3 Unforgettable Experiential Marketing Events That Used Technology to Connect with Customers
Cutting-edge technology is increasingly being used by marketers to create a personal and emotive brand experience for consumers. Each of the following experiential events utilise technology to connect with customers and promote the brand in an engaging and original way.
Let these three unforgettable experiential events inspire future marketing for your brand.
Glenfiddich, a whisky company, promoted the new-to-market Glenfiddich Experimental Series by inviting customers to have their drink matched to their personality. At a tasting event in a London bar customers completed a personality test via an app. Customers were then matched with a drink from the Experimental Series according to their personality type.
This experiential event evoked an emotive response from the customers by having them complete a personality questionnaire. By matching different products to different customers, the brand succeeded in making consumers feel special and that their unique needs and desires were being accounted for. The use of a mobile phone application ensures that the personality quiz is accessible,convenient, and, most importantly, personal.
3D Printed Oreos
The design of the Oreo cookies produced by the 3D printer was determined by real-time trends on Twitter. Members of the public were invited to engage with the 3D design process. By utilising cutting-edge technology, Oreo was able to captivate crowds and create an online buzz by integrating 3D printing, Twitter and the Oreo brand.
Coca-Cola’s Small World
Looking at these three examples of powerful experiential events it’s clear that what unites them is not just technology, but the ability of brands to use technology as a vehicle for human emotion. All three experiential events made passers-by stop, think and engage with not only the brand, but the people and world around them. While these events are a few years old, their legacy as unforgettable events illustrates the ability of brands to deliver meaningful customer experiences by tapping into social, political and technological trends.