The agency also launched Buick’s #SeeHerGreatness bus, which brought female athletes to women’s championship games where they raised awareness around the gap in media representation—while 40% of athletes are women, they get less than 10% of media coverage.
“There’s a really telling moment that’s a little bit different from a TV commercial,” said Millon. “Consumers see what you’re producing and you see an automatic reaction. That’s what makes the category so exciting.”
Making experiential mainstream
Other work from the agency includes partnering with a Ritz-Carlton chef to promote Riot Games’ new mobile version of League of Legends, Wild Rift, by bringing the digital power-up tool honeyfruit to fans across Asia. Beyond experience in gaming and sports marketing, the agency has delved into the entertainment industry through activations like “Wake Me When I’m Free,” an interactive museum and art installation that honored Tupac’s legacy.
Davies and Millon are also combating the myth that experiential marketing has an undefined impact on business, and is therefore superfluous, by adopting new tools that measure emotion. Instead of just counting attendees and offering post-experience surveys, the agency uses technology that detects live audience sentiment through facial expressions.
They also spoke to robust client CRMs that integrate experiential into the measurement of overall client relationships.
“If you’re getting into the CRM mix, you’re then really able to see attribution and what different marketing mediums are doing for you,” said Millon, who focuses on how having physical experiences with a brand impact a consumer’s loyalty. “Experiential marketing doesn’t have to sit in the sidecar.”
This story is part of our Experiential Awards special feature. Check out all the stories here.
Source link
