Getting people into your product sometimes takes making a big show out of it. When done correctly, this gives thousands a chance to join in directly, while others get to feel like they're part of the action thanks to excellent camera work. Still others will find out about it because the "big show" was so big that it made it to television news. One brand that knows all about this is Lolë. It didn't run just one show, but instead, celebrated Yoga Week with 60 massive worldwide yoga sessions that included an average of 3,000 participants each. After that, it put the tour on the road and hit some key international cities. Needless to say, this made a giant splash across the world by engaging people – and media - in all of those places.
These weren't just regular yoga sessions that happened to be sponsored by Lolë. Instead, they were part of the Lolë White Tour, which was set up to be visually distinctive right from the start. At these events, all of the participants were asked to wear white. Officially, this is to symbolize peace. From a marketing perspective, of course, it makes the event unmistakable. A sea of people wearing white stands out both live and on TV. The company also handed out yellow yoga mats, so the color coordination continues all the way to the floor.
Of course, there is a good reason that Lolë chose yoga as the theme for its extravaganzas: One of the company's biggest product lines is yoga clothing. Plenty of white yoga outfits are for sale on their site so that those who get excited by the White Tour can get their own. Hosting giant yoga events also promotes yoga in general and makes people want to join in.
This is just one of the latest examples of what has come to be called experiential marketing. With this form of marketing, people don't just watch ads or see pictures of products. Instead, they join in on big, impactful events set up by the marketing company. Participants can number in the thousands, tens of thousands, or even more. This makes it so that a serious number of people are directly exposed to the brand, product, and the events themselves. From there, word-of-mouth will carry the marketing impact even further.
If your company is looking for a venue for its own experiential marketing extravaganza, check out Soho Studios in Miami, Florida. Our multiple event spaces are perfect for big events of various sizes, so you can be sure that you can fit a huge crowd inside. Whether you're planning one event or a multi-venue tour, make sure one of your stops is at Soho Studios!
