Top 5 Experiential Marketing Campaigns – August 2017
As summer draws to a close and children everywhere practise their best “ill” voices, we’re going to take a look at the best experiential campaigns that took place this August.
As always, we share our favourite campaigns with the community in the hope of providing inspiration, fascination or simply an excuse for procrastination.
Top 5 Experiential Marketing Campaigns – August 2017
1. The North Face – Walls Are Made For Climbing
What They Did
This August, in what many see as a response to Donald Trump’s Mexican border wall comments, outdoor activewear brand The North Face launched the “Walls Are Made For Climbing” campaign, offering a series of experiential and OOH activations worldwide. These include free climbing sessions, with world-renowned pros like Alex Honnold, and a $1 million donation to help build public climbing walls.
What’s So Good About It?
“Walls Are Made For Climbing” is a multi-faceted campaign that promotes the brand indirectly by encouraging more people to get into a hobby commonly associated with it – demonstrating the brand’s willingness to provide more value than they receive. The activities also demonstrate the importance of forging effective partnerships that will improve the overall quality of the campaign.
2. Barclaycard – Contactless Ice-Cream Van
What They Did
In response to research that found 40% of Brits pass-up on buying ice-cream due to long queues, Barclaycard concocted a solution: the contactless ice-cream van. The van features two queues, one is a traditional vendor window to purchase various snacks and drinks; whilst the other ends in a self-service vanilla ice-cream dispenser, charged via a contactless connection on the window.
What’s So Good About It?
Similar to The North Face’s campaign, the contactless ice-cream van provides direct value without direct promotion. Instead, Barclaycard use their specialist services to solve a quantified consumer pain-point in a branded context. consumers will always prefer a campaign that genuinely benefits them over shameless self-promotion.
3. Three X Time Out London – Streamliner Go Binge
What They Did
To support the launch of Three’s “Go Binge” campaign this August, the network teamed up with TimeOut London to create a waterborne activation for competition winners. These lucky TimeOut readers had the chance to watch their favourite Netflix series whilst floating down the Thames on a boat designed to match the programs, complete with actors dressed as characters from the shows.
What’s So Good About It?
The set design of this campaign is beautiful, creating a truly immersive experience which capitalises on the cult popularity of shows like Narcos and Stranger Things. Furthermore this campaign again demonstrates an effective use of expert partnerships, a theme that runs through the majority of campaigns that make it onto these lists.
4. Oreo – ‘Discover Your Flavour’ Tour
What They Did
Working with brand experience agency HeyHuman, Oreo embarked on the ‘Discover Your Flavour’ roadshow tour, to promote their latest product offering, Choc’o brownie. The campaign also raised awareness for other, existing variations of the classic treat through a Buzzfeed-style quiz that helped guests discover their perfect flavour of Oreo, and rewarded them with a free Oreo truffle and a recipe card to recreate their treat at home.
What’s So Good About It?
The campaign makes great use of the popular Buzzfeed format to both create a buzz around Oreo’s latest product and generate renewed interest in existing iterations. Similarly the use of recipe cards cements the brand in the minds of guests whilst giving them something they can take home with them to simultaneously remind them of their experience, and encourage them to buy the product.
5. Waitrose – Summer Festival
What They Did
Gearing up for a huge end to the summer, Waitrose hosted their first summer festival, August 18th-20th, featuring a wide array of pop-up kitchens, masterclasses, workshops and activities, with a focus on health, wellbeing, cookery and beverages. Supporting the various activities, a long list of celebrity chefs were present, including Antonio Carluccio and John Whaite, giving guests a chance to meet the people behind the food.
What’s So Good About It?
Hosting a festival on this scale, for the first time, is a bold strategy – however, by hosting an event on this scale that develops the connection between consumers and the brand, Waitrose have not only issued a statement to provide value, but also authenticity and transparency, capped by the fact that the event took place on Waitrose’s own Leckford Estate.
Thanks for checking out our top 5 experiential marketing campaigns from August, be sure to let us know what you thought in the comments below.
Or, if looking at planning your own campaign, contact us today, we’re here to help.