3 examples of experiential marketing
So far it all sounds a bit theoretical, but the 3 examples below clarify what experiential marketing can look like in practice.
Fitness and food manufacturers are falling over each other with their message to transform your body into a tight temple. Lean Cuisine, an American manufacturer of healthy ready-made meals, surprised friend and foe with an experiential marketing stunt that was at least as tight as the bodies this industry is trying to cultivate.
At New York’s Central Station, Lean Cuisine placed a large wall with the hashtag #WeighThis. They asked women how they would like to be weighed. Not in weight, as you might expect from a fitness industry figure, but based on what they mean to others or have achieved. They could write this on a small scale and hang it on a huge wall.
With this action, Lean Cuisine successfully sought the hospitals mailing list emotional connection and the manufacturer showed the ability to put things into perspective and self-criticism, without even once drawing attention to its own products. This authenticity and sincerity is well received by many, especially millennials.
2. Red Bull's sporting events
The bulk of all Red Bull marketing activities can safely be classified as experiential marketing. Think of their extreme sports events and their Formula 1 activities. Red Bull is also very active in this area in the Netherlands, for example with air shows in the port of Rotterdam. The link with social media is very strong. For example, many events have their own social media channels. A good example is the Instagram account for the air shows , which has more than a hundred thousand followers. An example of a post on their Instagram account:
The Red Bull Stratos project is also a great example of experiential marketing. In collaboration with Austrian skydiver Felix Baumgartner, Red Bull broke the 52-year-old altitude record for skydiving. But perhaps even more spectacular: they broke the sound barrier with the jump. The audience was able to enjoy it via a live stream.