The document discusses experiential marketing and provides examples of different types of experiential marketing campaigns. It describes augmented reality, brand ambassadors, competitions, consumer events, digital out of home advertising, interactive displays, and outdoor exhibitions as types of experiential marketing. It also summarizes several top experiential marketing campaigns and how they were measured.

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Experiential Marketing Research Project
Presented by: Michael Pisano
Date: April 26, 2016

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• Customers being able to “feel” the brand rather than simply being
exposed to it
• Enhances the perception and value of product or brand
• Increases and builds customer loyalty, awareness, recall and
purchase intent
• Increases word-of mouth sales and social media presence
• Can be cost effective in introducing new products
• Repeatedly drives purchases
• Retains current customers and recaptures past consumers
Why Experiential Marketing?

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Experiential Marketing Types
• Augmented Reality
• Brand Ambassadors
• Competitions
• Consumer Events
• Digital Out of Home (DOOH)
• Interactive Displays
• Outdoor Exhibitions

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Augmented Reality
• Interaction with the digital world
in a physical space
• Stemming from an increase in
virtual reality hardware and
software as well as the video game
industry
• Adds a “wow” factor
• Pepsi Max
• Used a bus stop side screen which
appeared to be made of glass
• Was actually a digital screen adding
animations to the background
• Meteorites crashing into the glass
• UFO’s appearing in the sky

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Brand Ambassadors
• Hired for events to promote and represent the
brand
• Help increase brand awareness and sales, as
well as:
• Appeal to millennials
• Cost effective
• Enhance customer experience
• Expands the company reach
• Face and voice of your brand
• Humanizes your brand
• Target market doesn't feel talked down to
• Red Bull
• Student Brand Managers
• SBM’s reach students, excite students, increase
sales and mange Red Bulls brand on a college level

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Brand Ambassadors vs. Brand
Advocates
• There is a distinct difference between the
two
• Brand Ambassadors
• An ambassador is hired by a company, and
generally paid for their services
• Ranges from adverts to organized meetings
with the public
• Brand Advocates
• Highly satisfied consumers, operating on a
purely voluntary basis
• Word-of mouth or by reviews on the internet
• Big influence on social media-mass
communication
• Can sway the opinion of a brand (positive or
negative)

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Best way to hire BA’s:
• No 3rd part staffing agencies
• Direct hires from internal networks
• Instantly able to update and re-train BA’s without pending
communication
• Interviewed, scouted and trained by employees to ensure best fit
• Factory 360 process for hiring (successful experiential
marketing agency)
• Phone interview, in person interview conducted by hiring manager
• Between hiring and activation day
• Best shared practices, assign based off BA’s strengths and weaknesses
• In-depth training for everyone working at the event
• Mock Interactions with BA’s
Suggested Ways to Hire Based on
Research

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Competitions
• Cost effective way to increase brand
awareness and generate sales
• “Coke Zero drives you to unlock the
007 in you”
• Gave consumers the chance to
complete the mission and receive
exclusive tickets to “SkyFall”
• Accepting the challenge and
entering your name starts a 70
second timer on the screen and the
task to get to platform 6 in under 70
seconds

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Consumer Events
• Probably the most used
experiential marketing program
• Charged with ambassadors,
enthusiasts and loyalists who
attend to connect with brands
• Examples:
• Comic Con, New York Fashion
Week and SXSW

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Digital Out of Home (DOOH)
• Utilizes strategically placed,
networked digital signage
displays to reach on-the-go
customers with highly targeted
messages
• Example:
• Forever 21
• 61-foot wide outdoor LED billboard
• Includes a three dimensional
construction of the number 21
• Stops people in their tracks

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Interactive Display
• Immersive advertisements
across digital platforms
• Featured on screens
throughout airports, malls, and
frequented places
• Different than traditional displays
• Volta
• San Francisco based start up
• Used interactive displays in
major cities to raise awareness
about electric charging stations

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Outdoor Exhibitions
• A mix between outdoor
displays, consumer events and
consumer exhibitions
• Usually come in the form of a
pop up shop
• Example
• Heineken House at the 2015 US
Open

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• Number of Interactions
• Interactions vs. Lead time
• Event may draw many people quickly but doesn't lead to info follow up or vice
versa
• Number of leads and time to capture leads
• Number of leads (consumers) and how long it takes to capture them (to get their
information for follow up)
• Time of average engagement
• Properly gauge foot capacity and flow of participation
• Number of giveaways
• Makes it easier to calculate how much it cost to acquire a customer
• Works best if people give something of their own (contact info or survey)
• Verbal Feedback
• Gives feedback to how unique the event was and ultimately how people felt
Ways to Measure On-Site

