P2Blog

Event, Experience, or Experiential? (Weekly Roundup: October 24)

Posted by Julianne Dinice on October 28, 2016
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Every Friday, the P2Blog will feature five industry articles that are trending, relevant, shocking, hilarious, or rediscovered. The Weekly Roundup is a curated list of what Pop2Life is sharing around the office - complete with our thoughts and on-point opinions (IMNSHO).

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1. 6 Creative Ways to Bring Experiential Marketing to Your Customer's Home

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Photo courtesy: Skyword

Found in Skyword, written by Carlos García-Arista

Experiential marketing is a great way to connect and bring customers in, but they’re also difficult, expensive and time consuming to execute. The best alternative to all these setbacks is to bring the experience into the consumer's hands, letting them handle and pioneer their own experience. So, here are the six best ways to bring experiential to the consumers hands:

Virtual and Augmented Reality: AG and VR give consumers the awesome opportunity to experience brands and services first-hand on their own time. The convenience of these experiences is what makes it so easy to connect, and everyone lives for convenience (peep: Google Cardboard).

Live Video Streaming: Another thing consumers love - immediacy. By being able to experience your favorite brands in real-time action through a live video stream, you are able to feel as though you’re actually right there with them. Whether it’s a live stream of an event or a Q&A type setting, you can virtually put your audience right in front of you. Plus, it’s cheap.

Social Media Marketing: Social media makes it so incredibly easy to let people participate in an experience. By simply using a hashtag or posting a photo, your customers can actually be and feel included in the campaign. The key is to make sure the campaign is fun and makes being want to be involved.

Digital Art: By brands endorsing artists, they can showcase the artist’s work and their own creativity as well. SYZYGY Group found that artful content gets more positive results and a higher reach than any other type of online content. After being used by Nike and Louis Vuitton, we’re convinced that the stuff must work.

How-to Videos and Video Explaining: To make a successful how-to video, brands must understand the pain points of their consumers and aim to fix them. This method is a great way for brands to show expertise in their industries and on their products, and creates a kind of trust between brand and consumer.

Content-Based Apps: “According to ComScore’s US Mobile App Report by ComScore, 80 percent of all growth in digital media engagement in the past three years came from smartphone apps”. With content-based apps being used as a huge source of information for consumers, it’s important to also make these apps fun and interesting to use. 


2. Cruise Industry Gets PR Boost With Big Part in 'Transparent' Episode

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Photo courtesy: AdAge 

Found in AdAge, written by Jeremy Barr

The last episode of the third season of the Emmy-winning Amazon series "Transparent," however, offered a different image of the industry. The episode, which went live Sept. 23, took place on the Norwegian Jewel Cruise Ship, a boat that was built in 2005 and refurbished in 2014.

"Transparent" follows a disfunctional California family that was thrown into disarray when the family patriarch (Jeffrey Tambor) comes out as transgender.

"Norwegian was pleased to be the location for the critically-acclaimed and groundbreaking series and, more importantly, for the family of characters to enjoy themselves and each other just as millions of other families do when they choose to sail with Norwegian Cruise Line, where guests have the freedom to vacation the way they choose," Ms. Lee said in a statement to Ad Age.

Our take: 

In addition to being shown in such a positive light, being associated with a progressive show such as "Transparent" might help both NCL and the industry at large counter stereotypes about cruise customers.

Despite the bad press, the number of global cruise passengers per year has still been ticking up. Some 24.2 million people are projected to go on a cruise this year, up from a projected 23.2 million in 2015 and about 22 million in 2014, according to numbers from industry group the Cruise Lines International Association.

Many people who have been considering a cruise vacation may have been seriously reconsidering due to the various news stories that have been irking us, but showing the vacation in this first-hand point of view may have been exactly what they needed to do. It puts the industry in a positive light and lets people see the exciting and relaxing parts of cruising, not just what they see on the news. Now, I know I don’t need convincing to go on a cruise vacation. Any takers?

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3. Yeti or Not, Here We Come with Travel Channel's Hunt for the Yeti

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Found in P2Blog, written by Evan Bryson
Some days you come into the office and work at your desk for eight hours, and other days you ride a double decker bus filled with 39 Yetis, while Taylor Swift’s Wildest Dreams blasts in the background -- it’s simply part of the job. When our lovely friends over at Scripps Networks came to us to inquire about a potential promotion for their Travel Channel series Expedition Unknown: Hunt for the Yeti, we were ecstatic. We knew that it needed to be big, it needed to be badass, and we finally had an excuse to outfit a multitude of brand ambassadors in Yeti costumes to roam free around New York City. 
 
The stunt proved to be a success, not only among the press, who accredited the campaign's success to the 'two elements pedestrians find irresistable: eye-catching imagery and free stuff,' but among NY street-goers who took to social media to voice their surprise and delights on the matter. One fan tweeted "Already excited for Expedition Unknown and it hasn't even started #HuntForTheYeti" while another hilariously proclaimed "I'm being attacked by a Yeti... and I love it! #HuntForTheYeti"
  

4. This Augmented-Reality “Wizard of Oz” Stage Show Actually Encourages You to Whip Out Your Phone at The Theater

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Photo courtesy: Fast Company
 
Found in Fast Company, written by Christopher Zara

Pokémon Go lovers, the perfect show has been created just for you! A New York performance company, Builders Association, has decided to take Wizard of Oz to the next level by incorporating augmented reality into their performance. Not only does the company allow smartphone use during the show, but they actually encourage it.

The show is called Elements of Oz and it allows playgoers to download an app prior to the show that will make them experience the show in a totally new way. For example, It would be a difficult task to produce a realistic tornado during the show, so by downloading this app viewers can see a tornado on their phone screens fly across the stage. 

Our take:

As long as everything works as planned, this is a pretty awesome concept. This theater probably recognized that people are super addicted to technology, so they decided to use it to their advantage by making it a part of the show. The cell phone usage actually enhances the experience instead of taking away from it.

The Builders Association has taken it upon themselves to move with the times and attract technology lovers to their shows. So if you’re dying to see a show but also afraid to let go of your phone, Elements of Oz was made just for you!

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5.The Differences Between Brand Experience, Experiential And Events

Found in Chief Marketer, written by Bruce Henderson

Choosing an agency is a big task, and it can make it more difficult when you don’t know exactly what you want to execute. Experiences? Events? Experiential? Well, here’s your chance to understand the differences between them all.

Experiences have the widest range because there can be so much involved in a brand experience. They can be in-person, on a phone or in a store, and they take on many forms. The purpose of the experiences is to create awareness of the promise from the brand. This will prove to the customer that this brand’s promise is accurate and will create a real-life connection.

Events are experiences that are for a specific audience that is usually invited to the event. If successful, the event will provide a face-to-face connection with the targeted audience and they will choose your brand in the future due to the emotions they felt during the event.

Our take: 

Experiential marketing is involved with more “consumer-oriented experiences”, which are usually events accompanied by digital activations. The experiences brought by experiential are there to provide meaningful connections and secure and affinity with the brand, rather than hoping they see an ad.

Although the words sound alike and branch off of each other, they are definitely different.

The one thing they have in common is that they work. The type of connection someone can feel to a brand through experiences are something that cannot be felt otherwise. There’s no better way to build a customer base than making your audience truly like your brand, not just blindly choosing your products. And if they love both, you’ve got the job done. As long as the experience is positive and is executed properly, it will be successful.

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Topics: pop culture, news, experiential marketing, events

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