Envision your favorite shows to binge-watch come to fruition as you step into an interactive experience full of your favorite episodes, characters, and even live sets of the most memorable moments you cherish. From a colossal-sized gaming avatar and immersive gaming environment to a video tunnel full of hit shows from Netflix. The opportunities are endless as you navigate the world of experiential marketing events.
These forms of experiential marketing and real enticing examples are just a few types of experiences that FGPG will walk you through. It’s incremental to understand the meaning, purpose, and benefits behind the development of experiential marketing campaigns before embarking down a rabbit hole full of experiential wonders, especially as a brand seeking to invest its time and resources into this form of marketing.
In recent years, the traditional trade show and industry conference booths are no longer sufficient for brands looking to build an effective campaign. Too often, audiences find themselves unimpressed with the conventional form of marketing and require a solution that presents the opportunity for consumers to do more than observe, but also engage. It’s critical to note that it’s not the event that prevents audiences from returning or remembering your brand. It’s the experience they remember having. Award-winning experiential marketing agency, FGPG, will share insight on some examples of the most inspiring experiential marketing campaigns that left a lasting impact on their audiences and how other brands can tap into their full potential.
In this article, we will dive more into depth in:
- What is Experiential Marketing
- The Benefits of Experiential Marketing
- Best Examples of Experiential Marketing Campaigns
As we touch on these topics, you will discover various experiential marketing campaigns by FGPG that were efficiently executed and surpassed expectations. Firstly, we will begin breaking down these campaigns by sharing the meaning and purpose behind experiential marketing.
Also referred to as engagement marketing or interactive marketing, experiential marketing is an approach in which brands provide their target audience and consumers with distinguished interactive and immersive experiences. Most importantly, it consists of a physical and tangible component that no other form of marketing can offer. These strategies are effective as these campaigns allow brands to think outside the box and step away from the conventional approaches found in traditional advertising.
This form of marketing is about creating lasting memories, and building authentic relationships and emotional connection between an audience and a brand’s product or service, in a saturated and competitive landscape filled with brands battling for attention. How does one define this type of marketing?
Experiential marketing is a marketing strategy that attracts consumers with an interactive experience of their brand in a real-world setting. Usually executed by utilizing immersive and participatory branding materials and technology, the brand showcases to its audience what they offer and who they are as a brand.
Companies of any size can take an experiential marketing approach but typically dictates having a flexible budget. Engagement marketing is an invaluable opportunity to get consumers excited about your brand. When carefully creating unique campaigns, you create an experience that will uniquely resonate with your audience.
To better understand why experiential marketing is an effective strategy for all brands, we will dig into the benefits of this approach.
Builds Strong Connections With Consumers
Numerous large brands have taken matters into their own hands by getting into experiential marketing early on and have built long-lasting relationships. The best way to know if you have made a strong connection is if the relationship transcends beyond consumerism. For instance, American Express’s AI tennis game at the 2017 U.S. Open let event goers enhance their experience while associating American Express with something besides tickets and souvenir purchases.
Experiential Marketing Creates Conversation & Buzz
Engagement marketing is designed to build rapport, and when executed effectively, that’s what those interacting with your experience should be doing. Most importantly, free publicity from social media can be one form of word-of-mouth marketing, as users share their opinions, news, and experiences within their networks.
An Active Understanding of Your Product
One of the most important goals to achieve with experiential marketing is to educate consumers about your products, service, or brand – and this is only possible if the audience is engaged and interacting. Therefore, brands must tie their brand or product to an entertaining experience like a live event, trade show, pop-up, brand activation, or even a virtual event. Consumers are more likely to get the message. According to a study by Event Marketer, about 65% of consumers say that live events and product demonstrations helped them fully understand a product better than any commercial or other methods.
Russel Hobbs – Product Launch, Influencer & Media Event
Russell Hobbs is the number one small domestic appliance brand in the UK. The brand has expanded into a worldwide presence, setting new standards for timeless design and true innovation across Europe and now in the United States.
The event hosted 80 VIP guests, press, and social media influencers to an English-style tea party where they were treated to tea served in vintage tea cups, surrounded by florals, with other curated British-inspired treats to round out the F&B experience.
