Being in the industry that we are, we have to stay abreast of the latest trends. Specifically, technological ones. One trend that is most certainly here to stay is tech’s increasing role in the experiential marketing space.
When we started talking to Lindt about the launch of their HELLO brand in South Africa, it was immediately clear that they didn’t want us to create yet another brand activation. There aren’t many people who would turn down some free Lindt chocolate, but how could we create an interactive, tech-driven piece of experiential marketing that would get people talking?
Driving Engagement with Experiential Marketing
It’s one thing to say you want to use tech in a brand activation, but before you even begin you need to know and understand how your audience interacts with the tech you hope to use. This can even get as molecular as which specific social media platform you wish to use to drive engagement.
Prizes and Amplification
Giving away prizes is by no means a new idea. However, there is nothing to say the idea can’t be reimagined in clever tech-driven ways. Traditionally, giveaways at brand activations happen there and then. A winner may tell their friends and family, but the news doesn’t go much further than that. Using tech and social media means that competitions can be amplified organically. This helps a brand’s message to spread further than it would have done through traditional marketing routes.
In order to create an integrated, memorable experience, we at Jawbone ran and managed online competitions in conjunction with the on-the-ground activations to create awareness and increase excitement about the launch of the HELLO range. It wasn’t long before news of the HELLO brand’s launch had made its way around South Africa.