Events & experiential

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What we know about experiential marketing and sampling

Article • WARC Best Practice, December 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.

Standard Chartered Bank (SCB): Art Gap

Case Study • Remie Abdo, WARC Prize for MENA Strategy, Shortlisted, 2020

Multinational banking company Standard Chartered Bank used a social media approach backed by an art exhibition to raise awareness of the gender pay gap and the bank's commitment to gender equality in the United Arab Emirates.

From IRL to URL and all points in between

News • 18 June 2020

While more and more aspects of the lockdown are being eased, it’s clear that in-person brand activations and experiences aren’t returning to normal any time soon and that creative new solutions are required as new regulations define social ...

Five ways to reimagine ‘IRL’ brand experiences in the COVID-19 era

Article • Christophe Castagnera, WARC Exclusive, June 2020

Social distancing and other COVID-19 regulations will require a reimagining of brand activations and experiences, even as lockdown lifts.

Arçelik: The Arçelik Experience Centre

Case Study • Design Business Association, Design Effectiveness Awards, Silver, 2020

Arçelik, a household appliances brand, increased sales in Turkey by redesigning its stores with the Arçelik Experience Centre, allowing customers to fully explore the products it has to offer.

The Glengoyne Distillery: Experience nurtured and matured for 10 years

Case Study • Design Business Association, Design Effectiveness Awards, Gold, 2020

The Glengoyne Distillery, a Scottish distillery, launched a 10-year redesign of its distillery, which increased visitors and spend across Scotland.

Anglian Water: Water Resource East – Future of Water

Case Study • Design Business Association, Design Effectiveness Awards, Bronze, 2020

Anglian Water, a water company, designed an event to show stakeholders in the UK what the future would look like without action.

Stallergenes Greer: Augmenting reality to build an engaging NAVDF booth experience for vets

Case Study • SABRE Awards, Gold, North America, 2020

Stallergenes Greer, a global biopharmaceutical company, created an AR-led experiential booth at the North American Veterinary Dermatology Forum to promote its Supportive as a Service Dog campaign.

Pantone Color of the Year 2020: A multi-sensory experience

Case Study • SABRE Awards, Gold, North America, 2020

Pantone, a color partner for design, promoted its color of 2020 in the US, Classic Blue, by creating a multi-sensory campaign that gave the color a custom taste, touch, scent, sound and sight.

Hidden Valley Ranch: National Ranch Day

Case Study • SABRE Awards, Gold, North America, 2020

Hidden Valley Ranch, a ranch dressing brand, increased brand awareness in the US by launching a 24-foot bottle installation that allowed visitors to fill any size container with its ranch dressing.

The Minneapolis Foundation: Creating community through conversations

Case Study • SABRE Awards, Gold, North America, 2020

Minneapolis Foundation, a non-profit organisation, created a podcast and live-event series to discuss difficult topics to promote its brand as the top resource for addressing tough problems in Minneapolis.

LG Electronics: Café OLED by LG

Case Study • SABRE Awards, Gold, North America, 2020

LG Electronics, a home electronics company, increased awareness of its OLED TVs in the US by launching Café OLED, a sensory pop-up that let customers see and taste the bright colours of OLED.

Helzberg Diamonds: Ordained store associates help customers get hitched at Helzberg

Case Study • SABRE Awards, Gold, North America, 2020

Helzberg Diamonds, a jewellery retailer, created a portal that allowed its associates to get ordained to let the brand host its own wedding ceremonies in order to reach newly engaged couples in the US.

Globe Business: Project Eagle 3.0

Case Study • Rowan Joshua Dimaculangan, WARC Awards, Entrant, Effective Content Strategy, 2020

Philippines-based telco and service provider brand Globe Business used a multi-channel campaign to encourage its customers to discover their own purpose, and to look beyond numbers and gains.

Al Tayer Motors: Unseen Potential

Case Study • Tahaab Rais, Mario Morby, WARC Awards, Silver, Effective Content Strategy, 2020

Car dealership Al Tayer Motors got its staff to create an art project from old car parts to showcase its dedication to service to drive brand preference in the UAE.

Standard Chartered Bank: Art Gap

Case Study • Remie Abdo, WARC Awards, Shortlisted, Effective Use of Brand Purpose, 2020

Multinational banking company Standard Chartered Bank used a social media approach backed by an art exhibition to raise awareness of the gender pay gap and the bank's commitment to gender equality in the United Arab Emirates.

Tanqueray: #FFAB60 – Searching for the special colour of Seville

Case Study • Sergio Garcia, Jacobo Pérez, WARC Awards, Gold and Partnership Award, Effective Innovation, 2020

Gin brand Tanqueray implemented a colourful multi-channel campaign in Spain to drive growth and stand out from the crowd.

Master Kong Express Noodle: The Makeover of the Four Immortals

Case Study • Jenny Hanghal, Cathy Sun, WARC Awards, Bronze, Effective Innovation, 2020

Instant noodle brand Master Kong Express updated its brand image, protected market share and grew sales in China during Chinese New Year.

Experiential marketing leads the way for cannabis companies

News • 16 March 2020

Brands entering the US cannabis market face a legal labyrinth in that the sale of cannabis products is now legal in 11 states, plus the District of Columbia, but brands are fairly rigorously excluded from traditional forms of advertising.

What General Mills learned from launching LÄRABAR in the UK

Article • Anna Hamill, Event Reports, POPAI Retail Marketing Conference, February 2020

Lärabar, an all-natural energy bar owned by General Mills, was a market leader in the US, but launch in the UK required a strategic and hyper targeted approach.

Oppo stages a 'New Year's Strange Encounter' for its R17 launch in China

Case Study • Jenny Chan, Case Studies on WARC, ROI Festival, October 2019

Christiana Care Health System: #HitMeWithYourFluShot

Case Study • SABRE Awards, IN2, North America, Employee Engagement, 2020

Christiana Care Health System, a network of private, non-profit hospitals in the US, created an employee-engagement campaign that encouraged workers to get their flu shots.

W2O: A healthcare targeted approach to provide client value

Case Study • SABRE Awards, IN2, North America, Best Live Event - Agency, 2020

W2O, a marketing company, created a curated program for the SXSW Interactive Festival in the US to dominate share of voice and reach C-suite and senior healthcare marketing and communications professionals.

Courageous Studios

Case Study • SABRE Awards, IN2, North America, Most Innovative Agency Initiative, 2020

Courageous Studios, the Branded Content Studio of WarnerMedia's News Division, launched its new experiential marketing division in the US through a series of 360-degree campaigns and purpose-driven films.