This time last month, industry-goers were gearing up and getting ready for this year’s IPM Awards. Although there had been an impressive shortlist and an even more impressive list of winners this year, we can’t help but have our favourites.
We love keeping up with the latest experiential activations or immersive activities (as you can see from our blog) so we were really excited when we saw these three brilliant examples of experiential marketing in particular.
Lucozade Sport – Conditions Zone: The Science of Brazil
When the Men’s World Cup took place in Brazil last year, Lucozade Sport set out to challenge players to feel the heat. The brand invited players to participate in a 50-minute-long game of five a side football. The only catch is, they would be playing in the same conditions the England team would be – 32 Celsius and 76% humidity.
Alongside the immersive activity, Lucozade Sport released an informative video to go with it. Breaking down the conditions in the zone, the video includes footage of the footballers playing and sweating bucket loads. Over a 90-minute game, a player can lose up to 5 litres of sweat as well as 6 grams of salt. You can learn more facts about football by watching the video here.
The Football World Cup is the perfect platform for Lucozade Sport and they picked up a gold in the ‘Stand Alone Experiential Activation’ category.
Sony Mobile – Xperia Big Splash Stand
A surprising amount of us often accidentally lose our phones to water damage. The majority of the time we end up having to buy a new phone as they’re beyond repair. When you go to buy a new phone, one of the things you look for is whether it’s waterproof or not. Sony realised that being waterproof was what made the Xperia Z3 so appealing and set up shop in Westfield’s.
At their immersive stand, consumers were invited to see just exactly how waterproof the phone was right in front of their eyes. Not only is this a great way to get consumers excited about your product, it gets them talking too. People were so impressed with the phone; they purchased one right on the spot! The Big Splash Stand won Gold in the ‘Telecom, Utilities & Technology’ category.
H&M – Box of Wang
To promote the highly anticipated collaboration between designer, Alexander Wang, and H&M, the brand launched an exciting and ambiguous campaign. Over night in St. Christopher’s Place, London, a mysterious box appeared. Passers-by had to wait 6 nights before they could see what was inside.
Once it did activate, the box turned into a tweet and reveal device for consumers to see designer items. Consumers could tweet the campaign hashtag (#AWXHMreveal) in order to light the window up and see a hidden item of clothing. The immersive cube won the brand Gold in the ‘Traditional Retailers, e-Commerce, Catalogue, Bars & Restaurants’.
What was your favourite experiential piece of marketing of the last 12 months?