How Virgin Atlantic Took to the Streets

January might be gone, but Virgin Atlantic’s flight attendant surprise event is pleasantly engrained in our memories. In promotion of its all-new Seattle-Tacoma International Airport departures to London Heathrow Airport, Virgin Atlantic hosted a recognition party in Emerald City. Emphasizing the airway between Seattle and London, the airline successfully highlighted its newest business routes.

The Reignmakers

The Virgin Atlantic campaign introduced “Reignmakers” which was a community reflecting London and Seattle’s “reign” and “rain.” We know, it seems a little forward. The display was, however, surprisingly poignant. All about cultural recognition, the Reignmakers hosted a massive, two-day party. Flight attendants zipped around Seattle in Virgin Atlantic labeled Mini Coopers, flying the airline’s flag.

Meanwhile, the event’s later hours hosted parties for the airline’s dedicated fans and passerby alike. Handing out swag to social leaders, radio stations, influential shop owners and small business owners, Virgin Atlantic connected consumers to industry trendsetters. High-traffic locations, naturally, were prioritized. In Seattle, refreshments were dished out on plane drink carts. Branded umbrellas and luggage tags were among the Virgin Atlantic swag collection.

Planes, Plans and People

Virgin Atlantic successfully aligned its newest business route with customers, prioritizing people above all. The approach might ambitious at first, but Virgin Atlantic has historically provided fantastic service. This time, indeed, was no different. The airline’s relationship with its customers has always focused on the incomparable Virgin Atlantic experience, and the Reignmakers honored such a tradition.  

Virgin Atlantic paired its consumer base with media influencers, hosting private breakfasts with big-time travel and lifestyle impactors. Hosted at Seattle’s The London Plane, the dinner dished out more branded gifts, exclusive messages from the airline’s founder Sir Richard Branson and even free onboard flight opportunities. Here, the airline’s goal was twofold: Eventgoers could experience the Virgin Atlantic hospitality while prepping for a high-end blogging experience.

Taking to Social Media

Reflecting the Virgin Atlantic attention to blogging detail, it pushed for additional promotion via social media. Seattle played host to the airline’s Reignmakers contest, and visitors could nominate their favorite brand supporters. There was heavy consideration of Virgin Atlantic visionaries, and rewards were given to those who subverted typical Virgin Atlantic ideologies, presentations and displays.

The contest took place until February 28, giving the Reignmakers ample time to get prepared, get social, get visible and—of course—party. A Seattle-based Twitter campaign gave eventgoers a place to post photos, link to Instagram and type their favorite tags. All around, the Virgin Atlantic experiential marketing approach was highly visible. It’s rare to witness such a social-heavy airlines marketing campaign. It’s also comforting. Virgin Atlantic displayed an uncanny knack for social relevancy, and it highlighted its most profitable marketing segment while remaining relevant to others—which is always a difficult hurdle.

Why Hitting the Pavement Still Works

Cross-country road trips are still excellent marketing approaches, even when they’re taken on by leading online retailers. The “Friends with Benefits” tour, powered by live music, pet adoptions and food, reached half a dozen United States cities. It took off in Texas, starting the new year with a slew of footwear and apparel presentations.

The Backyard Party Activation

Technically, the party setup took place in midtown parking lots. The location wasn’t difficult to capitalize on, however, as brands were given numerous opportunities to meet, interact and connect with their customers. Zappos brought its brand to life, rewarding its most loyal customers. Focusing on the Zappos pillars of excellence—charity, retail, community and culture—the brand gave attendees something to remember.

Guests were given iPads to engage digital spaces in physical pop-up storefronts. Zappos.com, of course, was the landing page transmitted via Bluetooth beacons to every device. Guests could read reviews, make purchases, take home items or engage eCommerce deals right on the spot.

Charity and Soles4Souls

The tour wasn’t all about product promotion. Guests were invited to donate their shoes, clothing and accessories to Zappos—which shipped them to Soles4Souls. Soles4Souls, a nonprofit, helps individuals in need around the world. The Zappos approach extended beyond customer service, promoting an atmosphere of interconnectivity on the global stage.

