Marketing events have become the standard to launch products, generate buzz and get press mentions for brands. Let’s take a look at some of the biggest campaigns from 2016 and how they made an impact.
The Snapchat Vending Machine
With over 60 million daily users, it’s safe to say Snapchat isn’t going anywhere, anytime soon. In November, they announced the launch of Snapchat Spectacles, fun sunglasses with built-in wireless capabilities to send instant Snaps. To promote the product, the company set up giant, yellow vending machines. Users are encouraged to follow the map and find these machines and purchase the Spectacles. The thrill of the chase and the social media posts that ensued got people talking and Snapchat saw a marketing success.
Suicide Squad at SXSW
The SXSW conference in Austin, TX has become the benchmark for experiential marketing. When Warner Brother decided to promote their summer blockbuster “Suicide Squad” at the festival, they partnered with a local tattoo parlor to bring the film to life. Attendees and fans could swing by the parlor and get fake (or real!) tattoos inspired by the film.
Another media property getting into the fun at SXSW in 2016 was USA Network. Their smash hit Mr. Robot follows a hacker based in Coney Island. To promote they show they decided to bring a piece of Coney Island right to Texas. They set up a 100-foot replica of the Coney Island Wonder Wheel right in the center of downtown Austin. The activation was set up with an intent to go viral, which it did, getting plenty of conversations started on Twitter, Facebook, Snapchat and Instagram.
Social Media Moms
Disney is known for its viral campaigns, but their marketing event for “Social Media Mom” is a genius way to get fans involved and create brand awareness on a personal level. In its 8th year, Disney invites prominent Mommy bloggers the park for a four days learning trip. While they don’t require posts, the last event generated over 28,000 tweets and almost 5,000 Instagram posts.
Guinness is an established brand with plenty of loyal fans, but even they decided to get in on the fun. Brand ambassadors visited local bars around the U.K. and gave prizes to patrons who purchased a Guinness pint. One lucky winner received a free trip to Dublin for four friends via a private Guinness-themed jet. While the experience required a purchase, it made the brand seem fun and relevant to their Millennial audience.
Experiential marketing gets people talking. How will it work for your brand?