- Google deployed cupcake food trucks and pop-up doughnut shops to promote their new products.
- HTC held a private party of 300 bloggers, press, and social media influencers to launch their M10 phone.
- Sprint deployed an interactive mobile campaign to promote their brand at festivals in Michigan, Indiana, and Kentucky.
OVERVIEW
HTC, Google, and Sprint have all utilized experiential marketing campaigns including pop-ups, booths, and private parties, in some capacity. Below are a few examples listed by company, sourced from case studies, and with the majority being mobile tours.
HTC
- Example 1: In 2016 HTC launched its M10 phone at a private party in the same venue, the Hospial Club in London, England, where they had launched their flagship phone ten years earlier. 300 invitations were extended to press, bloggers, and important social media influencers. The party also featured a performance by emerging artist Loyle Carner. The party was an effort by HTC to launch their phone in style and featured nods to the brands legacy.
Google has continually used food related pop ups to generate notoriety and social media conversation around their products.
- Example 2: In 2015 Google offered a free cupcake to anyone who shared a photo utilizing their new photo app. The cupcakes were offered from food trucks at various locations around the US.
- Example 3: In 2017 Google again returned to food to promote their newest product, the Home Mini. The Home Mini shares its shape with doughnut so Google decided to open pop-up doughnut shops around the US and one in Toronto by converting doughnut shops into Google-branded shops. Customers would enter the shop and ask a question from the menu then a box would appear that contained either a doughnut or a Google Home Mini. In addition, Google included a human-size sprinkle booth in the shops. This example of experiential marketing provides customers with an opportunity to see how the product works while also creating a unique experience such that, according to Marketing Insider Group, "probably 99% of the doughnut shop ‘customers’ are going to share their experience with their social networks or at least will tell their friends about how cool doughnut shaped Home Minis are."
SPRINT
- Example 4: Sprint created a movable demonstration for festival goers in Michigan, Indiana, and Kentucky. The campaign included a photo booth, "Service Speed Test", and allowed for an escape from the heat at each festival. According to BizReport, "The movable asset successfully created a memorable experience for festival patrons by harnessing experiential marketing techniques."