Experience is Key to Events

Tommy Hilfiger celebrated the arrival of summer with Prep World.

In our increasingly hectic and multi-tasking lives, companies must strive for creative ways to connect with consumers. The coveted target demographic for a product or service might watch their favorite television shows on the web (or, increasingly, mobile device), download magazines onto their tablet, and consult their Circles for advice before making a purchase.

The rules are changing. Quickly. Social media continues to evolve, revolutionizing the processes of consumer engagement and “pushing” a branded message. Location-based marketing will almost surely be the next billion dollar question. And branded content is spreading across the web and airwaves faster than a Kardashian can accept a marriage proposal.

Savvy marketers follow the latest trends, but also understand event marketing adds valuable content to their stable of effective messaging. Events allow brands to get up-close-and-personal with an audience of living, breathing people (with real-life thoughts, opinions and feelings!). Creative events can also connect the dots to a broader corporate campaign or brand attribute.

We applaud several recent campaigns for successfully tying brand messages with creative event experiences.

• On March 18th (the day after St. Patrick’s Day), New Yorkers in Rockefeller Plaza and the Financial District were treated to the Tabasco Hangover Headquarters, a mobile kitchen serving hangover remedies like Hash & Egg Sliders and Virgin Bloody Mary’s.  The brand teamed with acclaimed chef Laurent Tourondel and distributed complimentary food items, bottled water, and mini Tabasco bottles during the morning and Noon rush hours.  The event played on the effectiveness of traditional hangover remedies to the delight of unsuspecting, hard-partying Gotham workers.

• Dove Chocolate created an Afternoon of Indulgent Moments, teaming with iVillage and Gallo wines in New York’s Chelsea Market.  The event offered ladies four moments of indulgence: chocolate and wine pairings, five-minute hand and arm massages, time in a relaxing lounge atmosphere, and make-up and hair touch-ups from famous salons.  Brand butlers passed chocolate-based desserts (with recipe cards) and distributed gift bags.  The brand twisted the famous notion of “the key to a man’s heart is through his stomach” into a uniquely feminine event experience.

• Honda hit six college campuses during exam week with its Honda Civic Study Break campaign.  At each event, Honda offered a complimentary lunch while students participated in an SMS scavenger hunt touting the benefits of the new Civic lineup and promoting a sweepstakes to win a new Civic Coupe.  Honda hosted the experience on Facebook and teamed with local bloggers to publicize the live events.  Students, always looking for a free meal, explored the new models and tweeted codes to receive the complimentary lunch, while Honda drove home its value message.

• Tommy Hilfiger celebrated the arrival of summer with Prep World – pop-up cottages in the middle of NYC, Los Angeles, London, Madrid and beyond.  The pre-fab “beach shacks” welcomed guests with a tennis racket chandelier and stocked traditional Nantucket-appropriate clothing, along with specialty limited-edition items like dog leashes, croquet sets, backgammon games and more.  The brand also created an app that allowed shoppers in the store to overlay Hilfiger clothing on their photos and share with friends across social media networks. Prep World brought the Hilfiger beach lifestyle to the city in a very unexpected way.

The above examples range from fairly simple to extremely complex – and that’s the beauty of experiential marketing. Creative event ideas come in all sizes and price ranges. We welcome your challenge and look forward to surprising (and delighting) you audience with a memorable event.

By, Eric Sagun, principal – Experiential

From TEDx to the PGA’s Memorial Tournament to launching Buckeye Vodka throughout the state of Ohio and beyond, we tailor interactive events, which keep your guests engaged before, during and after your event.  To learn more about our creative experiential offerings, please contact treadsocial today.