Target ad with Bullseye University

Why Target’s #BullseyeU Experiential Campaign Worked

Within the past few years, Target has beautifully integrated experiential marketing into their marketing strategy. Their Bullseye University Campaign is the perfect example. College students were the sole target, and the overall goals of the campaign were to change perception, behavior, and to drive purchases specifically for the back-to-school season.

The experience began with a Bullseye University-built dorm placed on UCLA campus. The dorm was completely decked out in target décor, and five YouTube celebrities, who collectively had five million followers, became the roommates. Life in the dorm was streamed live across the stars’ YouTube Channels. As a trusted resource, the roommates promoted target products within their rooms and viewers were able to scroll over their screens and get direct links to purchase the items.

The campaign continued with pop-up structures placed at five major U.S. campuses during move-in week. The structure included several motion sensor touch screens where students could play games and actually design their own dorm room.  The dorm “resident” encouraged students to team up to win products. The pop-up was further programmed as if it were a live TV channel and each hour different brands, sold in-house at target, interacted in different ways.

Another version of the pop-ups were large enclosed dorm rooms filled with the latest Target college essentials. Students were able to walk through the dorm, check out the items, and then purchase them through a QR code wall on the opposite side of the structure. At some campuses, shuttles ran students back and forth to the nearest Target to get their last-minute necessities. Dorm rooms reflected each universities school colors and properly showcased what the dorm life should be like with Target.

Why Target’s #BullseyeU Experiential Campaign Worked – The Pineapple View:

  • Target generated hype before the activation through the live streaming of curated content. The “roommates” large following spread the message far and worked perfectly to kick-start live on-campus engagements.
  • Target utilized a vast number of interactive elements at their activations that truly captured student’s attention and made them want to participate. An immersive experience was created and students were completely engaged.
  • The #BullseyeU Campaign reached $144, 000 students and parents, changing both brand perceptions and behavior. The entire campaign was designed to be shareable and generated 76 million Twitter impressions.

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Stock image of a desk

Is My Company Too Small For Experiential Marketing?

The short answer is… no!

The great thing about an experiential campaign is the ability to bring life to your brand, no matter the size. While we have worked with many big, bold clients, The Pineapple Agency has also done work for plenty of smaller companies. With the right activation, no brand is too small or unsexy for experiential. 

In fact, being a smaller and less established brand can provide a great opportunity for you to stand out from your “Megacorp” competitors. Large and established brands typically have traditional marketing methods in place allowing great space outside the traditional realm for small brands to stand out. Because your small company is still defining it’s brand, you can differentiate through unique and memorable marketing to establish your brand identity. 

As a small company with growth potential, experiential marketing allows for the building of brand awareness. What could be a better way to initially get your brand on consumer’s radar than an experiential activation? Something memorable, interactive, and unexpected will allow your brand to stick in the minds of consumers.

A small, unestablished brand typically comes with a small, unestablished budget. While having a premium budget does create a premium product, a small budget doesn’t necessarily prohibit a large impact through experiential marketing. All it often takes is a good idea. Guerrilla tactics are something we love to implement and integrate into our clients marketing strategies. If exciting and memorable, even free initiatives can become self-sustaining. People nowadays love to share everything they encounter or experience, and this works greatly in your favor. Viral exposure of your campaign or activation is often all that it takes to start and continue the conversation for your brand.

To find out more about experiential marketing and how we help take businesses to the next level, please feel free to contact us by phone, email, or interact with us on our blogFacebook, or LinkedIn page.

Want to find out more about experiential marketing?

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Group sitting around fake bonfire at Google event

Your Experiential Marketing – How Involved Should They Be?

An Experiential Marketing Agency meeting

How Involved Should Your Experiential Marketing Agency Be?

If your company is considering hiring an experiential marketing agency you have already determined a few things: 1. You want to reach your target market by breaking through the clutter of digital and/or traditional marketing. 2. You want to bring your brand to life in a meaningful way that really connects with your audience. 3. You might not have the capabilities or bandwidth to strategize, produce, and implement an engaging activation or experience that leaves the audience wanting to share your brand with the whole world.

