In this way, Red Bull shows that it not only wants to project an extreme sports image, but also truly 'lives' extreme sports. The target group links the positive vibes and spectacle of the events to the brand and therefore identifies Red Bull with action, excitement and pushing boundaries. For an energy drink, that is of course perfect.
There are few countries where King's Day is celebrated as exuberantly as in the Netherlands. Certainly countries with a president can hardly imagine it. Heineken used that fact in a brilliant experiential marketing campaign: 'The Orange Experience'.
The beer brand gave ten random Heineken drinkers in various foreign cities, including Los Angeles, Oslo and Rio de Janeiro, a check with the text 'Ticket to Koningsdag'. The lucky ones were allowed to celebrate the king's birthday in our capital, including a trip on a party boat through the canals. KLM provided the flight. In this way, Heineken combined amazement and surprise with an undoubtedly unique and unforgettable experience.
6 interesting lessons
We can learn some interesting lessons from the above hospitals mailing list examples.
1. Link the IRL actions to social media
The most effective and obvious way is to link social media to the experiential marketing campaign. This way you reach a much larger audience than just the audience at the event itself. Think of a live stream of the action at a real life event. For actions with a competition element you can announce the winners via social media.
A powerful measure is to link a specific hashtag to the campaign, so that the real life event lives on online. The campaigns of Red Bull and Lean Cuisine described above not only had a local effect, but also reached a much larger (international) audience thanks to the online campaign and associated hashtag.
Another option is to have the experiential marketing campaign take place entirely on social media. You will miss the face-to-face effect of 'classic' experiential marketing, but you will reach many people relatively easily. For example, you could think of a campaign in which you ask fans to post photos of their daily experiences with your brand or product. In any case, the use of social media makes the results of such a campaign more measurable. Moreover, as a manufacturer you can do something targeted with the personal information about the fans that you gather via social media.