Experiential & sampling

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What we know about experiential marketing and sampling

Article • WARC Best Practice, December 2017

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.

Edeka: The Diversity Act

Case Study • European Association of Communications Agencies, Finalist, 2018

Edeka, a German supermarket chain, triggered a huge, international press echo, engagement and awareness when it removed all the non-German products from a supermarket to demonstrate the loss when national diversity is missing.

Visit Flanders: The Mud Soldier

Case Study • European Association of Communications Agencies, Grand Prix, 2018

Visit Flanders, the Flemish tourism authority, forged an emotional connection between the tragic anniversary of the WWI battle of Passchendaele and potential visitors from Europe, North America and Australia to reverse visitor declines to Flanders Fields' WWI battlefields.

KLM: The Art of Flying

Case Study • SABRE Awards, Gold, LATAM, Marketing To Consumer (Existing Product), 2018

KLM Royal Dutch Airlines, an airline brand, promoted its brand in Mexico City by launching an exhibit at Zona MACO, a Latin American art fair.

Goethe-Institut Mexiko: Dual Year Germany – Mexico, 2016–2017

Case Study • SABRE Awards, Diamond, LATAM, Superior Achievement in Research and Planning, 2018

Mexico successfully promoted The Dual Year Germany-Mexico 2016-2017, an event to promote unity between the two nations, through a year-long campaign that involved branding and corporate image, public relations and social networks strategies.

National Safety Council: Stopping Everyday Killers

Case Study • Jay Chiat Strategic Excellence Awards, Bronze, National strategy and Product service creation, 2018

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.

Volvo: Racing the Sun

Case Study • MMA Smarties, Gold, Global, 2018

Luxury vehicle manufacturer Volvo leveraged the 2017 total solar eclipse to launch the redesign of one of its best-selling cars in the US.

L'Oréal Paris: Magic Retouch – Making the Elder Proud

Case Study • MMA Smarties, Finalist, Global, 2018

L'Oréal, a cosmetics brand, used a dancing competition to connect to its target audience and promote its hair dye in China.

Beefeater London Town

Case Study • MMA Smarties, Finalist, Global, 2018

Beefeater, a London-based brand of gin, provided experiences for people in Madrid of the four pillars of the campaign: food, culture, music and people.

Event marketing linked to growth

News • 11 September 2018

GLOBAL: Fast-growing companies are investing more in event marketing, either sponsoring or hosting events themselves, according to a new study that highlights the value of this channel in a digital age and the need to develop better ROI ...

Coca-Cola Foundation: Story Can Stop Bullying

Case Study • SABRE Awards, Gold, APAC, Corporate Social Responsibility, 2018

The Coca-Cola Foundation, a charitable organisation, helped to highlight stories of bullying to people in Taiwan via its 'Story Vending Machine' and campus tours.

FROEBEL-KAN: Great Failure

Case Study • SABRE Awards, Gold, APAC, Branded Journalism, 2018

Froebel-kan, a producer of picture books and educational toys, launched a project to shift the focus on Japan's deep-rooted preference for children's academic credentials over their creativity.

Hong Kong Association of Psychosocial Rehabilitation: Facing up to schizophrenia - the fight for better support, treatment and acceptance

Case Study • SABRE Awards, Gold, APAC, Not-For-Profit Organizations, 2018

The Hong Kong Association of Psychosocial Rehabilitation (HKAPR), a psychiatric rehabilitation company, increased awareness and enhanced governmental changes by creating a flashmob and video series with a famous influencer.

Man's Best Friend - Introducing the Hotels.com pug mascot

Case Study • SABRE Awards, Gold, APAC, Multi-Country Campaign, 2018

Hotels.com, a hotels booking website, increased brand awareness and share of voice in Thailand and Taiwan by launching a new pug mascot to engage with millennials.

Kodansha: Cosplay Encyclopedia

Case Study • SABRE Awards, Gold, APAC, Marketing to Youth, 2018

Kodansha, a Japanese publishing company, increased sales and interest in its animal biodiversity publication in Japan by launching an interactive exhibit in a local museum.

Sinopec Open Day

Case Study • SABRE Awards, Gold, APAC, Chemicals & Industrials, 2018

China Petrochemical Corporation (Sinopec), an oil and gas enterprise, launched an ambitious Open Day campaign to foster deeper relationships with a growing number of communities throughout China.

KFC: Gamers' Playground

Case Study • Ben Condit, Summer Liu, WARC Prize for Asian Strategy, Shortlisted, 2018

Quick-service restaurant brand KFC used a collaboration with a ghost-hunting game to increase restaurant traffic and sales, by appealing to a young audience in China.

Vodafone India: Sakhi – SMS to fight sexual harassment

Case Study • Arjun Paul Vedanayagam, WARC Prize for Asian Strategy, Shortlisted, 2018

Telecoms company Vodafone India grew subscribers and revenue with a top-up product that protected women's phone numbers and privacy.

Dettol: Making the invisible visible

Case Study • Vibha Gupta, Jitender Dabas, WARC Prize for Asian Strategy, Shortlisted, 2018

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

How to bring experience into automotive advertising

Opinion • Chris Christodoulou, September 2018

Driving success in automotive advertising can be a tough ask. Saddington Baynes’ Chris Christodoulou explores how experience can inform auto advertising.

Zalando pivots to experiential

News • 05 September 2018

BERLIN: Zalando, the online fashion retailer, is betting on a festival celebrating streetwear to cultivate and grow a loyal community.

How Airbnb crashed the Oscars and out-Twittered official sponsors

Article • Reed Karaim, Event Reports, ANA Digital & Social Media Conference, July 2018

Airbnb, the online hospitality company, leveraged Twitter to insert itself into the Academy Awards, despite being locked out of the event as an official advertiser.

Swann Insurance: Inconvenience Stores – Turning an everyday errand into another reason to ride

Case Study • The Communications Council, Gold, Australian Effie Awards, 2018

Swann Insurance, a motorcycle insurance specialist, launched inconvenience stores to give older riders in Australia an excuse to enjoy their passion for motorcycling.

Guinness's destination brewery shows how beer is going experiential

News • 16 August 2018

MARYLAND: Guinness, the Diageo-owned stout brand, has opened a brewery and taproom in Relay Maryland, in order to bring US consumers the Dublin experience, while also extending its events capacity.

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.
How Mondelez mixes online and offline product sampling

Article • Mary Connors, Event Reports, P2P Summit, March 2018

Mondelez International, the snacks giant, is building up its sampling capabilities via e-commerce, as well as developing its in-store approach to this discipline.
What we know about Stunt Marketing

Article • WARC Best Practice, December 2017

This article 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, December 2017

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 Coca-Cola got Asian millennials fizzing

Article • Low Lai Chow, Event Reports, Millennial 20/20 Singapore, October 2017

When Coca-Cola's new sugar free product faced an uphill battle in Singapore and Malaysia, the company turned to experiential marketing to get Asia's millennials fizzing again.
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.