The Malibu Games was divised by Pernod Ricard a year ago as a three day brand experience which brought back to life classic summer water games from much loved TV shows.
This year the games are back! With an increased influencer program which includes 32 influencers taking part in the games from nine nations.
Since it appeared in 2015, The JägerHaus has become one of the most sought after installations at festivals across the UK. It is a roaming pop up venue which delights festival goers with music, art and drinks. Showing up at Bestival, Kendal Calling, Lovebox and many more.
Bringing scents to audiences is always a challenge - more difficult than visuals or sound - but Hendrick’s Gin took it to the next level by activating with scents in the London Tube. They created a first of its kind tunnel wrap featuring scented posters that replicated the key flavors (rose, cucumber) in their gin. They also threw in panels with text that directed passersby to their nearest bar, so they can order a Hendrick’s gin and tonic! Hendrick's are veterans when it comes to Underground marketing.
New Balance’s campaign saw the sneaker brand open a pop-up pub, called the Runaway, in London! The brand collaborated with social fitness app Strava to launch four marathon-themed challenges for runners taking on the Spring Marathon. When runners join the Strava Challenge, they'll receive a Runaway Card -- which turns miles run into currency.
Marketers are actually increasingly turning to experiential marketing. It is able to offer personalization and connection, which are hard to achieve through online advertising. This is especially key for charities looking to expand their reach since they face an added obstacle: many feel indifferent in face of messages from charities. Without direct impact to our daily lives, the problems of the world can appear very far away.
Liquor brand Kahlua recently launched a campaign called “Zero Likes Given” that is both fun and thought-provoking. The highlight of the campaign is an exhibition in New York City curated by actress Jackie Cruz, of Orange is the New Black fame. It will showcase photos that have been posted on Instagram that have gotten...zero likes. The brand also developed a #bottomnine tool, the opposite of the popular #bestnine tool, to help users generate their worst-performing photos on Instagram.
In response to a user comment on ride-sharing app Grab’s Instagram, claiming that its OOH ads are “useless”, the Singaporean company devised an idea for their marketing campaigns to be more “useful”. It started distributing complimentary bottles of water to its customers in cars as a small token of appreciation! These bright green boxed waters featured six designs, each with one letter of the word “thanks”. Grab even rewarded customers who collected all six boxed waters with a SG $50 ride voucher.
To celebrate its 70th anniversary in Macau, Coca Cola launched a massive marketing campaign at the Venetian Macau Hotel. It included an interactive activation that showcased six historic and iconic settings in Macau, such as the Macau Grand Prix and the ruins of St. Paul’s Cathedral, with larger-than-life Coca Cola cans integrated into the display. They even created six limited edition can designs that featured these six locales. Of course, the experience was complete with a photo booth that printed selfies onto personalized Coca Cola bottles.
Instagram is a force to be reckoned with, especially for marketers. Its unique interface which allows for a stream of visual content is a gold mine for brands that want to gain exposure and generate a following. Previously, brands relied mostly on in-app ads and the influence of Key Opinion Leaders. However, a different approach has been gaining popularity. Instead of producing content for Instagram, there is now a new focus on creating unique (read: aesthetically pleasing) physical experiences that encourage users of the app to upload their own pictures.
Insights