Watch the trailer to the experience here
I’ve geeked out about interesting marketing campaigns for the greater part of the last 10 years, even before I started a career in Marketing and Branding. There’s something special about a campaign, video, or concept that goes above and beyond, especially in an era where a price point and shouting fonts and colors isn’t going to cut it. And while the content creator in me slouches back in the chair grudgingly saying, “aw man, why didn’t I think of that?”, these are the brands on the forefront of marketing experiences.
I’ve been watching this marketing campaign unfold for Heineken, with the help of creative powerhouse Wieden + Kennedy New York. Heineken gave 5 New Yorkers an opportunity to step on stage at a comedy club with comedian Fred Armisen, after they were willing to trust an unknown voice on the other end of a street payphone.
This video campaign, which will release new content every few days, is also promoting a socially-powered hashtag campaign in which fans can unlock new experiences in their cities by asking @wherenext to plan out your evening on the town. While the campaign is still fresh, it sadly sent me to a few restaurants in Columbus that are far from thriving when it comes to a great evening, however the content seems to be real-time and crowd-sourced with the intent of a building content over the duration of the campaign.
Experience Marketing needs to be integrated into your strategy, turning one consumers’ ultimate experience into a storytelling opportunity for your brand. How will you create innovative experiences for your consumer?