By: Rebecca Smith Experimental marketing is the process of marketing products through an experience-based way. In this process, companies hope to catch the attention of consumers passing by and create a connection with them. Engaging customers on the street or at a specific event has to be very strategic because marketers are interrupting their day. When done correctly, this strategy has the power to increase brand awareness drastically and promote a new product or brand. A recent example of this strategy happened at Coachella this past weekend. Childish Gambino started airdropping random festivalgoers a picture of his new shoe collaboration with Adidas. Every person that got the airdropped picture had one hour to redeem the shoes for free. After receiving the shoes, the recipients had to attend his show wearing the shoes. Source:https://marketingland.com/donald-glovers-airdrop-stunt-at-coachella-proves-experiential-marketing-gets-bolder-with-influence-259555
Childish Gambino used experimental marketing to create brand awareness for both Adidas and him. By making the recipients wear the shoes to his show, he was able to promote himself both on stage and in the crowd. This promotion was a terrific way to introduce a new product and promote it, especially at an event as famous as Coachella.
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