Experiential marketers really brought the live experience to the next level in 2011 – creating engaging events with a viral component. As some fodder for thought and creativity in 2012, we’ve compiled a selection of some of our favorite campaigns from the past year. Enjoy!
Music & Entertainment: Virgin Mobile’s Echo Temple
This highly interactive sound installation was featured at Virgin Mobile’s FreeFest, an all-day music festival held in Maryland and attended by 50,000+ consumers. The installation allowed attendees to play virtual music by moving their bodies and fans coded with special symbols in front of speaker towers containing motion-tracking cameras. These speaker towers encircled a central tower that transformed the symbols, body movements, and camera activity into music. Talk about a memorable experience! The video speaks for itself:
3D Mapping: Jordan Melo M8 3D Water Projection
Jordan went all out with the launch of the new Melo M8 shoes. The brand threw a bash to welcome Carmelo Anthony and the shoe to New York City, complete with live music, games, and a 3D water projection. The 3D projection featured Anthony jumping out of a helicopter and playing hoops on the water. Cool!
Cause Marketing: 700 Lives Melting Ice Sculptures
The city of Madrid was turned into one giant PSA for this beautiful experiential campaign. 700 people per year die from skin cancer in Spain alone, and this execution was created to show people the dangers of the sun. Ice sculptures of people enjoying everyday activities were placed all over the streets of Madrid, and each sculpture that melted represented a life being lost to melanoma. This strong message cannot easily be ignored:
Augmented Reality: Lynx Angels Fall From The Sky
Lynx, the Axe Body Spray of the UK, launched an experiential Augmented Reality campaign in London’s Victoria Station to complement the Lynx Excite Fallen Angel Facebook challenge. As consumers walk onto Lynx markers, the Excite Angels literally fall from the sky and interact with whoever is standing on the marker in real time, thanks to the digital video billboard. The YouTube video has garnered nearly one million views:
Bringing The Senses To Life: Sephora Sensorium – Lucid Dreams
Beauty retailer Sephora and French fragrance manufacturer Firmenich collaborated to create The Sensorium: Lucid Dreams from the Sensory World, a multimedia experience designed to ignite the senses. The Sensorium, a pop-up museum housed inside a 3,700 square foot warehouse in New York’s Meatpacking District, featured interactive and immersive installations First Scent and Lucid Dreams. These installations combined sight, smell, and sound to transport consumers into the world of the perfumer’s imagination.
What other experiential activations have caught your eye lately?