This approach was smart, as the road trip’s existence served to connect nationwide fans and bring Internet-based business into the streets. Zappos celebrated culture in its host cities, hanging out with brand partners, local vendors and fans alike. Free food, beverages, local musicians and entertainment were plentiful. At every stop, Zappos took charge with picnic tables, games, inflatables and artificial turf.

eCommerce Marketing in the Physical World

Zappos is expected to continue its tour, visiting three more cities in upcoming months. It’ll eventually visit Las Vegas, paying homage to its hometown. Zappos’s approach to real-world marketing might be clear-cut, but it’s certainly unique. By using shipping crates as pop-up shopping venues, the brand was able to present a research-heavy environment which was conducive to purchasing.

It also hosted a pet adoption event. Over 150 pets were adopted in Austin, TX, alone, and Zappos intends to keep the strategy alive as it travels to Nashville. Its backyard party activations are constantly adapted to meet new adventures head-on. Where intuitive branding, promotion and experiences are considered, Zappos may very well be an industry leader.

SXSW 2017: Experiential Marketing of the Future

If there’s any marketing extravaganza industry leaders get hyped for, it’s South by Southwest. This year, SXSW rolled out a slew of hot experiential trends. The world’s leading conference in high-tech business, digital innovation and—of course—business promotion is back. Now, we’re here to bring you the highlights.

Neuroscience in Marketing

Yeah, it sounds ambitious. It’s surprisingly capable, however, and it was showcased as a live marketing art display. The brain-friendly experiential displays highlighted SXSW’s collection of high-tech displays, showcasing AI-powered neuroscience bots. Dubbed ‘pre-suasion,’ the event mashed up digital complexity and the average consumer’s daily wants and needs.

Sony’s Wow Factory

Above all brands, Sony’s tech display probably won. Its knock-out collection of ‘techsperiments’ revealed its global Wow brand campaign. Packed with sonic motion music entertainment, projection-mapped VR experiences and an encompassing ‘Wow Factory,’ Sony thrived in SXSW.

Amazon’s Delivery Drones

While Amazon’s high-tech delivery drone program might be old news, its live demos have been heavily anticipated. SXSW became Amazon’s platform for presentation, proving the delivery program’s existence. Until now, many have rightfully scoffed at the feasibility of such a program. Tested across the UK and Germany, Amazon’s drone fleet hasn’t seen many audiences—until now.

Xperia Touch

Consumers are knowledgeable about touchscreens, but Sony—again—surpassed all expectations. It presented the Android projector, the Xperia Touch, and let visitors test out its flat-surface projections. Useable on the wall, the floor or even on a table, the Xperia Touch promises to be one of today’s leading augmented display technologies.

Levi’s Commuter Trucker Jacket

The clothing brand, Levi’s, got its presentation as well. The brand has partnered with Google to make ‘smart clothes’ capable of integrating SMS, Google maps and more. Levi’s presented a live tech demo, letting users try out its Commuter Trucker Jacket. Capable of reading swipes, taps and a slew of other inputs, the Trucker Jacket was one of SXSW’s most hands-on displays.

The Fortis Exoskeleton

It’s about to get weird. While the rest of SXSW went crazy over self-driving cars, projectors and jackets, Lockheed Martin presented its Fortis exoskeleton. Strapped to the body, the exoskeleton adds skeletal support. It helps the frail walk, helps construction workers lift heavy objects and—well—exists as one of the event’s coolest pieces of technology.

How L’Oréal Paris Keeps it Fresh with Consumers

L’Oréal Paris might be a beauty brand, but it has some DIY chops, too. In celebration of its newest product lines, the brand hosted a “Galentine’s Day” party in New York’s West Edge. February 13, the event’s day, was an unofficial holiday for L’Oréal Paris, featured on NBC’s Parks and Recreation. Centered on events for women, the faux holiday was powered by L’Oréal Paris spokeswoman, Blake Lively. High-fashion décor, activities and music were had, as well as Valentine’s Day card creation.

Design Elements and the Art of DIY

The event catered to jewelry-lovers, too. Attendees could have their necklaces engraved, check out new fashion options and compare styles. Cookie decoration highlighted the event’s sweet tooth touch, and a variety of celeb-hosted introductions brought the average consumer’s vision to life.

