Experiential

Information and insights on brand activation and event marketing

Experiential


Lucile Dreano and Maud Paget, Warc Prize for Social Strategy, Entrant, 2014
This case study describes how The European Programme of Food Aid to the Most Deprived (MDP) used stunts to fuel a social media campaign to avoid abolition and win continued funding from the European Union. The scheme had been threatened with abolition in 2011, but won an extension to 2012.

Minyung Shin, Warc Prize for Social Strategy, Entrant, 2014
This case study describes how Microsoft, the computer software company, launched the Windows 8 (Win8) operating system in South Korea, in an attempt to slow the migration of mobile users to other devices and operating systems. The primary objective for Microsoft was to engage Generation Z, an increasingly demanding target audience who were used to seeking access to the internet any time, anywhere and on any device.

Tahaab Rais, Warc Prize for Social Strategy, Entrant, 2014
This case study shows how, to celebrate the spirit of positive change and optimism resulting from the Arab Spring, Coca-Cola launched 'Today I Will', an initiative aimed at unlocking individual potential whilst staying true to the values that shape Middle Eastern society. By giving the youth a platform to make their voices heard, Coke reached millions and engaged hundreds of thousands across the region, while Coca-Cola sales increased by 28% in Saudi Arabia and 16% in the United Arab Emirates (UAE).

Miroslaw Smolewski, Warc Prize for Social Strategy, Entrant, 2014
This case study describes how Nestle set out to increase sales of Kaktus Ice Cream in Poland by creating a communications platform called 'Republic of Cactus', which aimed to integrate the promotional activities across all channels. The campaign was an example of how to communicate with a young target audience through social media, and how precision planning can lead to synergies between actions.

Laura Woods, Warc Prize for Social Strategy, Entrant, 2014
This case study describes how Toyota, the car manufacturer, created a series of radio sessions released on Pandora, the internet radio service, to drive brand awareness and purchase intention amongst 18-49 year olds in the US. The six part series highlighted the work of emerging artists, providing music, exclusive behind-the-scenes content, and live events footage.

Tahaab Rais, Warc Prize for Social Strategy, Entrant, 2014
This case study shows how Coca-Cola, the beverage giant, used the International Day of Happiness in 2013 to engage with students in the United Arab Emirates. The company sought to prove that if the prevalent gloom in the Middle East was contagious, then happiness and laughter were even more contagious by building 'The Laughter Machine', a vending machine that replaced money with the sound of laughter, and placed it in two key universities in the UAE.

Elaine Loh, Warc Prize for Social Strategy, Entrant, 2014
This case study explains how the GATSBY 5th Dance Competition (GDC), an event organised by Mandom Corporation, a beauty and personal care company, was promoted in a search for Southeast Asia's best student dancers. Every year, eight finalists from eight different countries, each having emerged as the champion of their country, compete against each other in a final.

Jose Aguilar, Luis Guillen and Victor Figueroa, Warc Prize for Social Strategy, Entrant, 2014
This case study describes a campaign in Mexico by Koleston, a hair colour brand owned by Procter and Gamble, which used social media to target women. The campaign began with an unbranded emotional video in which a celebrity famous for her blonde hair explained how she was ready for a big change.

Marily Argyri, Sophie Dufouleur and Michela Andrenacci, Warc Prize for Social Strategy, Entrant, 2014
This case study describes a campaign by Nestle, the nutrition company, to promote its FITNESS cereal brand in Greece, targeting women with a breast cancer-related health message. Following on from previous breast cancer campaigns, a celebrity was recruited to wear a bra that when unhooked Tweeted a message to remind women to self-examine for symptoms of breast cancer.

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