In 2009, Volkswagen caught people at their most musical by turning a subway staircase in Stockholm, Sweden into a giant piano when nobody was looking. The next day, each step produced the sound of a different piano key as people climbed up and down the stairs. The campaign was a part of "The Fun Theory," which suggests people are more likely to do something if it looks fun. As a result of the stunt, 66% more people chose the stairs over the escalator at that particular subway terminal.
In Barcelona, Spain, T-Mobile set up a booth where people could use a new phone and play Angry Birds. They got a phone that looked like it was just attached to a big screen – but when they launched the bird on the screen, it turned out to be a real-life version of the game, and a giant Angry Bird-shaped ball shot out of a box.
Pepsi set up an “Unbelievable Bus Shelter” in central London that was full of surprises for commuters. A video screen that looked just like a glass panel of the bus shelter would suddenly surprise people with air silly but realistic augmented reality videos, like a massive tentacle popping out of the pavement or a queue of UFOs gliding down the street.
Heineken’s “3 Minutes to the Final” took place in a supermarket in Santiago, Chile, where a pretty presenter asked men if they would like to go to the Champion’s League final. The ones who said yes were given half a ticket and three minutes to race around the supermarket and find the person with the other half. All they were told was that the number nine had something to do with it. Talk about doing the groceries at rush hour!
Thinking outside the box, Hendrick’s Gin has partnered with Space to create a "first of its kind" immersive King's Cross Station tunnel wrap. Asking weary commuters to "escape the conventional and embrace the delectable", the campaign will see one of London’s busiest stations decorated with rose and cucumber scented posters, in keeping with the gin company’s quirky gin infusions.
Coca-Cola is featured heavily in Stranger Things 3, as it is set in 1985, this is the same year that ‘New Coke’ launched in America. The soft drinks company are yet another major brand to partner with the TV series.
To celebrate the launch, Coke opening an ‘upside-down’ based arcade, for one day only on Brick Lane.
Guests were able to play original video games as featured in the show and take Instagram-able Stranger Things style photos. Plus, the first 800 visitors receive a limited edition Coca-Cola x Strangers Things can.
A Coca-Cola spokesperson of the event said the two brands were the ‘perfect marriage, adding: “Both brands are steeped in nostalgia, yet still have huge appeal to modern audiences.”
‘Social Swipe’ was the first interactive billboard to accept credit cards.
This campaign visually represented the impact of participating in the experience. People interacting with this display were shown exactly where their money was going.
Digital billboards at it’s best!
As part of the beer brand’s ‘Epic parties imagined by you’ series, Desperados claimed to have launched the largest-ever video light show. Upon arrival, guests handed over their mobile in exchange for a beer. Following this, the phones were linked up and played synchronized animations in time with the music. Different from the experiential marketing of today as it removes the element of social media to share the experience online, this activation succeeds in creating an entirely immersive experience that has been designed by consumers.
To promote the exclusive Xbox game ‘Rise of the Tomb Raider’, in 2015 the console brand challenged eight members of the public to an endurance test in a stunt dubbed ‘Survival Billboard’. Great example of an engaging piece of experiential marketing.
Another great Nike example, (damn them sometimes) simple idea beautifully executed, as always... This is something I would actually daydream about as a kid. Transporting myself into a computer game, and actually run and jump through the levels. I want a go.