Experiential marketing is about shifting people’s perceptions, exceeding their expectations and providing memorable, enjoyable and tangible connections between brand and consumer. When confronted with all the noise and clutter prevalent in our 21st century world, what makes me, in my role as consumer, pause and take notice? I must admit my expectations might be higher than those of someone who doesn’t live and breath experiential marketing and brand advocacy, but the basic components are the same. I want to be surprised and delighted. I want a unique experience. I want to feel that the brand speaks directly to me, reflects out-of-the-box thinking and respects my time, values and intelligence. I know how we achieve that at A Squared Group, and I love seeing it done well elsewhere too.
Recently, I was introduced to Bompas & Parr via KCRW’s Good Food program, and once again reminded of how limitless the possibilities are for creating a memorable experience – whether in service to a brand or not. Bompas & Parr up-ended the idea of what it means to have a drink. They vaporized Hendrick’s Gin and Fever Tree tonic in a building. Guests walked through a cloud of mist, “drinking” their gin and tonic with each inhalation of air.
Anyone who imbibed from this Alcoholic Architecture will never think of gin and tonic the same way again, and will associate this amazing experience with the brands involved.
All of which just goes to show that nurturing the relationship between brand and consumer has never been more fun.