Mayank GroverManagement Student at IMT Ghaziabad
Experiential marketing, also called “engagement marketing,” is a marketing strategy that invites the audience to interact with a business in a real-world situation. Using participatory, hands-on, and tangible branding material, the business can show its customers not just what the company offers, but what it stands for. It focuses on getting the consumer to experience the brand.
Here is how Coca-Cola used ‘Experiential Marketing’ effectively to promote its brand messaging of ‘open happiness’:
Coca-Cola is a global brand that has distinguished itself by creating memorable marketing campaigns since inception. A few years ago, they came up with an idea to use special live communication portals to invite consumers to put their differences aside and promote cultural understanding.
The “Small World Machines” campaign!
- The initiative “Small World Machines”, by Leo Burnett Sydney, provides a live communications portal through a Coca-Cola vending machine for Indians and Pakistanis to interact and engage across country borders.
- The vending machines were placed in two different locations, one in India and another in Pakistan. People were encouraged to put their differences aside and complete a friendly task together like waving, touching hands, drawing a peace sign or dancing. All in order to receive a free Coke.
- In order to connect people in two different countries and capture such an intimate experience, Coke and Leo Burnett created unique 3D touchscreen technology to project a streaming live video feed onto the vending machine screen while simultaneously filming through the machine to capture a live emotional exchange.
- “Small World Machines” solidifies the notion that what unites humanity is far stronger than what sets us apart. The experience evoked many, heart-warming and emotional reactions. It evoked a feeling of Happiness.
The campaign was incredibly successful and received many positive reactions from the press. But more importantly, it proved that even a soda company can make bold attempts in bringing about a positive change through their marketing strategies.
Main Takeaway: Brands shouldn’t be afraid to tackle a larger issue through a brand campaign. Beyond elevating brand awareness, this can be a public affirmation of your company’s values, which is just as important.
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