Capitalizing on experiential marketing
There’s no doubt experiential marketing programs are on the rise. Marketers have taken a liking (and rightly so) to creating messages their audiences can touch, feel or view in a physical space.
According to an EventTrack study, spending on experiential marketing was up 4.7% in 2013. Based on the multitude of branded activations witnessed over the last year – including Bud Light’s Whatever, USA branded town – spending on experiential marketing continues to rise.
One of our clients, Costa Sunglasses, took a different approach to experiential marketing at the American Sportfishing Association’s 2015 ICAST trade show (ICAST is the world’s largest sportfishing trade show; attracting brands, buyers and media from all over the world). As attendees entered the convention center in Orlando, Fla., Costa had a nine-foot tall marlin sculpture on display.
This wasn’t your typical marlin, though; Costa commissioned non-profit group Washed Ashore to create the marlin sculpture out of beach trash to bring awareness to the rising amount of plastic and trash found in the world’s oceans.
The sculpture was part of Costa’s Kick Plastic initiative to bring awareness to the growing ocean trash issue. Costa encouraged trade show attendees to take a photo with the marlin and post it to social media tagging Costa and using the hashtag for the campaign. Those who shared the photo were entered into a daily drawing for a pair of sunglasses. Costa also displayed the “Making of the Marlin” video as part of the sculpture display and handed out reusable water bottles, information on Kick Plastic and other swag to attendees who came by the booth.
The marlin sculpture was one of the most talked about topics during the trade show. The display garnered 23 earned media mentions and the “Making of the Marlin” video was viewed on YouTube more than 2,500 times in the weeks following the event.
Costa’s marlin sculpture display was a unique way to bring attention to a conservation issue and provided a way for people to see the problem first hand. What unique experiential marketing campaigns have worked for your brand(s)?