Events & experiential

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What we know about experiential marketing and sampling

Article • WARC Best Practice, January 2019

This article provides an overview of the thinking and reading on the subject of experiential marketing and sampling, both live activities that involve direct interactions with audiences that can have an impact indirectly.

How to do effective experiential marketing

Article • Alex Smith, WARC Best Practice, April 2016

This article explores best practice in the area of experiential marketing, arguing that it is a technique, not a channel, putting the idea first, and thinking about media second.

Beautyrest Be More Awake Campaign

Case Study • SABRE Awards, North America, Home & Furniture, Gold, 2019

Beautyrest, a mattress company, increased brand awareness in the US by partnering with composer Max Richter, who played his original 8-hour concert while people enjoyed a good night’s sleep on a Beautyrest mattress.

The Allstate Foundation: Purple Purse – Overshare the Invisible

Case Study • SABRE Awards, North America, Community Relations, Gold, 2019

The Allstate Foundation, a nonprofit, generated over 3.1 billion earned media impressions from its public awareness campaign in the US featuring Serena Williams.

Air New Zealand Launches New Chicago Route

Case Study • SABRE Awards, North America, Travel & Tourism, Gold, 2019

Air New Zealand, an airline brand, dropped shipping containers in downtown Chicago featuring all the good aspects of New Zealand to promote its new Chicago to Auckland flight among US consumers.

ABInbev, Bud Light: Victory Fridge

Case Study • SABRE Awards, North America, Sponsorship, Gold, 2019

Bud Light, a beer brand produced by Anheuser-Busch InBev, promoted its product in the US by launching a set of smart fridges that automatically unlocked when the Cleveland Browns football team finally won a game.

BioMarin Pharmaceuticals: Hemophilia – The Musical

Case Study • SABRE Awards, North America, Special Event, Gold, 2019

BioMarin, a biotechnology company, increased awareness of theatre as therapy for people dealing with a bleeding disorder in the US by producing Hemophilia: The Musical.

Dettol: Making the Invisible Visible

Case Study • Vibha Gupta, Jitender Dabas, WARC Awards, Shortlisted, Effective Use of Brand Purpose, 2019

Hand-sanitiser brand Dettol reduced rates of diarrhoea among children and grew penetration with an educational campaign in India.

Stayfree: Project Free Period

Case Study • Aditya Kanthy, Toru Jhaveri, Sanchari Chakrabarty, Natasha Bohra, WARC Awards, Shortlisted, Effective Use of Brand Purpose, 2019

Feminine care brand Stayfree created a provocative social initiative in India to drive genuine change in the lives of marginalised women.

Flanders Fields 14-18: The Mud Soldier

Case Study • Jakub Hodbod, Sander Janssen, Julie Frederickx, WARC Awards, Shortlisted, Effective Social Strategy, 2019

Flanders Fields used a social-by-design idea, amplified through effective paid social tactics, to reverse falling visits to the Flemish WWI battlefields.

Snickers: Hunger-Free Airlines

Case Study • Jenny L Hanghal, Katy Guan, WARC Awards, Shortlisted, Effective Innovation, 2019

Confectionery brand Snickers partnered with one of China's biggest domestic carriers, China Eastern Airlines, to develop hunger-free flights and grow market share.

National Safety Council: Prescribed to Death

Case Study • Lauren Brown, WARC Awards, Shortlisted, Effective Innovation, 2019

American non-profit organisation, the National Safety Council, raised awareness of prescription opioid overdose in the US with an innovative live experience, supported by a multimedia campaign.

7-ELEVEN: Rhythm of Love Wall

Case Study • Tangrams Strategy & Effectiveness Awards, Bronze, Other Digital Solutions, 2018

7-ELEVEN, a chain of convenience stores, encouraged Taiwanese consumers to make in-store donations towards its fundraising efforts by creating a donation box that clapped whenever a contribution was made.

Unilever's OMO Tag: An innovative twist on sampling

Opinion • Chiara Manco, February 2019

Unilever-owned OMO launched a water-soluble clothes tag made from laundry detergent that will be added to sports outfits on sale in Lebanon.

Golin: Creating Cultures of Empowerment: Have Her Back

Case Study • SABRE Awards, Best Agency Marketing, In2, 2019

Golin, a media company, launched a photographic campaign in the US that discouraged gender discrimination in the workplace by encouraging agencies to bring back women who had left due to prejudice.