Pacifico Beer – Music Festival Consumer Lounge Pop-Up
Pacifico beer is a popular alcoholic beverage brand founded in in Mazaltan, Mexico and was popularized in the 70s by a group of Californian surfers traveled down to Mexico’s remote Baja Peninsula to catch some waves
The Bottle Rock Music Festival is an upscale, multi-day music, wine, food, and brew festival in Napa California.To connect with their target audience, FG|PG designed a 30 x 30, four post “porch” with swings, branded buoy photo op, beer, of course, and plenty of shade from the sun— an important amenity at festivals.
Fortnite – Immersive Gaming Exhibition
Fortnite is one of (possibly THE) the most popular survival games where 100 players fight against each other in player vs. player combat to the last user standing— relatively known as a fast-paced, action-packed game with an estimated 125 million players.
Epic Games, the creator of Fortnite, approached FGPG with a plan to build their E3 booth as an immersive in-game party experience to celebrate their loyal fans and community. In E3 2019, FGPG constructed a 10,000-square-foot interactive exhibition. From the Boogie Down Challenge to a Supply Llama Rodeo, there was plenty of excitement and delight to keep all Fortnite’s players, partners, and friends engaged from show open to close.
Guests were drawn into the booth from afar by a massive 12-foot-tall backlit Fortnite logo suspended above an actual BATTLE BUS. Complete with a custom-fabricated 18-foot hot air balloon and a 100-pound disco ball floating high above the show floor.
Netflix – Brand Activation Booth
FGPG was approached to construct a fan experience at Comic-Con for a few of Netflix’s original. FG|PG designed and built a high-tech exhibit featuring an interactive video tunnel. The 20×30 booth featured eye-catching graphics and impactful signage, but the real buzz was created by an innovative tunnel comprising 68 monitors. This tunnel was designed to totally immerse attendees in Netflix programming. Guests were able to interact with and preview trailers of the upcoming seasons of Stranger Things, The Defenders, Death Note, and the new movie Bright, starring Will Smith.
Carbon – Exhibition
Carbon combines versatile printers, advanced software, and best-in-class materials to deliver functional parts with end-use performance and aesthetics, helping engineers and designers to create products that outperform. From prototyping and low-volume production to production-at-scale, hundreds of global organizations, including Adidas, Ford, and Beckton Dickinson, use the Carbon process to create a wide range of functional end-use parts and print them reliably wherever and whenever they need them through our production network partners.
Carbon has relied on FG|PG to design and manage its exhibit program since 2016 and has continued to grow its presence. Their most significant footprint is on display at IMTS in Chicago, which is no surprise since IMTS brings together over 2,500 exhibitors and 130,000 attendees. With so much competition on the show floor, our priority was to leverage a bold design representative of their light-based technology to make an immediate impact.
Fall Guys Ultimate Knockout — Exhibition, and Brand Activation
Fall Guys joins the gaming community as another notable survival game. Here’s how the gameplay works: 60 players have to compete over a series of obstacle courses, and only some of them will make it to the next round. On the final challenge, the last surviving competitor is the winner. Some courses are rampage races across bouncy-castle landscapes, where sliding doors and swinging boulders knock unwary sprinters into the abyss; others throw players into a game of football. A disruptive challenge where you have to steal other players’ tails is a bit like the children’s party game where you all have balloons tied to your ankles and must stamp on everyone else’s.
The exhibit space was massive at 150’x70′, we developed a loud design (and fabricated every inch) to support the Fall Guys characters. The booth included 68 gaming stations embedded into existing gaming units we built for Fornite @ E3 several years back, along with a bright pink carpet, a fun green screen photo op, a media wall, and huge inflatables, the largest being the rainbow arch at 26’ long x 3’ deep x 13’ high.
We are a unique collective of ambitious makers, doers, and dreamers that work as one to push forward the power of what’s possible.
FG|PG was founded nearly 21 years ago. Today we’re one of the largest woman-owned, WBENC Certified, live, hybrid and virtual experiential agencies in the US. That trajectory isn’t accidental. It’s the result of a commitment to continually evolve, to never stop learning, and to always listen to our clients’ needs.