If you’ve come to the realization that experiential marketing is something that can take your company to the next level, but you don’t know how to integrate that with your existing internal and/or external marketing teams, DON’T WORRY!

An experiential marketing agency can be involved with your company’s current strategy as much or as little as you want.

The agency can be a full-service extension of your internal marketing team, assisting with strategy, ideation, planning, production, implementation, or just be involved with those pieces individually. If you already have a strategy in place, but don’t have the capabilities to execute the strategy, an experiential agency can simply execute and implement.

One of the questions we get asked most by our clients is: “how does The Pineapple Agency work with our internal and external marketing teams?” Around the office, we like to say that we “play well in the sandbox with others.” This is our way of saying that we can be extremely nimble and flexible, and can work with other agencies and teams in a variety of ways. If an experiential marketing agency is unable or unwilling to to collaborate with established internal or external teams, it could be a red flag.

In most of our projects, we are responsible for the full experiential activation: strategy, ideation, planning, production, and implementation. To complement our campaigns we also do video production, social media strategy, design, and traditional media, and staffing in-house. We pride ourselves on working well with internal teams so that the experiential activation we are creating is an on-brand, cohesive experience that aligns with the client’s existing marketing activities. No one knows your brand better than you do.

If your company already has an external agency partners, such as a digital marketing or public relations agency, we also work with those partners as closely as possible to fully integrate the experiential activation, so that the campaign has the greatest reach and effectiveness to ultimately meet our clients’ goals.

For some of our other clients who already have an experiential strategy in place, we act as the producers of the event and we utilize our connections, knowledge, and experience to make the activation go off without a hitch. In situations where the only thing missing from an activation are brand ambassadors, our staffing services allow us to be the last piece to a client’s puzzle, providing quality staff that can bring the activation to life.

We are comfortable working in any capacity with our clients and we always operate with the same goal extending across all of our projects: create an immersive experience or activation that brings our client’s brand to life, maximizes ROI, and creates lifelong customers/followers.

Considering an experiential activation for your company?

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Tradeshow floor

Why LG’s NCAA Final Four Fan Fest Experience Worked

LG recently embarked on a new experiential activation at the NCAA Final Four Fan Fest by turning consumers and fans into LG’s latest basketball recruits. The activation was intended to create buzz about LG’s newest products but to do it in a creative way that immersed fans and made them feel like they were being recruited by a Division 1 Men’s basketball program.

The experience started with LG recruits registering for RFID wristbands that would link to the recruits’ Facebook and Twitter profiles for social image sharing. After getting a wristband, recruits were taken into the player’s lounge which was outfitted with leather couches and a bevy of LG products such as a touch-screen game table, LG’s new refrigerator, LG’s Music Flow speakers, as well as LG’s new curved OLED TV’s.

From the player’s lounge recruits were guided into the locker room which featured glossy oak lockers and jerseys to mimic a traditional basketball locker room. LG also placed their newest washing machines in the locker room, which were customized to become a mini basketball shooting game, creating a heated battle between recruits to see who could make the most shots.

From the locker room, LG took recruits to a practice gym that had 25 LG G3 smartphones set up to capture the consumers doing their best dunk in 4K resolution. Consumers could then get a replay of their dunk in the film room, which featured a 105-inch LG Ultra HD 4K TV.

LG concluded the experience for its recruits by taking them through the Hall of Champions which had a custom-built digital prize wheel, controlled by LG’s gesture control TV remote. Depending on what the segment of the prize wheel the recruit landed on, they could take away a microfiber cloth, lanyards with ticket holders, compression sleeves, sweatbands, and even a $50 Lowe’s gift card.

