Why Acura’s PopUp Dinner Worked

If you’ve never heard the term “pop-up dinner”, then you’re in for a tasty treat. Pop-up dinners were started in the UK over 10 years ago and received considerable media attention for the magnificently elaborate dinners that were set up in random locations all over the map. The pop-up dinners have a few basic requirements: everyone brings their own food, beverages, picnic table with chairs, and they must wear white. Through social media, the group of people putting on the event will disclose the date and time of the event, but the location of the event is kept a secret until the day of the dinner. The entire format is extremely exclusive, adding to the overall experience for any guest lucky enough to get the location details.

This Summer, Acura has joined in on the pop-up dinner trend and has used the opportunity to subtly advertise Acura vehicles in specifically targeted locations throughout the United States. Acura announced the city of the event along with the time, date, and attire information on social media before the event. When the day finally came, and attendees arrived at the secret location at the specified date and time, they were greeted with beautiful decor and a breathtaking setting. Acura had subtle hints of advertising throughout the event including Acura-branded name cards at each table, a custom Acura TLX photo booth, and three brand new Acura model vehicles (in white, of course).

Acura used this exclusive pop-up dinner event as a unique way to create meaningful connections between their brand and audience. The company was also able to take advantage of an opportunity to work with luxury and lifestyle media, as opposed to the traditional automobile media the company usually interacts with at auto shows across the world. Since launching the pop-up dinners in June, Acura has seen great audience engagement and feedback. Future events have been announced in Los Angeles and Dallas, and have already earned thousands of signups on social media to get the invite and the details about the event location.

 Why Acura’s Pop-Up Dinner Worked – The Pineapple View:

  • Acura was able to interact with an engaged audience through a unique dining experience that was enhanced by the Acura brand.
  • Acura’s first two pop-up dinners have resulted in thousands of social media posts and engagement from 40% of the attendees.
  • By having total ownership of the event, Acura was able to create an elegant, immersive experience that was authentic and subtle, allowing people to engage with the brand in a non-threatening and low-pressure setting.

With these pop-up dinners, Acura has been able to take a unique approach to marketing, creating memorable experiences in a localized and low-key way. Acura has also been able to introduce itself as a luxury automaker that wants to enhance your everyday driving experience. We are excited to see how Acura builds additional momentum from their pop-up dinner experiences and hope to see one pop-up in Denver soon!

To check out more about the Acura Pop-Up Dinner experience click here.

How can The Pineapple Agency help you?

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Why Mountain Dew’s Virtual Reality Skate Experience Worked

Why Mountain Dew’s Virtual Reality Skate Experience Worked

Do you ever wish you could get on your skateboard, cruise down the Las Vegas strip, and do kick flips with Paul Rodriguez and some of the best skateboarders in the world? Well now you can…all from the convenience and comfort of your couch!

Mountain Dew, who has spent the past decade sponsoring extreme sports athletes and competitions all over the world, has invested in creating a whole new immersive experience for its fans. Through the use of virtual reality, Mountain Dew is putting fans in the middle of the experience, allowing them to ride the Las Vegas Strip down to Fremont Street with Paul Rodriguez and other skateboarders on the Mountain Dew team. The Mountain Dew team spent days skating around Las Vegas capturing hours of thrilling content that was all converted into a virtual reality video that users can download for their smartphone or view in-person at the Mtn Dew VR stations at each stop on the Dew Tour throughout the country.

Mountain Dew set up the first VR station at a Dew Tour stop in Brooklyn and it caught the attention of thousands of spectators. Fans lined up for hours to try on the VR headset to experience VR Skate in Las Vegas, and the fan reaction was outstanding, with thousands of fans sharing their experience on social media channels using the hashtag, DOTHEDEW. More technologically savvy fans who have their own Samsung VR headset could download the content on the Samsung Milk VR marketplace and view the content on their own devices for a more personalized experience.

