchen appliances, and LEGO Star Wars toys. The document encourages clients to consider experiential ideas and contact Chieftain Communications for branding and activation strategies.

1. Global Experiential Activations 2013
Any concepts, research and / or ideas submitted to you by Chieftain Communications Pty Ltd are confidential and are presented on the understanding that they will chieftaincomms.com.au
not be used, duplicated or copied (including communication to a 3rd party) without Chieftain’s express prior consent. © 2013 Chieftain Communications Pty Ltd. ABN 48 140 371 339

2. Welcome to our world...
In November 2012 Chieftain created a list of some of the most innovative experiential campaigns from around the globe. Since then we have been asked
by many of our clients to put together another paper, showing additional product streams.
We have pulled together examples of great experiential campaigns from every corner of the globe - they transcend the advertising clutter to achieve the
positive engagement that we all desire.
If any of these ideas spark your imagination, be sure to let us know; the Chiefs are always brimming with ideas to help bring your brand to life.
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3. Crabbie’s runs men’s safe haven Christmas experiential
UK
Independent drinks manufacturer and distributor Halewood International ran an experiential campaign for
its Crabbie’s Alcoholic Ginger Beer brand, offering a ‘safe haven’ for men wanting to escape the stresses of
Christmas shopping.
The brand erected giant branded Crabbie’s garden sheds packed with gadgets in shopping centres across
the UK.
Aside from providing an intriguing talking point for consumers visiting shopping centres, the initiative
looked to drive trial of the Crabbie’s brand and reinforce its unique positioning in the marketplace.
The sheds featured a range of gadgets and entertainment and sampling took place in the adjoining ‘gardens’,
allowing consumers the chance to experience the taste of Crabbie’s in a relaxing and unique setting.
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4. Bulla Bring ’em Home
UK & US
Australian ice cream brand Bulla Creamy Classics is running a promotion offering Australian expats who may
have ‘gone native’ in the UK and the US the chance to win a trip home, via social media with experiential
support in both London and New York.
The ‘Bring ’em Home’ campaign focuses on searching for Aussie expats who have lost their accents.
The team will be out on the ground with roaming teams looking to reach as many home-sick Aussies as
possible. A recording booth will also be set up at London Victoria Station for two days so that Aussies can
record their videos and enter the competition.
The live campaign will be integrated with social media channels and participants will have to upload a
30-second story onto the competition page on Facebook (bringemhome.com.au) telling Bulla why they
deserve to win a return trip home. It will then be up to the public to vote, and the four stories with the most
votes will win a trip home
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5. Evian to turn London into giant playground
London
Evian installed giant snow-producing playground installations in two of London’s commuter hotspots as
part of its ‘31 ways to Live young’ campaign which runs in January 2013, which also included a consumer
competition to win a trip to Lapland.
Evian will install adult-sized ‘Live young’ swings in Canary Wharf, as well as a giant see-saw in Finsbury Avenue
Square. Both installations featured kinetically triggered snow machines which rewarded playful behaviour
with Alpine snow showers – the more participants that play, the more snow that falls. The campaign aims to
get the British public smiling by helping them rediscover their forgotten youth.
The campaign kicked off with PR and social media from January 1 2013, with the Evian playground running
throughout January.
It included an above the line campaign, transit media and a large social media campaign.
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6. An Exciting Sunbites Flavour Experience
UK
Sunbites invited its top 30 advocates to enjoy an exclusive cookery experience, in a move which was designed
to educate and promote trial of the wholegrain crispy snack.
The Sunbites Flavour Kitchen activity was promoted through a cookery experience that resulted in the first-ever
Sunbites cookbook. The thirty advocates comprised 20 of the brand’s most active fans on its Facebook page
facebook.com/WalkersSunbites. The remaining 10 advocates were selected via an online recipe competition
located on the Sunbites Facebook page, where members were invited to submit the title of a dish that included
Sunbites as an ingredient.
The advocates were then be invited to an all-expenses-paid cookery day in London where they rustled up a
five course Sunbites-inspired meal!