Campari: Celebrating Equal Parts Cocktails, Charity and Creativity for Negroni Week 2018

Case Study • SABRE Awards, Most Innovative Brand Marketing/Communications Professional - Brand, In2, 2019

Campari, an alcoholic liqueur, increased sales across the US by launching a seven-day event that encouraged bars and restaurants to create their own Negroni cocktails and donate the proceeds to charity.

National Safety Council: Prescribed to Death

Case Study • SABRE Awards, Best In Show #3, In2, 2019

The National Safety Council (NSC), a public services organization, affected change as a result of its travelling memorial to highlight the effects of prescription opioids in the US.

What we know about stunt marketing

Article • WARC Best Practice, February 2019

Provides guidance and reading on the tactic of stunt marketing – a form of experiential marketing that aims to generate buzz and boost engagement.

Event marketing may boost young brands

News • 25 January 2019

Young brands may benefit from tapping the power of event marketing to enhance their status and drive revenue, according to a study published in the Journal of Advertising Research (JAR).

Bajaj Almond Drops: Sliding into the Guinness World Record

Case Study • Kavita Acharekar, Nirmal Desai, Prasad Patwardhan, Maitri VJ, WARC Media Awards, Entrant, Effective Channel Integration, 2018

Bajaj Almond Drops, the leading brand in the hair oil market in India, decided to gain market share by setting a new Guinness World Record, which would demonstrate the importance of the traditional habit of hair oiling engagingly and interestingly.

Event-marketing and advertising expenditures: The differential effects on brand value and company revenue

Research Paper • Lei Liu, Jin Zhang and Hean Tat Keh, Journal of Advertising Research, Vol. 58, No. 4, 2018, pp. 464-475

Surprisingly little empirical research has examined the effects of event marketing at the company level.

Pampers: Bums don’t lie

Case Study • Vandana Mehra, Manish Lohana, WARC Media Awards, Silver, Effective Use of Partnerships and Sponsorships, 2018

Baby care brand Pampers created a programme of paediatrician-led workshops to boost nappy sales by targeting young mothers and their mothers-in-law in India.

Listerine: Bring Out the Bold – Listerine and The Voice

Case Study • Mario Mejia, Laura Murcia, Sandrino Vejar, WARC Media Awards, Bronze, Effective Use of Partnerships and Sponsorships, 2018

Mouthwash brand Listerine partnered with TV programme The Voice to reach audiences across Latin America.

Refinery29: 29Rooms 2017

Case Study • Finola Austin, WARC Media Awards, Entrant, Effective Use of Partnerships and Sponsorships, 2018

Refinery29, the women-focused media publisher, created 29Rooms 2017 which brought the digital-first brand into real life to connect brands with millennial and Gen Z consumers in a more experiential way in the US.

Mondelez: Hunting Season - Creme Egg Camp

Case Study • Direct Marketing Association - UK, Bronze, 2018

Cadbury's Creme Egg, a chocolate confection sub-brand, propelled brand growth in the UK by providing consumers with the chance to get their hands on a limited run of white chocolate Creme Eggs in a "Willy-Wonka style hunt".

What we know about stunt marketing

Article • WARC Best Practice, February 2019

Provides guidance and reading on the tactic of stunt marketing – a form of experiential marketing that aims to generate buzz and boost engagement.
What we know about experiential marketing and sampling

Article • WARC Best Practice, January 2019

This article provides an overview of the thinking and reading on the subject of experiential marketing and sampling, both live activities that involve direct interactions with audiences that can have an impact indirectly.
Mastercard’s Rajamannar to Cannes: classical advertising is “dead”

Article • Stephen Whiteside, Event Reports, Cannes Lions, June 2018

Mastercard, the payments brand, is tapping the power of experiential marketing in a bid to engage consumers in meaningful ways around their passion points.
Understanding the shopping experience and its implications for malls as marketing media: Attracting and retaining customers through fashion, service, and improved food options

Research Paper • Haiyan Hu and Cynthia R. Jasper, Journal of Advertising Research, Vol. 58, No. 2, 2018, pp. 151-164

A satisfying shopping experience is critical to a mall's ability to draw crowds and to its effectiveness as a marketing medium.
Why brands should embrace the shift to experiential marketing

Article • Vanessa Tadier, Admap Magazine, May 2018, pp. 42-43

Offers advice on how experiential might work in different ways for a brand, using examples from the likes of David Lloyd, Jet Blue and The Economist.
How to do effective experiential marketing

Article • Alex Smith, WARC Best Practice, April 2016

This article explores best practice in the area of experiential marketing, arguing that it is a technique, not a channel, putting the idea first, and thinking about media second.