There were about 15 DIY stations. Guests could listen to DJ Vashtie songs, get their feet wet with crafts and check out classic clips gathered from a variety of memorable movies and television shows. All products on display, of course, were up for grabs. The combination of practical DIY and digital is a good one, and L’Oréal Paris decision makers took on several beauty influencers who snapped, posted and shared photos.

Explore, Discover and Share

The event’s mantra was “explore, discover and share.” Non-traditional lighting, instrumentation and DIY stands certainly turned the age-old event participation approach on its head. Guests were urged to snap their best creations, creating environments capable of reaching high visibility on social media. Aside from L’Oréal Paris’s influencers, the event received attendance from a 300-plus crowd. V.I.P. members, of course, came out to play. L’Oréal Paris president, Tim Coolican, was one such memorable face. Other notable figures, like actress Robyn Lively, similarly attended.

Product Launches and Crafts

The arts-and-crafts area was covered by a lush, floral canopy. The area was outfitted by Tinsel & Twine and Agency, empowering the creativity of attendees. DIY card-making may not seem like a profitable event investment at first, but the event’s station packed plenty of embellishments capable of packing in personalized touches. Paper Fashion’s Katie Rodgers, meanwhile, offered highly customized guest illustrations. At every level, the event was attendee-centric.

When you combine Polaroid cameras, quirky props and several impromptu photo shoots, you’re set up for success. Take note: L’Oréal Paris has quickly become one of this year’s most notable DIY pop-up event providers, mostly due to their consumer dedication. In the world of event marketing, few brands get it better.

How to Create the Ultimate Trade Show Booth

Everyone knows: Trade shows are about the booths. If you’re managing an event, you’ll need to stick out to garner attention. Fortunately, 2017 is a year of creativity. A lot of today’s conferences have drawn attention to crowded show floors, inspiring event-goers with astounding exhibitions. Buckle up, and check out these ultimate trade show booth ideas.

Idea One: Virtual Reality

Today’s exhibitors, like Intel, are utilizing VR to engage event-goers without spending money on expensive equipment. Sure, an Oculus Rift or Vive might cost some money, but it’s little compared to the cost of a live-action car display, a hotel tour or a roller coaster ride. If you can get your guests to don headsets for at least five minutes, you can educate them with interactive games.

Idea Two: Custom T-Shirt Design Creation

You can help your event-goers craft custom T-shirts with a digital design booth. If you can pack the colors, the threads and a few iPads, you’re in business. Use the display to promote your company’s products, and help your brand’s biggest buffs implement your logo across a variety of clothing options.

Idea Three: A Home Theater Option

By presenting educational presentations via a digital display, you can outfit your trade booth for the 21^st century. Your company can live-stream a variety of sessions, launching different product options across high-quality video. Companies like Philips are taking advantage of real-time streaming, showing event-goers high-quality sessions via Periscope. If you’re really dedicated, hook your digital theater up to social media sharing resources.

Idea Four: Large-Scale Chalkboard Engagement

While your event-goers won’t necessarily be up for study sessions, they’ll still engage your brand if you let them leave notes, make company connections and interact with one another via chalkboard. Invite your booth visitors to post sticky notes, comment on industry trends and leave their own art. You’d be surprised by the amount of care some attendees will give. Every chalkboard engagement, of course, should prioritize your brand’s adaptability. Let your event-goers have fun, but offer your business’s offers through every note and connection.

Making the ultimate trade show booth takes time. Fortunately, you have a lot of elements to play with. Customers want far more than generic samples, business cards and information pamphlets. Give them an experience, and connect them to the digital world when possible. By connecting your users with Facebook, Instagram and Twitter, you can promote a sense of community from within every booth. Today’s trade show operators are working hard to promote their overarching brand. If you want to compete, you’ll need to offer something unique and exciting.

How Jaguar Shared the Ultimate Driving Experience

VR is here, and it’s only getting more popular. The Oculus Rift, HTC Vive and even Google Cardboard have opened the doors to immersive advertisement—and event marketers are taking note. Virtual reality is today’s one-stop-shop experiential toolkit, capable of immersing entire audiences into brand messages, product tests and strategic launches. Now, Jaguar has taken the reigns—and they’ve introduced their all-electric I-PACE car concepts in the virtual world.

