Behavior transformation can be driven by fun activation.

I know that this is old and it is not really brand centric, however, this is a great example of how good activation can be the tool to transform behavior of the TG - here the TG lets go of the convenience to experience fun. 

AR - another interesting example.

The humble "visiting / business card" can be made to amazing things. Here's a superb example of Augmented Reality, which brings a simple thing like a visiting card alive. 


I suggest you visit the site and take a print of the sign and then use it with your webcam on to "EXPERIENCE the introduction with the business card"

Cost per contact is high. Really?

When compared to traditional advertising media, experiential is often overlooked and under-rated because of a perceived lack of reach, or high cost per contact. While there is the basic logic of "counting your reach" vs "reaching those who count" and the quality of the "engagement", even in terms of reach experiential engagement scores high.

Another bit from a research undertaken by EMF and IMI International in the US, shows that Experiential Marketing has effective reach well beyond consumers directly impacted. When considering sampling costs “per person impacted”, be sure to account for the amplification benefit.

Experiential Marketing - leads to trials.

If you are trying to get consumers to try a product / brand that they do not normally buy / use - do not rely on your ad campaign to transform behavior.

Recent results of a research undertaken by EMF and IMI International in the US, where they asked consumers what influences them to purchase brands they don’t normally purchase, and which of the tactic has the greatest impact in that switch gave the following results;

While 52% by way of Experiential Activated and hence more one on one marketing is exciting - what is even more impressive is that this has stayed consistent over the last 15 years - where-in there is so much of a change in the media consumption pattern.

Nice to note, promotion is another 20%.

Awareness driven communication, does drive sales, but only to the extent of 24%.

Engagement & reaction.

Wonderful engagement & it's amplification amongst the general audience. Done for Samsung NX10 World Creative Imaging Competition.

Just loved it for it's effectiveness and simplicity of the idea. Loved the reaction of the audience at the end and their move towards their cameras to record the moment for sharing.

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While on the site, do check out the chopper and the popcorn and of course the wonderful pics.