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.

Personality-matched Whisky

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

At the 2014 SXSW music festival in Austin Texas, Oreo garnered significant media attention after giving members of the public custom Oreo cookies made by a 3D printer. The brand integrated social media, 3D printing technology and elements of gamification.

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

In 2013 Coca-Cola placed a high-tech ‘small-world’ machine in shopping malls in both Lahore, Pakistan and New Delhi, India. The machine contained cameras that allowed members of the public to interact in real-time across geographical distance. Participants at each location worked together simultaneously to complete activities and were rewarded with a can of Coca-Cola for their efforts. The experiential event encouraged the public in Lahore and New Delhi to overlook political conflict and find commonality. Using the technology of the ‘small-world’ machines Coca-Cola created an emotional brand experience for participants by enabling them to connect with others.

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.

Sources:

https://marketinginsidergroup.com/strategy/4-creative-experiential-marketing-examples-raising-bar/

https://blog.bizzabo.com/experiential-marketing-examples

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