MaxiNutrition: Using experiential to go viral

This event report describes how MaxiNutrition, the sports nutrition brand, used a sampling event in the UK to trigger social media engagement.

MaxiNutrition: Using experiential to go viral

Brian CarruthersWarc

New product launches are frequently accompanied by a sampling campaign and when MaxiNutrition, a sports nutrition brand owned by GlaxoSmithKline, introduced its Protein Milk product it had 70,000 samples to give away. But it also had an ambitious idea to make the impact of those samples go far beyond the traditional face-to-face experience.

"Those days are over," declared Claire Stokes, managing director of Circle Agency, an experiential specialist. And she told an audience at Marketing Week Live, an event held in London in June 2014, that a sampling brief should not...

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