Marketing Beyond Materialism

Experiential Marketing, Defined — and Examples to Inspire You

In 2020, it’s going to be harder than ever to get consumers’ attention. For that reason alone, it’s easy to see why brands are falling in love with experiential marketing.

Should you try experiential marketing?

When should your branding incorporate an experiential marketing campaign into your event? It depends on your, goals, timeline, and resources.

Experiential marketing examples

To better define experiential marketing and understand when you should — and should not — use the strategy, here are four examples of experiential fails and successes.

Success #1: Gilmore Girls’ Luke’s Diners

To create buzz and excitement in the lead up to the long-awaited premiere of “Gilmore Girls: A Year in the Life,” the Netflix team created 200 pop up Luke’s Diners around the country to serve complimentary coffee to fans. It was wildly successful, with long lines at every location and tons of social engagement (the event’s branded Snapchat filter was viewed 880,000 times).

Fail #1: Jagermeister’s poison pool party

In a disastrous mistake that sent nine people to the hospital, liquid nitrogen was used at a Jagermeister pool party in Leon, Mexico to create atmospheric fog. What organizers didn’t know was that when liquid nitrogen reacts with chlorine, it displaces present oxygen, which meant attendees quickly found themselves unable to breathe.

Success #2: Refinery29’s 29 Rooms

For the past three years and counting, lifestyle brand Refinery29 has hosted its 29Rooms event, a collection of 29 different rooms of branded and curated experiences, all connected by a central theme to create a “multi-sensory playground.” This year’s sold-out event will feature the theme “Turn It Into Art” in its first West Coast appearance.

Fail #2: Betfair’s Octopus traffic chaos

Gambling firm Betfair planned on using a giant octopus model to promote betting during the 2014 World Cup.But when the lorry transporting the model broke down in London’s busy Oxford Circus, causing a traffic jam, the company gained quite a bit of unexpected coverage. Luckily, they were able to turn it around by apologizing on social media.

Success #3: Weedmaps Museum of Weed

The Weedmaps Museum of Weed takes visitors through the storied history of cannabis by moving through the many varied locations and time periods where it has typically — or stereotypically — been consumed. The museum celebrates the victories and sheds light on the most damning moments through the last century. This 30,000 sqft experience features seven immersive exhibits, art installations, artifacts, a plant lab, museum store, café, and more.”

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