Why LG’s NCAA Final Four Fan Fest Experience Worked – The Pineapple View:

  • LG created an immersive experience and engaged with its audience in a way that was relevant with the NCAA Final Four tournament and the company’s many product lines. LG transformed the environment so well that it actually seemed like the consumers were actual recruits being touted along through a sports program’s official athletic facility. This experience made the audience much more receptive to LG’s messaging and brand.
  • LG utilized its digital product technology to create a digital conversation at the experience and then continue the conversation well after consumers left the activation. The RFID wristbands were an excellent way to collect consumer information and ignite social sharing without being intrusive and pushy. Through the NFC technology of the wristband, the photos and videos everyone took would automatically be posted to social, which made it easy for consumers to post and allowed LEG to track all the interactions.

Overall, we believe LG did an excellent job of creating an interactive experience that excited its consumers and left them with memories that they will be talking about for several years. By interacting with its target audience in a meaningful and relevant way, LG is able to build new associations with its brand which helps in emotionally connecting the LG brand with the consumer. The connection established between potential consumers and the LG brand also lead to an increased likelihood in making an LG purchase, which is the ultimate goal of this experiential activation.

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Why Should You Consider An Experiential Marketing Campaign?

Wrangler billboard with bull that has smoke coming out of its nostrils

Why Should You Consider An Experiential Marketing Campaign?

In the past few years, the marketing and advertising landscape has changed drastically. Traditional media used to be the most efficient way to reach your audience, but times have changed. All too many companies are employing the same strategy they have used for years, or are taking a “copy-cat” approach to gain new customers. Digitally, we are getting bombarded with intrusive web ads and thousands of posts on Facebook, Twitter, LinkedIn, Google+, Pinterest, and Instagram. All of these media messages being thrown at us on our phones, laptops, tablets, billboards, magazines, etc. have resulted in an insanely abundant amount of clutter that is making us all go crazy.

Although traditional and digital media strategies can be effective, they are slowly losing their power over consumers’ minds – audiences are ignoring marketing messages, staying off social networks, and fast forwarding through TV commercials. Consumers are tired of being marketed to everywhere they go (both physically and virtually) every single hour of every single day.

So how do you break through all of this clutter and mess? How do you create an emotional connection between a brand and a consumer without being annoyingly intrusive? How do you create an experience that is going to leave a lifelong impression and make your customer want to share your brand with everyone he or she knows? How do you get your brand out in the marketplace, to your desired target market, without being lost in the tidal wave of other marketing messages crashing down on consumers?

This is where experiential marketing comes in.

Put simply, experiential marketing is the best way to emotionally connect a brand with a consumer. Through the use of an immersive, interactive, and tangible experience, your brand can leave a long-lasting, memorable impression that your target consumer will want to share with everyone they know and will ever meet. Experiential activations can range in complexity and reach depending on the company executing them, but the key component of an experiential campaign is that the audience is engaged using as many of their senses as possible (not just sight, sound, or a combo of both). The end goal of every campaign should be long-lasting brand impressions/interactions, increased brand equity, improved sales, and a tangible return on your marketing investment.

At The Pineapple Agency, we combine our knowledge of traditional, digital, and experiential marketing to create strategic campaigns that are based on a unique, immersive experience that will leave consumers with lifelong memories.

We know that an experiential activation is the best way for a brand to break through all the clutter and really make a difference in the mind of the consumer. Our campaigns run the gamut from event activations, product tours, pop-up shops, to entirely custom, curated experiences. We aren’t afraid to think outside the box to captivate your audience by building a giant gum ball machine that dispenses robots, a smoke-blowing bull sign, or an 8-foot laser cube. The more unique an activation, the better chance you have to engage an audience in a meaningful way that will inspire them to share their experience with your brand.

A live, in-person activation is the key ingredient in any campaign, but we also mix in digital and traditional marketing strategies in order to attract and engage the target audience in as many ways possible. To accomplish this, we craft every strategy to entice the audience BEFORE the activation, engage consumers DURING the event, and keep the conversation going AFTER the campaign. This all-encompassing strategy is the best way to ensure that the conversation is about your brand, and that your message is not lost in all of the other marketing clutter out there.