Why Mountain Dew’s Virtual Reality Skate Experience Worked – The Pineapple View:

  • Mountain Dew merged technology and their sports sponsorship of extreme athletes to create engaging content that put fans in the middle of the experience, allowing them to virtually participate in extreme sports regardless of their athletic ability.
  • By leveraging its existing sponsorships, Mountain Dew was able to create thrilling content based on the sports its fans enjoy. In the future, the company can capture content from other sports encouraging more fans to join in on the virtual experience.
  • Utilizing #DOTHEDEW allowed Mountain Dew to track interactions on social media and will let the fans decide on what the next sport the VR experience should be based on.

We believe Mountain Dew did an excellent job of staying on top of industry trends by utilizing virtual reality technology to enhance the fan experience. VR allowed the fan to live in the shoes of professional skateboarders and see what it’s like to grind down rail and go off ramps. This strategy allows Mountain Dew to explore different sport experiences and we are eagerly awaiting to see what sport we can virtually participate in next!

Want to get into experiential  marketing?

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Branding in NYC

Using Current Events to Boost Your Experiential

If you have an internet connection and are reading this blog, chances are you’ve probably heard about this tweet from Oreo that was posted during the 34-minute blackout at the Super Bowl a couple years back. The post was retweeted over 10,000 times in one hour, and ended up earning a much larger payoff than Oreo’s actual Super Bowl TV ad, which cost them millions of dollars. Design work, copy, approval, and posting of this tweet all took place in a matter of minutes.

Social media is all about social commentary, and it rewards brands that are fast, witty, and up-to-speed on current events. Since experiential marketing benefits so much from social media, it’s obvious why many experiential campaigns are built to go viral on social media. Adding some clever social commentary to your experiential marketing (or building your entire campaign around it) is one of the best ways to do so, and can create some amazing results on social media and beyond, supercharging your campaign’s impressions.

A perfect example of using current events in an experiential marketing campaign is actually taking place – you guessed it – right now. Piggy-backing on Apple’s expected announcement of the iPhone 6S at it’s highly anticipated September press event tomorrow, digital agency “6S Marketing” has done something unique, clever, and frankly… silly. They’ve been publicly asking Apple to call the new phone the “iPhone 7” instead. The agency bought billboard space in times square, made a hashtag and website, and even parked a truck out in front of the Apple store on 5th Avenue in Manhattan protesting the change.

Camping out in front of the Apple store.
Camping out in front of the Apple store.

At first glance, this seems like a lost cause. Why on earth would one of the largest companies in the world even consider changing the name of their product just to appease a marketing agency? But that’s the beauty – they won’t. Instead, while everyone is searching for “iPhone 6S”, and all eyes are on Apple, 6S Marketing is soaking up just a little of the (albeit very large) limelight. With how well they’ve capitalized on the hype from the rumor mill building up to the announcement of the newest iPhone, we’re looking forward to seeing what they do in the aftermath when Apple predictably calls it the “6S”.

Ready to boost your experiential marketing?

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Terminal Kings crowd

Marketing To Generation Z With Experiential

Terminal Kings Crowd

Marketing to Generation Z is a challenge

Just when most brands and agencies have figured out how to market to the Millennial generation, another new challenge is born. That challenge is marketing to Generation Z: a generation born roughly between 1994 and the early 2,000’s that makes up more than a quarter of the U.S. population, according to Freeman XP Insights.

This generation was born into the digital world and they expect every interaction they have to be supplemented by at least one digital component. Digital marketing is king right now (but not for long) and companies have a multitude of ways to interact digitally with their audience. If you aren’t already using social media or video to interact with your audience it’s too late and you’ll soon be lost and forgotten if it has not already happened.

Being present in the digital world is critical to marketing to Generation Z as they have accumulated friends who are crowdsourced through blogs, social media outlets, and a variety of other fan boards and chat groups that bring people together based on a similar interest. Instead of a small group of friends, this generation is now part of a full-fledged online community consisting of people from all around the world. These online communities give brands an excellent way to become a part of the conversation and not be too pushy in selling, but the current trends with social media of users gumption from site to site are making it difficult for companies to stay in tune with its audience.

