You might have heard the term “experiential marketing” being used in relation to pop up shops, but what exactly does it mean? In its basic form, experiential marketing is a way for businesses to get consumers to experience their brand through advertising.
Instead of focusing on the hard sell, companies focus on the emotions and memories that consumers feel towards their products. Think the warm feeling you get when you watch a Werther’s Original advert, but on larger, sleeker scale.
As part of this, many marketers and companies use pop up shops for their temporary experiences, and it makes sense to do so. Often these experiences are to promote the new flavour of the month or a new product, before the company moves on to their next big marketing thing.
Usually large companies with big budgets can only afford to do something like experiential marketing, which seemingly is hard to measure its effectiveness. However smaller companies are increasingly using pop up spaces to create an experience for their customers, to keep their company name embedded in consumers’ minds.
Here’s a few examples of some of the best experiential marketing campaigns
There have been thousands of experiential marketing campaigns out there, but here are a few of our top picks.
adidas Basketball – Jump with Derrick Rose
To promote the launch of Derrick Rose’s signature shoes, adidas set a popup shop where lucky visitors had the chance to win a pair of the coveted shoes. However, they had to jump 10 feet into the air and grab the shoes off of a shelf to simulate what it’s like to jump up to the hoop in a basketball game.
IKEA – Big Sleepover
After 100,000 people joined a Facebook group called “I wanna sleepover at IKEA” the company responded by inviting 100 people to sleepover at their store in Essex. Complete with manicures, massages and even a bed time story, the aim of this piece of marketing was to stress how important it is to spend valuable time choosing the right mattress and bed for the ultimate night’s sleep.
Red Bull – Stratos
Perhaps the most effective piece of experiential marketing there has been, the Red Bull Stratos event still has people talking today, two years on. Felix Baumgartner jumped from the edge of the atmosphere back down to earth in an event that was so widely publicised that it was even broadcast live on TV. Red Bull sponsored the whole thing too, and not an energy drink or Jagerbomb was in sight: it was a way to put their name on the map as the sponsors of epic sports and life changing stunts. There’s not many other brands out there who can say that they took a man to the edge of the atmosphere and gave him wings.