The Launch

Jaguar’s event experienced four attendee “waves,” which included celebrities, automotive lifestyle gurus and media experts. It was a fitting crowd, because the display itself promoted the ideologies of modern media, immersive user experiences and—of course—innovation. Ian Hoban, Jaguar’s vehicle line director, even appeared live within the event’s virtual reality segment. Inside, he revealed the new I-PACE, giving attendees freedom to view the product in full virtual reality.

The launch happened on November 14—two days before Jaguar’s appearance in Los Angeles at Milk Studios.

An HTC Vive Extravaganza

Yes, the HTC Vive was Jaguar’s chosen VR apparatus. The event, however, wasn’t centric to the Vive. Attendees were given a gracious breakfast, a refreshing lunch and even an afternoon teatime. The party, later that night, prioritized group experiences—rather than solo-flyer VR sessions.

Attendees could sit, view the I-PACE and explore the brand’s options throughout 35-minute sessions. During these sessions, users were transported into the driver’s seat, which is a rarity in auto shows. Of course, the Vive’s 360-degree head-tracking technology prompted an environment of full immersion. Users could step out, view the I-PACE’s exterior and even check under the hood. The I-PACE’s electric power technology was showcased, giving attendees full visibility of Jaguar’s latest, greatest innovations.

Live Streaming in the VR World

In the past, VR experiences were incredibly private. It wasn’t rare to see slippery brand promotions which were exclusive to the viewer. Because Jaguar’s attention to detail—and the HTC Vive’s growth—users could view the event’s content without actually being there.

As attendees experienced the I-PACE’s interior, a visual live feed relayed the event’s innards. Event-goers could ask questions in real-time, too, interacting with presenters throughout the experience.

VR was a fitting presentation frame for the I-PACE, which is Jaguar’s most cutting-edge option to date. Reportedly, it pushes the boundaries in both technology and design. Its concepts certainly demanded a big-time reveal, and innovation is a spice to be used in multiple forms. When the user’s individual experience is up close, personable and flexible, the brand wins. Take a page out of Jaguar’s book, and check out the great options presented by the HTC Vive and similar options. Your attendees will thank you.

When Birds in the Backyard Turn into Art

What could be better than a purist approach to event marketing art?  This year’s YoungArts Foundation Gala experienced a slew of action-paced, eloquent and fascinating displays.  The event’s figurehead, highlighted by the Max Mara logo, was incredibly flexible. That said, the Italian luxury brand was only the show’s opening act. Dubbed the 2017 YoungArts Backyard Ball, the Gala far exceeded other, run-of-the-mill charity promotions.

The Backyard Ball

On January 14, 2017, the National YoungArts Foundation posted up in Miami, delivering its annual extravaganza to support the nation’s future artists. While recognizing the year’s talent, the Gala assisted this year’s 691-bodied audience of YoungArts Winners. The event supplied explorative music, awesome additions and amazing contributions to art, including jazz pianist Jason Moran, choreographer Jessica Lang and Max Mara’s north American retailer, Maria Giulia Maramotti.

The Birds

Among the artistic display showcases was an interesting assortment of origami birds. The event’s origami theme, incredibly varied, included many nods to the ancient arts of paper folding—such as abstract bird shapes. The stage’s backdrop was lit, the birds were folded and a dulcet purple framed the entire scene.

The Gala’s graphic cover design reflected this display, revealing different handcrafted art designs, origami’s geometric nature and a variety of event inclusions. Meanwhile, the event’s ceiling origami installation captured nature with hundreds of suspended paper butterflies. All around, floating origami animals impacted the space.

Success and the Prevalence of Art

The evening raised over $1.5 million to support YoungArts establishments, initiatives and programs in Miami, Los Angeles, New York and Washington D.C. The event’s aspiring artists—along with those abroad—were given extraordinary, life-changing opportunities to connect with their field’s leading impactors. The presence of public-presented work, a nod to tradition and the collaboration of different disciplines, together, made the Backyard Ball stand apart.