This is why an experiential activation is the perfect component of the marketing mix to reach Generation Z. Through a live experience, groups of people from all over the world can come together based on their similar interests and interact face-to-face for the first time. According to Freeman XP Insights, an in-person experience is something that is very important to Generation Z as it enables individuals to be present and interact with other people and brands in a unique and memorable way. Not only is Generation Z interested in live, unique experiences, they also love sharing their memorable experiences through pictures, videos, and social media postings.

For brands this is the ultimate prize: a consumer who wants to interact with my brand and share their great experience with their friends both in-person and through social media. An experiential activation allows the brand to become a part of the conversation in a relevant manner and enables the company to show how they bring a much bigger value by immersing the audience and making them a part of the process, rather than the value produced by the product or service alone.

This generation does not want to be sold to, so experiential marketing to Generation Z  is the perfect component to interact with the desired audience, generate brand awareness, and get the audience sharing their experience, all of which help in increasing the chance that the consumers buy your product or service over another company who is only wanting to sell sell sell and not interact!

Three reasons why experiential marketing will work in engaging Generation Z:

  1. Experiential lends brands the opportunity to become a part of the conversation and engage with its audience without being intrusive and overly sales focused
  2. A unique, immersive experiential activation will resonate with Generation Z and be highly shareable to online communities across the world
  3. Generation Z consumers want to be a part of the conversation not just the ones being sold to and experiential allows these consumers to interact with brands in a tangible, unforgettable way

To learn more about Generation Z, check out the Freeman XP Insights report here.

Want to learn more about experiential marketing?

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Chobani ad for Chobani flip #breakyoumake

Experiential Campaign: Chobani’s #BreakYouMake

Chobani Flip Experiential Campaign

Chobani recently launched a “Break You Make” experiential campaign to promote their new ‘Flip’ yogurt line.

The Chobani Flip includes a portion of Chobani yogurt, along with a sidecar of seeds, nuts, and chocolate to mix in with the yogurt. With this play, Chobani hopes not only to stay atop of the yogurt category, but also to break into the overall snacking segment of the market. Reinforcing the importance of taking healthy breaks, the grassroots campaign included TV, digital, social, and experiential efforts.

Several 30-second TV spots kicked off the positioning of the campaign. One of a nurse, the other of a farmer, the TV commercials showed American workers enjoying their unique on-the-job snacking experiences. The cleverly strategic choice to use a farmer reinforces Chobani’s strong brand values regarding the use of locally sourced and natural ingredients.

As an additional element to this campaign, Chobani declared June 3rd as the first national “Break You Make” day across the US. The experiential campaign came into play with in-store sampling and a mobile truck tour surrounding the day. Trying to get the product into as many consumer hands as possible, in-store displays and sampling stations were set up at grocery stores nationwide. Chobani decked out multiple sampling trucks and began rolling them out in Denver and Charlotte.

The campaign’s social and digital efforts further reinforced the strategy. Chobani’s social media team continually surprised engaged fans on Twitter, Facebook, Instagram, and Tumblr. The company also organized a takeover of the very popular PopSugar.com

Chobani Flip Experiential Campaign

Lastly, the company dished out research results on what people think about break time. Among the results were that most Americans need only 11-30 minutes of free time to feel truly refreshed. While most people don’t consider taking a break at all during the workday, the results show that dedicating a few minutes each day to take a real break is totally possible.

Overall, the #BreakYouMake experiential Campaign, in our opinion, thus far has been a great success. Chobani touched multiple platforms in different ways all while still integrating their message flawlessly across them. Backed by their research, Chobani was able to bring awareness to the obvious need of taking a break. Thus far, the campaign has achieved 80 million social media impressions.

Want to learn more about experiential?

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NCBA tradeshow booth

Why You Should Consider a Custom Trade Show Activation

NCBA Booth

Think back to the last trade show or convention you attended. Remember the massive amount of people? The crowded hallways? The hundreds of companies with booths that all looked almost exactly the same? Now, be honest: how many companies do you actually remember from that event? After a while, all the exhibitors just start to blend together, don’t they?

