The Best Examples of Experimental Marketing from 2011
Experimental marketing is subject to constant evolution, and its direction tends to be dictated by developments in technology, consumer behaviour and social advancement. 2011 was a significant year for experimental, thanks to the huge growth of social media and the way in which digital channels have been utilized to engage consumers in real time and emotive interactions.
With 2012 set to be an even more seismic and potentially defining year for experimental marketing, it is well worth looking back at the promotional events which made the headlines during the previous 12 months. So what were the best examples of experimental marketing in 2011, and how did they evolve from a basic vision into a tangible promotional campaign?
Chillisauce and the Breast Cancer Wear it Pink Fundraising Campaign:
In the autumn of 2011, UK events planner Chillisauce partnered with cleaning brand Vanish to promote breast cancer awareness. In honour of the national Wear it Pink day, they constructed the world’s largest bra and placed it on ITV’s towering Southbank Building. Aside from significant exposure on national television, the event also unfolded live on social media resource Twitter and encouraged genuinely emotive and real time discussion among users.
T-Mobile and the Angry Birds Live Event:
Live events and theatrical staging are emerging as significant experimental marketing trends in 2012, and leading telecommunication firm T-Mobile found themselves ahead of this curve last year. Founding a life sized and genuine version of the successful Angry Birds smartphone game, they created a tangible experience for consumers and an accompanying video and digital campaign through which to share this. Few events stirred as much impromptu and real time interaction as this one, especially among such a wide and varied social demographic.
Bing, Jay-Z and the Collision of the Real and Online Worlds:
The U.S. are often not a nation to be outdone in the field of experimental marketing, and the efforts of Bing and Droga5 New York to publicize R & B star Jay-Z’s autobiography in 2011 was perhaps the single greatest promotional event of the year. With pages and snippets from the book shared throughout U.S. cities nationwide and across a wide range of digital and traditional media, Droga5 New York created a real time treasure hunt that integrated Bing’s own online property with physical locations.
The Bottom Line: A Look Ahead to 2012
These events all showcased the virtues of creativity and innovation that pushes the boundaries of experimental marketing to their limit, and shape the templates for future developments and trends in event planning. With this in mind, 2012 is expected to witness an increasing desire for digital marketing and unexpected live events which encourage real time interaction among participants.
2012 may see the medium of social media reach its full potential as an experimental and creative marketing tool, amidst suggestions that it is likely to reach saturation point during the next 12 months. This means that new and breaking trends which evolve within this time are likely to change the course of experimental marketing in 2013 and beyond.
About the Author : Lewis Humphries is a professional blogger and researcher for leading UK events planner Chillisauce. Organizing a range of innovative and large scale events, they serve both corporate and recreational bodies nationwide.