Entertainment TV channel Dave has announced it is launching its first brand extension activity in the form of “Dave’s Comedy Society: Live”.
They are setting out to “create a ‘Dave experience’ to make the audience feel as though it is ‘genuinely entering Dave’s world’ rather than simply attending a comedy event sponsored by the channel”.
People react to live brand experiences in different ways. Some are participants, some are spectators. Brands often measure ROI on participants and rightly so, but what about the people that pass by without interacting? Research suggests that these people make up to 70% of the potential audience that are exposed to an event! What effect do live brand experiences have on these spectators and what impact does this have on that all-important ROI?
Exciting stuff last week for all experiential marketers as the Experiential Marketing Forum released the “first inaugural global study” on Experiential Marketing.
Drawing on data from around the world, the report examines key issues such as external trends, marketing industry trends and of course, ROI.
This week it was very interesting to see Heineken “doing a Porsche” and celebrating their one millionth Facebook “Like”. They sent a branded “hug team” out in to Amsterdam to give out hugs to their customers.
Live brand experiences are an important element in the Experiential tool-box. We asked one of our event managers, Zoe Lucy about what she expects from her staff and how the right staff can make all the different at a live brand experience.
So here we are…the first Event blog post from Hotcow. How nice to be out of our field.
I thought I would start off with a contentious question. What IS Experiential Marketing?
Haymarket © 1957 – 2012
