Immersive Brand Campaigns
More and more, brands are investing in what could conventionally be referred to as ‘stunts’ in order to create a buzz. By putting audiences in the centre of your story, you give them something to talk about and share with others, at the click of a button.
In 2010, T-Mobile first broadcast their TV Ad featuring a ‘flash-mob’ of dancing commuters taking the general public by surprise in Liverpool Street Station. The advertisement went on to be named Best TV Ad of the year and hundreds of copy-cat events featuring ‘flash-mobs’ followed suit, and still do to this day.
This ever-popular, and relatively cheap, experiential tactic is the embodiment of this form of PR and marketing – putting an audience in the heart of your story, perhaps unexpectedly, giving them an experience that they want to share with their networks.
We have seen brands turn up in unexpected places, such as Doctor Who’s Tardis, which ‘crash-landed’ into Parliament Square to promote a new series which made for extensive traditional and social media coverage.
Blockbuster movie, Jurassic World also transformed Waterloo Station ahead of the film’s release with a container full of Raptors and various drop-in outposts.
Recently, in our very own Birmingham city centre, Symphony Hall and Town Hall Birmingham brought a giant climbing wall to busy Victoria Square to promote their ‘Adventurers Season’ of talks and shows from seasoned travel and survival experts. Members of the public could partake in a unique opportunity to rock-climb outside the famous city landmark, whilst being made aware of the upcoming performances – all ready to share on social media.
This week, luxury airline Qatar Airways is offering the public the chance to experience flying Business Class in the middle of The Mailbox by setting up their luxury lie-flat beds with top-class amenities in the centre of the popular shopping spot. Passers-by will be able to sit in the Business Class chairs, take a snap and share the experience for themselves.
By giving your audience an experience they want to share, your story can reach an untapped network of potential customers or clients.
In the current social climate, where our day-to-day experiences are documented and shared with the touch of a button, experiential marketing and PR can make an impact that a traditional campaign can only dream of.