Through-the-line integration is key to successful experiential marketing. A simple call to action, a powerful message, and multiple touch points provide the ideal recipe for an award-winning, highly effective campaign.
The benchmark in integrated excellence is brought to you by Corona.
Probably the best example of these experiential fundamentals is the collaboration between not-so-cool Microsoft and the seriously cool Jay-Z.
This campaign was incredibly successful
in not only reaching a target that had never before engaged with Microsoft but
in driving sales for Jay-Z’s record—the perfect idea for the mutual benefit of
both collaborators.
Remember, when developing ideas for experiential marketing, always ensure that the three fundamentals are integral in its planning—technology, theater, and integration.
Contributed by Sara Graham, Integer Sydney.