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• Social impressions
• Tallying the number of times the brand shows up on social media
channels
• Customer hashtags or keyword search results
• Number of pictures
• People tend to respond and engage with photos more than texts
• Represents richer level of engagement
• Percentage of pictures shared
• Important in photo activation
• Total reach
• Calculating and combining the total photos and impressions shared
Ways to Measure Social Media

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• Specific coupon or code (redeemable code/coupon)
• Surveys
• Email blast or website traffic
• Event promotion page: monitor traffic from consumers
• National recognition of campaign/PR
• Traditional advertising (print, billboard)
Additional Ways to Measure

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Top Experiential Marketing
Campaigns
• Schick at Comic Con
• Teamed up with Ubisoft’s best
selling video game Assassins
Creed (French Revolution)
• After guests completed Ubisoft’s
revolution themed obstacle course,
they were seated under an actual
guillotine where they received a
shave
• Measurement
• 200 shaves and 2,000 razors,
creating a stir across social media

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Top Experiential Marketing
Campaigns
• Johnson and Johnson’s Tylenol
Brand
• BA’s went into Time Square
handing out branded take home
stress balls
• Activation took place during NYC
Marathon
• BA’s took snapshots of consumers
and broadcasted their images on
billboard in Time Square
• Measurement:
• Engaged 12,000 consumers

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Top Experiential Marketing
Campaigns
• Turkish Airlines
• Took place in San Francisco to promote
awareness of the new non stop service
to Istanbul
• “Widen the World” with Turkish Airlines
• Custom designed binoculars were built
to provide a window into parts of the
world that consumers could visit.
• Ticket Sweepstakes and Photoapp
• Measurement
• 4 day activation
• Estimated 200,000 impressions
• Distributed over 25,000 flyers

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Top NFM Experiential Marketing
Campaign
• Giant Eagles Cookie Dunk
Challenge
• Setting a world record for dunking
cookies
• Lunchtime event to attempt to
break a Guinness World Record
previously set of 1,796 people
• Unique hashtag was created for
social media
• Measurements:
• 2,152 people helped break the
record
• Strong social media presence

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Sources:
• Butler, Jonathan. "Experiential Marketing: Types of Programs? (Part II)." Linkedin.com. N.p., 20 Oct.
2015. Web.
• Gioglio, Jessica. "Pepsi Max Shocks and Delights Londoners With Augmented Reality Stunt." Convince
and Convert Social Media Strategy and Content Marketing Strategy. N.p., n.d. Web.
• "How To Measure Events Pt. 2: The On-Site Event." Factory 360 Experiential Marketing Agency How To
Measure Events Pt 2 The OnSite Event Comments. N.p., 17 Nov. 2014. Web.
• "How to Measure Events Pt. 3: Before and After Event." Factory 360 Experiential Marketing Agency
How to Measure Events Pt 3 Before and After Event Comments. N.p., 21 Nov. 2014. Web.
• Palmen, Michael. "Coke Zero Viral Video: Unlock the 007 in You, You Have 70 Seconds." The Coca-
Cola Company. N.p., n.d. Web.
• "Volta Powers Up DOOH Media - ScreenMedia Daily." N.p., 10 June 2015. Web.
Appendices

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Sources:
• "How to Hire the Perfect Brand Ambassador." Factory 360 Experiential Marketing Agency How to Hire the
Perfect Brand Ambassador Comments. N.p., 29 May 2015. Web. 13 Apr. 2016.
• "Importance of Brand Ambassadors - EG Marketing Consultant." EG Marketing Consultant. N.p., 17 Mar.
2016. Web. 13 Apr. 2016.
• Poythress, Katherine Poythress. "A Close Shave at Assassin's Creed Experience." DiscoverSD. N.p., 25
July 2014. Web.
• "Tylenol - Experiential Marketing Case Study - CMN Agency." CMN Agency TYLENOL Comments. N.p.,
11 Jan. 2015. Web. 13 Apr. 2016.
• "Using Experiential Marketing To Drive Online Buzz - ScreenMedia Daily." N.p., 14 Apr. 2013. Web.
Appendices (Continued)

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Thank You