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Sweet-Issuing Billboards

The Mr. Kipling Cake Dispenser in London Uses Experiential Marketing

— March 19, 2012 — Marketing
Actress and star of the sitcom ‘Gavin & Stacey’ Joanna Page is promoting the Mr. Kipling Cake Dispenser, an experiential marketing campaign that sees the dispensing of a free angel slice from Mr. Kipling, a British sweets brand. The billboard, located in a bus shelter on London’s Tottenham Court Road, is the first of an additional 18 that will pop up in England and Scotland on Monday, March 19.

The Mr Kipling Cake Dispenser will dispense up to 500 free cakes a day and includes a spray device so that the bus shelter maintains a sweet aroma of freshly baked cakes. The campaign is a product of London-based marketing company 101 and will be complemented by a “cakemobile” that will tour the United Kingdom from the end of March until the beginning of May.
Trend Themes
1. Experiential Marketing - The Mr. Kipling Cake Dispenser campaign demonstrates the potential for branded experiences to create memorable interactions with consumers.
2. Smart Advertising - Sweet-dispensing billboards and bus shelters show how technology can be integrated with outdoor advertising to create interactive and engaging ad experiences.
3. Scent Marketing - The use of spray devices to enhance the aroma of the bus shelter suggests the potential for scent marketing to create multi-sensory experiences that can further enhance brand recognition and engagement.
Industry Implications
1. Food and Beverage - The Mr. Kipling Cake Dispenser is a clear opportunity for food and beverage companies to use experiential marketing to differentiate themselves and create memorable brand interactions with consumers.
2. Advertising - The campaign by marketing agency 101 provides an example of how advertising companies can leverage technology and creativity to create engaging, interactive, and innovative ad campaigns.
3. Marketing - The Mr. Kipling Cake Dispenser campaign highlights how experiential marketing can provide companies with unique opportunities to engage with consumers, differentiate themselves, and build long-term relationships.
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