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EXPERIENTIAL
MARKETING
Experiential
Marketing is broadly defined as live event marketing experiences.
Consumers interact with a product or service opportunity face-to-face
and/or are entertained in some memorable manner by the brand, service
offering or the brand's direct sponsorship of an activity or performance.
Examples
are:
concerts, festivals, product roll-outs, special events,
product demos, branded environments, happenings and more.
"The talents exhibited
by David Lott are evident not only in the uncanny instinct he possesses
to give the masses what they want, but also in his ability to give them
what he and his clients feel they should want.“
Mike Collette,
Procter & Gamble
EXPERIENTIAL MARKETING
EXAMPLE: "Titanic
Bowl of Red"
Clients & Project Goals:
Proctor & Gamble's Pepto Bismol and The International Chili
Society.
Under contract
to design/produce a dual layer experiential marketing campaign to:
(a) launch the new Maximum Strength Pepto Bismol brand,
(b) promote chili cookoffs as charitable fundraisers.
Method was to attract maximum media exposure via the "tongue-in-cheek"
promotion of "Chili as America's Official Food."
A touring group was assembled for a cross country trek in a
motor home towing the custom built Titanic Bowl of Red chili kettle. It was
a custom made 1,000 gallon, stainless steel lined chili kettle with
bright red flames painted on the outside and mounted on a 16' trailer. The
kettle was propane fired from four 100 gallon custom made tanks designed
and painted to resemble Pepto bottles.
Over a 10 day period, while in route to the World's Championship
Chili Cookoff in southern California, news conferences were held at
strategic locations touting Chili as "America's Official Food." This was
accomplished via the circulation of a national petition to be presented to the US Congress
by Senator Manuel Lujan of New Mexico and the giveaway for numerous advertising
premium items provided by the sponsors.
Once at the International Chili Cookoff, held in the high desert of
southern California, 1,000 gallons of Titanic Chili was prepared thereby setting a new world's record for
the World's Largest Pot of Chili. An estimated 12,000 servings of chili
was served to the public and raised over $7,000 for Saint Judes Children's
Hospital.
Results: almost 1,000,000 signatures garnered; appearances
on Today Show, Good Morning America, LA Today and ABC's Home Show as
well as numerous local and regional newscast, and articles in more than
350 national and international newspapers courtesy of AP Wireservices.
Estimated exposure: 150,000,000+ people worldwide. (SEE
PICTURES) |