The 30 dish ideas were then constructed into full recipes by a food economist, prepared and photographed in
order to be published in the Sunbites cookery book. One winning recipe was selected to appear on the front
of the cookery book.
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7. Radox
UK
Toiletries brand Radox launched an experiential roadshow that has seen its ‘blast booth’ concept appear at
shopping centres around the country. The activity, part of the ‘Come to Life with Radox’ campaign, invites
shoppers to step into a wind tunnel and experience the “invigorating” impact of Radox shower gel
Cassie Shuttlewood, brand manager at parent company Unilever, explains: “Obviously you can’t get people
wet in shopping centres, so the idea was to create an experience that helps people ‘come to life’ and
experience how it feels after a Radox shower.”
The pop-up takes photos of people and encourages them to upload the pictures to Facebook for a chance
to win a five-year supply of Radox shower gel. It also allows the brand to capture customers’ details, for
future marketing.
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8. Electrolux
UK
The recession had a great effect on the London restaurant trade, but that did not stop kitchen appliance maker
Electrolux opening a pop-up luxury dining experience on the roof of the Royal Festival Hall.
The Cube, which opened at the start of June, offered spectacular views of London and a roster of six Michelin-
starred chefs worked out of a kitchen fitted with Electrolux appliances.
The restaurant’s single table catered for 18 diners at a time, who interacted with the chefs and even got
involved in the cooking too.
“It’s really a dinner party experience,” explained Graham Bremer, head of marketing at Electrolux UK. “People
often sit next to people they don’t know at dinner parties, and guests often end up in the kitchen, talking
around the food and the cooking. That’s all part of it.”
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9. McDonald’s rolls out digital play zones
UK
McDonald’s rolled out a digital interactive Happy Meals play zone in 150 UK restaurants in a bid to encourage
kids to be more active.
The fast food chain said it introduced the gesture controlled play zones to “enhance the Happy Meal experience”.
Children were encouraged to interact with Happy Meals characters and games through images projected
onto the floor. It uses overhead tracking cameras with infra-red technology to respond to children’s movement
and create an “immersive experience”.
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10. LEGO Kicks Up The Sonic Experience For Star Wars
Germany
This lovely LEGO music experience was created to promote their StarWars kits. It got people involved and
again showed that LEGO rules the world.
Composed of over 20,000 bricks, this barrel organ toured Germany for a month. The 3D premiere of Star Wars
Episode 1 in early 2012 was a cinematographic milestone for the Star Wars saga and the right time for LEGO to
explore a new dimension, too:
Sound: Together with certified LEGO professional Rene Hoffmeister, we developed and constructed a way
to turn LEGO bricks into music - using the basic concept of a barrel organ. We took the iconic Star Wars Main
Theme, rearranged it and translated it into a matrix - the constrution blueprint for the organ. Then, we took the
four most famous Star Wars worlds - Hoth, Tatooine, Endor and the Death Star - and built them on to the barrel,
accordingly to the musical composition. When the organ turned, the bricks touched mechanical sensors which
then struck the keys of a built-in keyboard and played the Star Wars main theme.
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11. Contacts Steve Fontanot
Director / Creative Director
Mobile +61 (0) 407 270 183
Email steve@chieftaincomms.com.au
Neil Parkin
Activations Director
Mobile +61 (0) 431 927 418
Email neil@chieftaincomms.com.au
Chieftain Communications
Website chieftaincomms.com.au
Facebook facebook.com/chieftaincomms
Twitter twitter.com/chieftaincomms
YouTube youtube.com/chieftaincomms
Sydney Phone +61 (0) 2 9699 6880
Address 80 Victoria Street, Beaconsfield, NSW 2015
Melbourne Phone +61 (0) 3 8844 5538
Address Level 19, 644 Chapel Street, South Yarra, VIC 3141
Any concepts, research and / or ideas submitted to you by Chieftain Communications Pty Ltd are confidential and are presented on the understanding that they will not be used, duplicated or copied (including communication to a 3rd party) without Chieftain’s
express prior consent. © 2013 Chieftain Communications Pty Ltd.