The terrifying prospect of being “forgettable” is becoming a reality more and more companies in the trade show and event marketing space. Without changing your strategy, you could be spending money every year on an activation that is not earning the highest possible return on your marketing investment.

If your company is considering purchasing booth space at a trade show, we highly recommend creating a custom trade show activation that sets your company apart from the rest, and creates an experience that attendees will remember long after they leave the show.

We believe in thinking outside the booth. We help our clients by not only fabricating a beautiful trade show booth, but also by working with them to create a comprehensive strategy that weaves their trade show experience into their existing marketing/sales strategy. By doing this, we can engage our client’s audience before, during, and after they have visited the activation space.

For a trade show activation, we place the highest importance on the DURING portion of the strategy. This is the critical time to stand out from the other companies in attendance, and to create a meaningful connection with the event attendees. With trade shows, just as with everything we do, we engage the audience’s five senses (sound, sight, touch, smell, and taste) as much as possible.

Sensory experiences have been scientifically proven to affect the deepest part of our brains, allowing for strong, intense connections between senses and perceptions. In other words, our senses have a great influence on our brand perceptions, associations, and our purchasing decisions.

To see the full power of engaging the audience’s senses, check out our latest custom trade show activation for the National Cattleman’s Beef Association (NCBA) here. We hit all five senses hard, creating a unique in-person trade show activation that engaged with nutritionists and dietitians. By focusing on two of the most powerfully memory-linked senses, (taste and smell) we were able to attract 1,200 hungry attendees in the first 90 minutes of the event by giving out homemade chili to those who stopped by the booth.

If you’re interested in creating a custom trade show booth, please feel free to contact us by phone, email, or interact with us on our blogFacebook, or LinkedIn page. We would love to help you create a trade show activation that sets you apart from the competition and helps your company generate a higher ROI.

Want to learn more about experiential marketing?

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Breakfast in bed activation done by IKEA

Why IKEA’s ‘Breakfast in Bed’ Experience Worked

IKEA, the Swedish furniture company, has been well known for its original marketing strategies, and their latest ‘Breakfast in Bed’ campaign is no exception. The pop-up ‘Breakfast in Bed Café’ opened in London for just two days in early May of 2015. Consumers were invited to a completely custom IKEA setting with the overarching goals of inspiring change and connecting with customers in a unique and personal manner.

The café, announced over Facebook 10 days prior to the experience, was a complete place of sanctuary and was in complete synergy with the IKEA brand. It housed various single and double IKEA beds, an actual breakfast café with food, and a ‘pillow café’ where consumers could choose their desired pillow. Waiters delivered breakfast to consumers and further catered to individual needs.

Consumers were able to book a space (a bed) in either the morning for breakfast or in the afternoon for a siesta and tea. By utilizing different music and lighting, IKEA was able to stimulate different human senses with the goal of changing consumers’ mood so that they could see how comfort could be achieved with IKEA furniture while being in any mood. Sleep experts were also on hand for the activation and offered advice on how best to relax and fall asleep.

Why IKEA’s Breakfast in Bed Experience Worked – The Pineapple View:

  • By creating a comfortable and memorable space solely focused on IKEA beds, emotional connections were made between the IKEA brand and the consumers who were a part of the activation. IKEA successfully placed themselves in the minds of consumers when it comes to comfort and relaxation.
  • IKEA generated a viral buzz with minimal marketing before the event. The uniqueness of the Breakfast in Bed café made consumers want to share their experiences, even for those who couldn’t actually participate.

Overall, we believe IKEA did a great job converting brand perceptions by utilizing experiential marketing. IKEA was able to take it’s brand name for affordable furniture and place it at the forefront of consumer’s minds for everything concerning beds, comfort, and relaxation, and the company was able to do it through creating an immersive experience for consumers.

Check out the IKEA ‘Breakfast in Bed Café’ campaign here.

Want to learn more about experiential marketing?

Let’s chat.

