Archive for the Promotional Events Category

Use Your Resources

Posted in Experiential Marketing, General Marketing, Promotional Events, Social Media Marketing with tags , , , , on August 18, 2011 by caitlineoconnor

The key to successful guerrilla and event marketing these days is no longer just executing a successful event, reaching a large amount of people at the event or promotion and influencing them with your brand. These days, it’s much more than that. Social media marketing and mobile are growing so fast there are so many avenues you must hit and can use to your advantage. Facebook and Twitter are the key players but there are so many more growing niche avenues that can be used with the growth of apps.

I recently worked a guerrilla marketing stunt for the promotion of the movie 30 Minutes or Less. We drove around in a food truck giving away free pizza, free pre-screening movie passes, t-shirts, hats and posters outside of nightlife spots. On top of this, we tweeted our location with the hashtag #30morl so others could follow and encouraged people to check in on Foursquare to unlock the 30 Minutes or Less badge. While Twitter was a huge part of the campaign, other apps  and websites had to be utilized as well such as Meetup.com and SF Fun and Cheap. With the growth of smartphones, these can be used and updated on the fly. It’s exciting how many resources are out there today for reaching the right demographic and finding the right hot spots. Success no longer just depends on  influencing those at the event, it now depends on utilizing all of your resources to find the right spots, reaching more people who would otherwise not join in, and making the conversation last.

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“Fairly Legal” Promotion in San Francisco

Posted in Experiential Marketing, Promotional Events with tags , , , , , , , , on January 27, 2011 by caitlineoconnor

After finally having made my move to the West Coast, I worked the perfect promotion for someone new to the city of San Francisco. Last week, a street team of about 20 gathered to promote USA Network’s new TV show “Fairly Legal”. We hit all the busy spots in the city and even made our way to Berkeley and, let’s just say we made a lot of noise.

Fairly Legal is series about Kate Reed (Sarah Shahi) being a firm believer that justice can always be found, even if it’s not always in the courtroom.”Once a lawyer at her family’s esteemed San Francisco firm, Kate’s frustration with the legal system led her to a new career as a mediator”.

The promotion consisted of a street team, all dressed in the same attire to emulate Kate, mocking a protest and yelling the show’s taglines such as: “Get Kate, Mediate!” “Don’t Hate, Litigate”(on Haight Street) and “No Mitigation, Only Mediation”. Also, we handed out gray and white cookies because “justice is never black and white”.

While this promotion was being run in other cities, I assume that it received the most attention in San Francisco and Berkeley due to the fact that it was a mock protest. Many people in areas that are famous for protesting voiced their frustration with the promotion saying that they felt it was “out of line”.  Well, being a publicity stunt, negative attention is still attention and therefore the promotion was effective. There were, of course,  people who enjoyed the event as well, finding it entertaining.

Yahoo Ripples of Kindness- The Best Promo I’ve Ever Worked

Posted in Experiential Marketing, Promotional Events with tags , , , , , , , on December 27, 2010 by caitlineoconnor

What is better than kindness during the holiday season? Promoting it. Yahoo! is running a campaign called Ripples of Kindness. The idea is that everyone who does a good deed can inspire others and cause a ripple effect of kindness. The more people who join in, the larger the ripple will become. As Yahoo! says, this is “how good grows”.

To promote this cause, Yahoo! surprised people in cities across the U.S. right before Christmas Eve with an act of kindness. In Boston, the Yahoo! promotion team surprised consumers at a locally owned toy store called Magic Beans. We were given $6,000 to pay for people’s purchases when they got to the register. Up until the money ran out, every person who came to the cashier was told that their purchase was a gift from Yahoo!, and in return we asked that they repay the favor with an act of kindness. People were completely caught off guard, and the reactions were incredible.

For a taste of what a magical day it was, check out this video:

This was the ultimate experiential campaign because it left people with a contagious happy and thankful feeling. To join in on the goodness, be sure to add your act of kindness to kindness.yahoo.com

Philips Norelco promotion at TRON: Legacy

Posted in Experiential Marketing, Promotional Events with tags , , , , , on December 20, 2010 by caitlineoconnor

Philips Norelco recently launched the new SensoTouch 3D shaver and with it came ‘The Game Has Changed’ marketing campaign. The experiential marketing event was tied in with Disney’s TRON: Legacy.  Philips Norelco offered tickets to an advance screening of the film in 16 cities, greater Boston being one of them. All of the advanced screening premiers took place at Imax 3d theaters.

