Experiential marketing is one way for brands to really connect with their consumers and a great example is set out by Walkers Crisps. The snack company transformed a bus shelter into a vending machine and stuck long-term celebrity brand ambassador Gary Lineker inside of it to interact with commuters. Sitting on a box of Walkers Crisps, he encouraged them to Tweet a unique hashtag in order to receive a free bag.
By using social media to create an interactive experience, Walkers Crisps ensured its campaign was very memorable. Of course, it would be hard to forget a man contentedly trapped in the wall of a bus shelter while eating a burger and reading a book. This publicity stunt hit all the right notes.
Key Themes Behind This Trend
- Experiential Marketing
- Brands can engage consumers through interactive and memorable experiences.
- Social Media Activation
- Using social media platforms to create interactive campaigns can increase brand visibility and engagement.
- Celebrity Brand Ambassadors
- Leveraging celebrity endorsements can enhance brand recognition and consumer connection.
Where This Applies
- Snack Food
- Snack companies can take advantage of experiential marketing to create unique brand experiences that drive consumer loyalty and awareness.
- Advertising and Marketing
- The advertising and marketing industry can benefit from integrating social media activation techniques to enhance brand campaigns and customer engagement.
- Celebrity Endorsements
- Industries utilizing celebrity endorsements, such as food and beverages, can explore partnerships to maximize brand visibility and appeal.