Interested in working with us?

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Why Cadillac’s Experiential Rebirth Activation Worked

Cadillac CT6 at car show

Why Cadillac’s Experiential Rebirth Activation Worked

Cadillac has been a popular staple in the U.S. luxury car segment for years, but the brand has been forced to develop a new identity, in order to reach a new target market and reveal its new flagship sedan, the CT6.

The new car reveal was the perfect landscape to launch Cadillac’s new brand identity, and there was no better place to do it then during New York’s International Auto Show. Cadillac started out its reveal the night before the opening day of the auto show, inviting journalists and influencers to the Duggal Greenhouse in New York City. The whole experience began as event guests were transported from the Ritz-Carlton Battery Park hotel to the venue location via either ferry (with Cadillac-branded elements) or a Cadillac sedan. This element gave a very premium, prestigious feel to the event and would eventually become the backbone for Cadillac’s new identity.

Once event attendees were at the Duggal Greenhouse, they were ushered into the main room through sets of oversize doors, ultimately leading to a series of panels with a projection mapping imitating the New York skyline, a direct nod to the company’s moving of its global headquarters to the Big Apple. One design element that was explicitly displayed throughout the room was the usage of white; everything from the stage, to the decor, to the car, was white, signifying the rebirth and reinvention of the Cadillac brand.

When all attendees made there way into the main room and were seated, giant LED video screens showed series of 18-second videos highlighting the new CT6 sedan, as well as new colors, patterns, and motifs that highlight the brand’s new identity combining boldness, sophistication, and optimism.

The experiential activation was captured and streamed live using the live video app Meerkat, allowing for those at the event to relive the experience after it was over. The digital takeaway also served as a great way for those who could not make the event have a chance to see what they missed out on, but also see what they can look forward to in the future from the Cadillac brand.

Why Cadillac’s Experiential Rebirth Activation Worked – The Pineapple View:

  • Cadillac started BEFORE the car reveal with a prestigious VIP experience by transporting the event attendees from the hotel to the venue either by a Cadillac-themed ferry or an actual Cadillac sedan.
  • Cadillac captivated the audience DURING the event by using storytelling and one of the latest experiential trends, projection mapping.
  • By capturing the content using Meerkat, Cadillac was able to engage with its audience AFTER the event had taken place, by giving them a digital takeaway that highlighted the event taking place, as well as the new Cadillac brand identity.

 

Overall, we believe Cadillac did an excellent job introducing its new brand identity by utilizing experiential marketing. By focusing on the BEFORE, DURING, and AFTER, the car company was able to engage with its audience in many ways and ensure that there was an overarching experience and journey, not just a typical new car reveal at the auto show.

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Image of storefront branded with Nike swoosh

Nike experiential marketing went big, crazy, and interactive with it’s latest retail design.

A pop-up retail store featuring LED exterior walls mysteriously popped up on a busy New York City street corner during the week of the 2015 NBA All Star Game in February.

The giant shoebox structure changed designs as the activation went on, drawing thousands of people into the pop-up retail store. The experiential design was created to promote Nike’s new smartphone app, SNKRS, which allows consumers to customize their shoe buying experience.

The inside of the retail store was outfitted with interactive screens allowing shoppers to customize their desired pair of shoes and then share that design on social media. For those customers wanting to purchase shoes, they could design custom sneakers (Air Force 1, Air Max, Foamposite, or Air Jordan’s) and then the shoes would be given to the customer through a custom sneaker vending machine.

The Nike experiential marketing pop-up store was a big hit in NYC even though it only lasted a week long, but don’t worry sneaker heads, you can see Nike’s giant shoebox in a city near you in the upcoming months as the company officially unveils the new smartphone app in late Spring.

Check out the Nike SNKRS Shoebox on Nike’s Instagram page: https://instagram.com/p/y_GSEdAUcu/

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