We’ve gathered a few of our favourite brand experience based gems for this 10 minute read, and this month we’ve seen everything from brands taking on the hospitality sector in a mission to produce a unique personal brand experience, to Marmite’s venture down the path of psychology & Trainline exploring some great innovative, integrated campaign thinking!
Taking brand experiences home
Brands are taking the notion of ‘brand experience’ to a whole new level of connectivity, offering their ‘homes’ to customers via the Airbnb site. These PR tactics are a real great expression of brand identity through the use of interior design whilst strengthening a brand-customer relationship.
Earlier this month, Jim Beam were offering customers to ‘live like a master distiller’ at Jim Beam’s new Airbnb. Jim Beam were welcoming guests to their American Still house for $23 per night – that’s equivalent to the price of a bottle of Jim Beam in America. The over night stay was in the grounds of the historic distillery in Clermont, Kentucky. The stay included a tour, a tasting session and a BBQ at Fred’s Smokehouse.
The offering really built on Jim Beam’s external brand personality even to those not purchasing a stay. As word of mouth spread we’re sure there were a be a high number of customers having a nosey at the images on Airbnb. This is a highly creative & clever way to personify a ‘shelf’ product.
Sources:
https://www.gobourbon.com/live-like-a-master-distiller-at-jim-beams-new-airbnb/
According to Marketing Week (2018) Barbie sales dropped by a huge 20% between 2012 & 2014. Through heavy primary research based on customers/users thoughts of the doll, Mattel’s new objective was to move the conversation from what Barbie looked like to what she represents- confidence, education & body image. According to CNBC (2019) Barbie sales have now increased globally 12%.
This month Mattel created a pop-up Airbnb listing which offered a one time, 2 night stay at Barbie’s ‘Malibu House’ for $60 a night to honour the doll’s 60th anniversary. The $60 stay included a meet & greet with hairstylist Jen Atkin, a hair styling with Mane Addicts Creator Collective, a fencing lesson with medallist Ibtihaj Muhammad and a cooking lesson with Malibu Seaside Chef co-owner Gina Clarke- Helm. Airbnb also donated to the Barbie Dream Gap Project GoFundMe initiative (an on going initiative that aims to give girls the resources and support they need to believe that they can be anything).
Although the opinion is split towards the Barbie doll, it can be said that there is a Barbie fan base amongst adults who would of had an emotional connection with the Barbie doll in their childhood. The opportunity for customers to step foot inside an oversized miniature (in which they may have played in their youth) offers a surreal experience and undeniable little bit of magic created by the brand. Barbie’s execution of a ‘Malibu Dream House’ makes the childhood make-believe experience into a real brand experience. Our 5 year old selves are loving it.
Sources:
https://www.cnbc.com/2019/02/07/mattel-jumps-17percent-after-earnings-and-revenue-beat-.html
https://www.marketingweek.com/barbie-makeover-60th-birthday/
https://www.marketingdive.com/news/barbies-malibu-dreamhouse-listed-on-airbnb-for-dolls-60th-birthday/565435/
As advertisers, the dream is to really get into the mind of the customer & gain the competitor advantage of knowing our customer’s honest desires and needs. Well, Marmite have taken the customer psyche to the next level & have launched their ‘Mind Control’ campaign this month and the campaign name is as honest as you can get.
Marmite have launched a campaign boasting they can change the haters to lovers, as a product whose taste has divided the country for years, this is a real game changer!
Marmite have invited those whose taste buds shrivel when there’s a marmite rain fall in their mouths, to apply to join a 15 minute hypnotic mind control experience. Trained hypnotist & author Rory X Fulcher will take people through hypnotherapy techniques designed to change their taste perceptions.
Marmite have created a humorous TV advert to support this campaign, which shows marmite haters reacting to the mind control film with a crazy new found love for the yeast spread! According to Marmite the official mind control film is too powerful to be shown on national TV & have removed all elements of the hypnotherapy from the advert. The campaign also has a sponsored hashtag, teasers and two-three second TV ‘blipverts’ that will interrupt ad breaks.
Sources:
https://www.campaignlive.co.uk/article/marmite-wants-hypnotise-its-biggest-haters-lovers/1661899
According to Investors Chronicle (2019) between 2013-2018 online train ticket sales in the UK have doubled and Trainline’s market share has increased 11% over the same period. We all love ‘out of the box’ thinking and Trainline has gone the extra mile and thought ‘out of the phone’ with their latest OOH advertising.
Trainline have launched a series of billboards, when viewed through a smartphone appear to transform into live train departure boards. The OOH advertising is part of Trainline’s integrated campaign that aims to show how their app makes travel easier. The brand’s augmented-reality-ready boards not only offer live train times but also promote how public travel is healthy for the environment by giving information on CO2 emissions if travelled by car.
Trainline have not only successfully & creatively integrated two advertising platforms but also capitalised on the topical environmental issues in todays news to showcase their brand’s CSR.
Sources:
https://www.investorschronicle.co.uk/comment/2019/06/26/investors-looking-for-cheap-returns-may-end-up-disappointed-with-trainline-shares/
https://www.campaignlive.co.uk/article/trainlines-outdoor-ads-transform-departure-boards/1660527
Reece Pritchard, Account Executive