The event’s guests, of course, applauded the winners of the National YoungArts Week—which occurred between January 8 and 15. In the world of art, a little experiential marketing goes a long way. Origami birds, the presentation’s frame—in a sense—highlighted the gala's freedom, creativity and curiosity. Sometimes, event displays needn’t be expensive. Sometimes, trending, fun and unique event inclusions can be as pure as the message they’re relaying. In the world of charity promotion, event marketers have a lot of options. The National YoungArts Week presented a unique opportunity, too, which was categorized by a celebration of all things art. Minimalism still works, and events are still using it as an effective presentation too.

Experiential Marketing 101: Why Audi Decided to Rebrand from the Inside Out

Audi’s experiential marketers are on a roll, and they’re revamping the brand’s image from the ground up. From Audi’s A3 launch events to its CES exhibit floor, its high focus on consumer marketing has been batting a thousand. It’s made an appearance in Miami’s Wynwood, Alcatraz and even at a Major League Soccer sponsorship event. From head to toe, Audi has gotten a high-adrenaline makeover.

Rebuilding a Brand

Audi didn’t necessarily need a solid rebranding initiative, but its recent live engagements have revitalized the age-old mantra of, “If you can strategize it, it’ll work.” A key difference between Audi’s newest marketing maneuvers and competitive brands is its high focus on in-the-moment action.

Audi’s experiential team hasn’t pulled any punches. While it’s previously used typical auto shows to launch new vehicle reveals, it’s prioritized the consumer experience across various markets with hands-on track introductions. Closed-course programs were at the foundation of Audi’s grand scheme, powering later driving experiences with a solid history, alone.

That isn’t to say Audi’s experiential marketing is strapped for ideas, either. Rather, Audi’s senior manager of events and experiential marketing, Erin Keating, placed a high focus on property exposure, product coordination and—of course—global appeal.

Power to the Marketers: Revitalizing with Engaging Experiences

Audi’s experiential marketing department, powered by incredible minds and practical solutions, doubled its staff. Now sitting at 10 innovative leaders, it exists as a comprehensive power-house consisting of a VIP and influencer specialist, a motorsports manager, a European product delivery coordinator and more. Audi’s experiential outreach team isn’t new to the game, and they’ve put incredible detail into revamping the Audi Driving Experience.

The Audi Driving Experience, itself, is Audi’s rebranding platform—based upon comprehensive exposure campaigns, local launch events and trade shows. A big part of Audi’s experiential rebranding effort is its regional sponsorships. Already, the brand has activated two national sports entities, obtaining support from both Major League Soccer and the U.S. Ski Team.

Technology Outreach

In a surprising move, Audi recently solidified its action-packed experiential marketing campaign with a high degree of technological aestheticism. Audi’s Dome of Quattro, for example, debuted at the Denver International Airport. The high-definition, 30-foot tall techno dome featured a hospitality lounge, Audi’s sleek design, a curved bar and a massive digital screen presenting documentaries about Le mans and the U.S. Ski Team.

The technological angle is telling, because immersive tech, itself, is becoming synonymous with lifestyle and sports marketing. Free Wi-Fi goes a long way, especially when it’s sued to present a gigantic digital tunnel video. Make no mistake: Audi’s marketing tactics are rising quickly, and they’re only getting better. When equipped with a solid experiential marketing team, brands have incredible potential.

How Demos Can Boost Your Brand Awareness

In the world of marketing, brand awareness is paramount. More often than not, product and service demos are solid foundations. If you want to boost sales, increase awareness and maximize your outreach, you’ll need to prioritize presentation, usability and—most of all—excitement. Check out the top reasons brands are demonstrating with demos, and redefine your marketing strategy from the ground up.

Reason One: Higher Sales

Using demos is smart, sales-wise. In fact, a lot of brands are optimizing their expenses to streamline in-store samples and demos. Studies prove that in-store demos boost same-day sales, brand franchise sales and long-term consumer habits. Even if you’re not a food provider, samples exist in other forms. That said, food-based samples alone can greatly impact sales. As an example, Costco samples reportedly boost sales by approximately 2,000 percent.

