As marketing becomes increasingly experiential in nature, the lines of demarcation between event-driven marketing and other promotions are becoming increasingly cloudy. For example:
Adrants recently gave a hat-tip to Lexus, which drew attention for strategically placed experiential displays positioned in Times Square and a several other key US locations. The displays, placed at sidewalk level in shop windows, featured a “holographic” animation of the ISin motion - zooming, spinning, turning and driving within the store window space. Interactive kiosks allowed visitors to control the display features, such as the color of the car. The displays drew substantial attention and shut down street corners successfully as onlookers jammed busy sidewalks.
Experiential marketing promotions were also featured in recent episodes of the hit TV show “The Apprentice.” In several shows, the teams were assigned the task of creating innovative marketing campaigns for Dick’s Sporting Goods and Tide, as well as innovative product displays for Best Buy’s video release of Star Wars III.
Experiential marketing also applies heavily to the online world, where the constant drive to innovate and improve customer experience and dynamic qualities are ever present. Product searching, personal recommendations, reviews, rating tools, list sorting/filtering and wish lists become common features of top retail and/or promotional sites... more from
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