What’s going on for experiential worldwide?
Experiences make memories - It’s time for brands to be bold again.
So says Andrew Geoghegan, global head of consumer media planning at Diageo, in his column for Marketing Week.
“Investing in experiences can be expensive, especially versus media, but done brilliantly that investment pays back – particularly the more ambitious brand experiences at scale that create a vivid emotional response and change the way an audience relates to a brand for the long term.
In a world with such pent-up desire for real world connection and experiences, these are the brands which will flourish as restrictions lift and consumers are able to socialise in person once again.”
Kia keen to keep driving shift in perception with experience.
“Off the back of its Australian Open activation and ahead of its Vivid Sydney plans, the general manager of marketing at the Korean car giant said the brand has no plans to slow down its activity in experiential marketing – despite the advent of Covid and its impact on public gatherings.”
“Real-life face to face is the best way to create a change and shift perceptions so that is why experiential marketing will continue to be a staple for us.” - Dean Norbiato, head of marketing at Kia Australia.
Pop-ups, tours & experiences
New York, USA
14 July: TV channel FX celebrated the opening of the American Horror Story “Night Bites Bakery” experience ahead of the premiere of the latest instalment in the anthology series.
Guests were immersed in the twisted world of AHS with exclusive cookie creations inspired by the new series. After selecting their design, fans had an extra special treat as Rubber Woman surprised them through a secret window to deliver their cookie.
Van Gogh: The Immersive Experience is a 20,000 square foot light and sound spectacular featuring two-story projections of the artist's most compelling works. Encounter the brilliance of one of history's greatest artists in a 360-degree exhibit of unparalleled proportions. The experience is is all digital, hands free, and perfect for our socially distant world.
From June 2021 the experience is toured the Americas, Europe and APAC.
In July, Genesis Motor China hosted its first-ever immersive test-drive event themed “The Two Lines Journey of Genesis” in Chengdu, following the opening of the Genesis Studio Chengdu.
More than 100 journalists indulged in the scenic beauty of the city through two curated routes - a refined “Big City Life” ride in the Genesis G80, and “The Great Escape” with dynamic driving performance along mountain roads in the Genesis GV80.
In May, the virtual realm of Roblox got a dose of high fashion, with fashion house Gucci hosting an artsy garden space for Roblox users to explore.
The space was conceived as a virtual counterpart to a real-world installation called the Gucci Garden Archetypes, which is taking place in Florence, Italy.
Read about the experience’s mixed reception here.
Iconic outdoor lifestyle brand Chaco Footwear is launching a national tour featuring a mobile factory bus and a Chillos Mobile Pop-Up.
Consumers will have the chance to meet the ReChaco Roving Repairs Bus – a vintage school bus turned mobile factory. Visitors will be able to drop off sandals for same-day repair and customise Classic Z Sandals and Chillos.
TikTok is opening a new 'For You House' pop-up store to enable fans to interact with platform stars, and get creation tips and insights, as well as create their own videos in a range of staged settings.
Taking up 4,000 square feet at Westfield London, the For You House will host a range of creator education sessions and meet and greets for 2 weeks from 22 July.
Las Vegas, USA
To launch the Mexican-inspired Corona Hard Seltzer Limonada, the brand partnered with language-learning platform Duolingo. Folks ordered en español using a voice-activated vending machine. Those who got it right received a free sample of the new product, and those who missed the mark got a free 1-month subscription of Duolingo Plus to practice their Spanish.
These Hendrick’s Gin bus stops feature a “living roof" of life-like roses and cucumbers, with accompanying scents. A doorbell triggers old-fashioned music and a Victorian gentleman-style monologue.
Jordan Brand has opened a concept store in the Dubai Mall. The Dubai store “creates a refined sensory space that connects fans of the brand to artistic traditions within the region,” said Nike.
Beginning on 1 October, the long-awaited Expo 2020 will be one to watch for innovative installations & experiences.
Dick’s Sporting Goods has partnered with top Gen Z TikTok influencers to highlight its fresh back-to-school looks ahead of the new academic year. To further its appeal to Gen Z consumers, the brand worked with the creators every step of the way — from music selection to production and activation.