Imagine you have got a great idea on how to communicate, reach your market and promote your brand or product. It is a simple fool proof idea, its engaging, catchy, innovative, it just can’t go wrong; except for the fact that it is Experiential.
So what is the problem with experiential campaigns? Well, they are simply hard to reproduce, and there is only a limited number of people you can reach at the same time in one place: a street, a trade show, a special event, or even at the office. Bottom line, they are very hard to scale, and just not commercially feasible.
Now, allow me to show you how to make a local activation campaign a worldwide success without either having to scale, replicate or even invest big bucks.
Let’s have a look at the VW example. A campaign called “The Fun Theory”. The catchy campaign consists of a series of experiments which are demonstrated to find out if making the world more fun can improve people’s behavior. Doing these experiments in one location probably would not have generated any resonance, it wouldn´t have even covered the campaign´s own cost. Replicating it in every metro station in the world… well, impossible. The secret: WEB VIDEO.
The top video, Piano Stairs, has achieved over 19 million views on YouTube. With a simple VW logo dropped in at the end, the brand presence is very subtle yet absolutely powerful. Each experiment was filmed, and a website, www.thefuntheory.com, was launched to showcase the experiments and invite people to compete for the Fun Theory Awards.
The campaign created a community and a movement around the Fun Theory, giving the concept a life of its own. All from a good idea, a set of single experiments and a camera crew.
So what does this mean to you? Well, you can evaluate brilliant campaigns differently, you can spend a bit more money on a stunning & fun campaign idea and produce a return on investment way further in time and space that the actual event itself. Be creative, be innovative, be online, be on video.