The event had a Philips Norelco footprint set up where people lined up for the movie and included Tron character cutouts, displays of the shavers, and photo and poster give-aways. In my opinion the campaign was a great way to reinforce the prestige of the product. TRON and Philips Norelco may seem like a far-fetched collaboration, but offering complimentary tickets to an advanced screening of an eagerly awaited film definitely creates a prestigious brand image.

GM at The New England International Auto Show

Posted in Experiential Marketing, Promotional Events with tags , , , , , , , , on December 6, 2010 by caitlineoconnor

I just finished up an experiential event for General Motors at The New England International Auto Show. I have to say, I am impressed with GM’s current marketing efforts. The event was called “Experience the Drive” and it let event attendees test drive the latest General Motor vehicles without having to deal with sales people and dealers. This created a no-pressure, fun and welcoming experience. The vehicles that were available to test drive were the Chevy Camaro, Chevy Equinox, Chevy Traverse, Chevy Silverado, Chevy Cruze, Buick Regal, Buick LaCrosse, Buick Enclave, GMC Acadia, GMC Terrain and GMC Yukon Hybrid.

My job was to be an “in-vehicle host” and ride around with the test drivers and answer any questions they may have about the vehicles.  After the test drive, we surveyed drivers on how the event effected their impression of GM. Consumer feedback proved that the event was a huge hit.  Almost every single person had a positive reaction and seemed excited about GM. A lot of people had changed their opinion of the company and said that they were much more likely to buy a GM vehicle in the future. Old perceptions usually die hard, but GM seems to be making huge steps in the right direction. This just proves the power of an event that is well thought out and properly executed.

Campbell’s Soup Promotion- Brand Repositioning

Posted in Experiential Marketing, Promotional Events with tags , , , , , , on October 25, 2010 by caitlineoconnor

A little while ago I worked on an experiential event for Campbell’s Soup. Rather than marketing the soup itself, Campbell’s repositioned them self by marketing the fact that you could cook with Campbell’s Condensed Soup. The event was quite different from most sampling events because the event staff made roast beef sandwiches out of a mobile branded truck with a full kitchen inside. The event was half guerrilla, and half of the spots were planned. We passed out samples of the sandwiches along with recipes to people on the streets of Boston.

Brand repositioning is an extremely challenging tasks. Changing a consumers view on a brand is harder than getting the brand in their head in the first place.  Using an experiential event to reposition a brand is a good idea because it gives consumers direct contact with the “reposition”.  Also, Campbell’s went about it the right way by broadening their reach rather than trying to change the view of existing consumers. By repositioning, Campbell’s also differentiated them self from competitors.

The Cosmopolitan Hotel Experiential Promotion

Posted in Experiential Marketing, Promotional Events with tags , , , , , , , on October 6, 2010 by caitlineoconnor

The Cosmopolitan Hotel is an independent hotel that is opening up in Las Vegas in December. The $3.9 billion hotel and casino will feature condo-style rooms; a differentiating factor in Vegas.

The experiential campaign consisted of a plexiglass structure that gave attendees the “Cosmopolitan experience” as they were able to get a feel for what the rooms would be like as well a deck on top which mimics either the pool area or the porches attached to most of the rooms.

This particular promotion took place at the PGA Golf tour and was the only promotion of its kind at the event. Weather helped out the impact of the promotion, as the hotel –room structure was air-conditioned inside and the heat was unbearable.  During the event we passed out ice cooled aroma therapy towels as well as fans and wristbands. On the fans and inside the wristbands, there was a code that attendees could text to enter to win a VIP stay at the hotel.

What I found most effective about this promotion was that when the attendees entered the mock hotel room there was a couch area where they could sit and talk to representatives from the hotel and get as much information as they wanted about it. There was no selling involved, so nobody felt pressured when they were inside.

Overall, I would rate the promotion as a success.  It can be tough to market a hotel to another market during an event since it is intangible at that point. However, creating an atmosphere and a user experience is the best way to go in my opinion.

Will differentiation and the marketing efforts put forth make much of a difference when opening up a luxury hotel in an area that has arguably been hit the hardest by the recession? I guess we shall see..