Taking Your Brand on an Experiential Mobile Tour

Exede booth with giveaways and spin to win wheel

Taking Your Brand on an Experiential Mobile Tour

Brands and companies are always looking for new or better ways to engage with their desired target markets. Currently, many brands are using digital (social media, video, SEO, etc.) and traditional (TV, radio, billboards, door-to-door, etc.) strategies to interact with their audience. While these strategies are an important part of any healthy marketing campaign, too many brands are overlooking the opportunity of a mobile tour, utilizing a mix of both digital and traditional strategies to enhance the in-person experience at each stop on the road.

Mobile tours are great for a number of reasons, but we especially like them because they’re cost effective, and they give brands the opportunity to be present where their target demographic actually lives, works, and plays. Mobile tours are also a unique way to showcase brand personality through bringing products and/or services to life in a way that cuts through all of the clutter created by digital and traditional marketing strategies. By having a live, in-person experience, a consumer can establish a deeper emotional connection with your brand. An in-person experience allows your target market to test out your product or service, which is something they cannot typically do with any other marketing strategy. Mobile tours also lend themselves well to word-of-mouth marketing, which helps your brand gain buzz at an event, and ultimately allows you to reach an even larger audience through social media.

Integration with Existing Strategies

When embarking on a mobile tour, we educate our clients on the importance of integrating the tour with the rest of their existing marketing strategies. An existing social media strategy can be enhanced with new content generated from the stops along the mobile tour, and the company’s existing social media channels can also help to drive traffic to activations. Buying print, radio, and other media can also supplement the mobile tour and drive traffic to your activation.

Possible Tour Elements

There are several elements that can be added to a mobile tour campaign to increase the number of impressions and create a unique and engaging experience for your target demographic.

  • Mobile vehicles are the cornerstone of any mobile tour, and can be fully customized to meet the needs of the brand and activation. Driving a vehicle cross-country with a custom wrap is a surefire way to generate thousands of impressions.
  • Street teams add an additional in-person element to an activation, and act as a personal extension of the brand. Street teams bring further energy and enthusiasm to your brand’s products/services.
  • Kiosks offer a chance to test out or learn about a product or service and can attract the audience in a meaningful way through interactive touch screens or engaging video reels.
  • Pop-up shops are an excellent way to sell products/services during a mobile tour, and can be supplemented through traditional or social media campaigns.

Want to find out more about how we help brands take off through the use of experiential mobile tours?

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3 Ways to Create an Emotional Connection Between Your Brand and Target Consumer

Despite our perceptions to the contrary, the decisions we make are not always conscious or rational. Our subconscious thoughts often play a major role in our buying decisions. One of our most influential subconscious forces is our emotions. That’s why creating an emotional connection between your brand and consumer is crucial.

Getting into the mind of your target consumer is a great place to start. Who are they? What do they value? How do they spend their time? While your ideal customer persona usually falls in a segment or a range (like females 18-35), the more specific and narrow you can get, the better. Truly understanding who you’re trying to reach is the first step to creating an emotional connection.

 At The Pineapple Agency we have created a simple strategy to creating an emotional connection between any brand and consumer. We have deducted that strategy to include the following three elements:

Tell your story

Consumers value brands that have authentic content. Telling a story is a great way to do this. Today, it’s just as important what products are as what they, and the people behind them, represent. Knowing what your brand stands for and being proud of it is something your audience can appreciate and relate to. Showing brand personality is another way to connect with your consumer. Every brand has a story to tell and every product or service can be infused with a personality.

Focus on the consumer

Your target consumer should be considered first in everything you do. If you were the consumer in this situation, how would you feel? When you begin to understand consumers’ experiences and expectations, you can connect with them. Focusing on the consumer also means showcasing them. Showcasing the value of your brand through real content will resonate more deeply, and create a lasting relationship for your brand.

Have an element of surprise

It is all too often that consumers feel simply like a number to companies. Knowing your consumers are people and treating them that way will resonate with them. An element of surprise could be as simple as a response to a Facebook question or Twitter post. It will make consumers feel important, that they matter. Your company could even send out a gift in the mail, something that sparks a moment of happiness that allows consumers to connect with your brand. Experiential marketing absolutely embraces surprise. Through strategic planning, we’re able to create lasting memorable moments for your brand and consumer.