Reason Two: Lead Generation

Today, everything is digital. Because your consumers are using smartphones, Facebook and instant-access eCommerce portals, you’ll need to prioritize your brand’s lead generation power. How? By inviting consumers to receive special deals via SMS, email and social media posts. Consumers love free demos—especially if there’s little work involved. By offering demos, samples and discounts via a digital marketing strategy, you can boost your brand’s lead generation before buyers show up.

Reason Three: More Testimonials

In our highly digital world, positive online reviews are must-haves. Brands capable of inspiring high emotional intensity, on average, achieve three times as many positive reviews as other brands. Highly differentiated brands, too, earn positive word-of-mouth. If you can woo your customers with solid demos, exhibits and free trials, you’ll be set. Prioritize your brand’s emotional appeal, first. Then, focus on general marketing tactics.

Reason Four: Ongoing Sales Security

A solid demo campaign can boost sales over time. This is why marketers often take the experiential route—as they can reduce expenses by combining PR campaigns with on-location demo events. Immediate sales are important, sure, but they’re incomparable to ongoing sales-centric campaigns. If you can offer a solid demo, you can ensure registry sign-ups. From there, you’re established to re-promote, gain more followers and ensure future success.

Reason Five: Immediate Feedback

Because today’s feedback channels are often brand forums, review websites and social media, a little on-location feedback never hurts. Ask your demo crowd if the product works. More importantly: Ask them what they liked specifically. If they don’t purchase the product after, ask them why.

In any event, more information is better. Consumer participation is incredibly valuable, and it can power long-term brand campaigns. In the marketing world, getting experiential never hurts. In fact, it’s becoming a mainstream approach for many companies. When everyone can promote digitally, hands-on demonstrations are highly memorable.

How American Express Shared the Love with Small Gift Handouts

What do American Express and small businesses have in common? Great events. To jam-pack the holiday season with fun, American Express crafted an intuitive gifting campaign—surprising thousands of fans while leveraging its entire Shop Small platform. The event, itself, was all about putting small businesses first—sponsoring six different NBA teams while promoting holiday cheer.

The Shop Small for 2X Rewards Movement

American Express kicked off its event across six NBA games from November 10 to December 22. Their campaign, dubbed the Shop Small for 2X Rewards Movement, started at the HEAT’s Chicago Bulls game. The American Airlines Arena in Miami was a prime location for American Express’s reveal. Attendees were barraged with hundreds of customized T-shirts, which were ported directly from Peace Love World—a Miami retailer.

The Shop Small for 2X Rewards Movement didn’t stop there. American Express continued blasting fans until the Warriors game against the Celtics. At the event, American Express had a final huzzah by handing out 1,200 gift cards sourced from local businesses. On November 25, American hopped over to the Los Angeles Lakers game—offering another 1,500 sneaker wipes, gift cards and Lakers socks. This time, Blends—a local sneaker shop—was the benefactor.

Fast-Paced Giveaways

Among American Express’s big-time marketing initiatives, it’s fast-paced giveaways were certainly notable. It’s rare to see a competitive approach to swag handouts. That said, American Express’s presence at NBA games, in general, is telling. American Express distributed a recorded 22,000 candles at the Chicago Bulls game, representing 450 brand ambassadors in two minutes flat.

The historical experiential marketing moment might’ve been spearheaded by American Express, but the surrounding brands certainly had a say—and a massive presence. Local shop, Abbey Brown, was responsible for delivering the gifts. Once the campaign wrapped up, 250 Shop Small parachutes handed out another 2,000 wool gloves crafted by local Brooklyn merchants.

The Social Media Angle

No marketing outreach effort stands tall without a little social media support. In celebration of the event, American Express utilized its NBA partnership with Shaquile O’Neal to promote on Facebook and Twitter. Understandably, this approach was a good idea. The campaign, itself, was a prime example of American Express’s dedication to fan experiences.

Constantly encouraging credit holders to “shop small,” it isn’t strange to see American Express catapult an array of small-time gifts. Here, their targeting strategy is highlighted. American Express’s approach wasn’t about what was given—but how it was given. Card members are frequent amenity-lovers, and even a small marketing notion goes a long way. Marketing during a venue, certainly, is a unique angle. It’s entirely human, bringing products and services directly to the client’s level.