Article
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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.
Article
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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.
Article
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Alex Brownsell, Event Reports, INMA’s European News Media Conference, September 2019
Looks at how The San Francisco Chronicle is tackling the issues of declining print revenues and local engagement.
Article
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Samantha Deevy, Admap, December 2019
The annual Super Bowl game is one of the biggest moments in the US advertising calendar, but how can brands make an impact without investing in the banner TV spot?
Case Study
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Philip Hewitt, WARC Media Awards, Entrant, Effective Channel Integration, 2019
Audi built on its aspirational positioning as the best-selling premium car brand in Italy with an awareness event at Milan Design Week, designed by famous architect Hani Rashid and installed in Milan's famous Piazza Sempione, to target 'premium progressives'.
Case Study
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Tahaab Rais, Mario Morby, WARC Media Awards, Entrant, Effective Channel Integration, 2019
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.
Case Study
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James Barnett, WARC Media Awards, Shortlisted, Effective Channel Integration, 2019
Confectionery brand Skittles reached a Super Bowl-sized audience by appearing on Broadway with a bespoke new production.
News
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12 November 2019
XFINITY, a unit of Comcast that provides cable television and internet services, identified an opportunity to reach people with an unrivaled passion for live content by connecting with fans of reality TV.
Article
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Stephen Whiteside, Event Reports, 4A's Strategy Festival, October 2019
XFINITY, the cable TV and online services brand, engaged an audience of millions with a campaign that drew on the mass appeal of reality television.
Case Study
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MMA Smarties, Finalist, EMEA, 2019
Huawei, a technology brand, successfully reached new Turkish participants for its Seeds of the Future training program by launching a social media focused campaign that not only engaged new candidates but broadcasted their training progression throughout the program.
Article
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Emma Jeffers, WARC Exclusive, October 2019
Reveals insights and findings from Ocean Outdoor and Unibail-Rodamco-Westfield’s research into the impact of digital out-of-home (DOOH) as a broadcast channel and how live broadcasts and pre-scheduled content drives brand affinity and engagement.
Case Study
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SABRE Awards, LATAM, Practice Area, Gold, 2019
Booking.com, a travel fare aggregator website, raised brand awareness in Mexico by launching accommodation based on the Day of the Dead, to encourage booking of trips within Mexico on its site.
Case Study
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Account Planning Group - (UK), Bronze, 2019
National Safety Council (NSC), launched a national debate about prescription opioid-related deaths in the US via its Prescribed to Death campaign, which equipped Americans with the knowledge and tools to have a conversation with their doctors.
Case Study
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Account Planning Group - (UK), Gold, 2019
IKEA, a furniture retailer, renewed its market-leading position with a creative campaign that combined surreal imaginings with everyday life.
Case Study
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Account Planning Group - (UK), Entrant, 2019
Gaviscon, the heartburn relief brand, transformed its approach to engage a younger audience and drive affinity for the brand in the UK.
Case Study
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Jay Chiat Strategic Excellence Awards, Bronze, Connection Strategy, 2019
Oh Henry!, a chocolate bar brand, leveraged the legalisation of cannabis in Canada to encourage consumption among millennials.
News
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15 October 2019
Samsung Electronics America, the electronics manufacturer, is focusing on marketing experiences as a powerful means of engaging consumers, especially millennials and members of Gen Z.
Article
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Research on WARC, September 2019
The demise of the high street has been widely reported in the media in recent years but ‘the death of the high street’, doesn’t quite capture the situation accurately.
Case Study
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Jay Chiat Strategic Excellence Awards, Short, National Strategy, 2019
Kwality Dairy, an Indian company that processes and handles dairy products, tackled the problem of vitamin D deficiency among Indian children through a campaign centred around school assemblies.
Article
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Stephen Whiteside, Event Reports, Advertising Week New York, September 2019
Samsung Electronics America, the electronics brand, believes that experiences are the next frontier for its marketing strategy.
Article
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Rory Byrne, Admap, October 2019
Asks whether brands should break boundaries and questions the ways in which companies behave in these immersive worlds.
Case Study
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ARF Ogilvy Awards, Bronze, 2019
JennAir, the US premium appliance manufacturer raised sales and reversed declining brand health metrics by changing category expectations and embracing the truth that progress demands defiance.
Case Study
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ARF Ogilvy Awards, Gold, 2019
truth, the national public health organisation, reached out to the youth segment to inform them of the dangers of prescription opioids in the US.
News
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23 September 2019
Mastercard, the financial payments firm, concentrates on leveraging experiential marketing to engage consumers around their passion points, having concluded six years ago that traditional advertising just wasn’t as effective.
Case Study
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SABRE Awards, Asia-Pacific, Sponsorship, Gold, 2019
Converse, the sports brand, launched an integrated communications campaign to reach Generation Z in China, which doubled its revenue target.
