Experiential marketing means getting your brand message before the public’s eyes. In the past companies used things like flyers, billboards, and free samples to build brand awareness. Some paid to have cars bearing their slogans driven across country. However marketing has evolved with time, and an experiential marketing campaign such as the Free No WiFi Zones from Kit Kat gives the consumer a brand experience that is not easily forgotten.
Watch Video - Kit Kat's Free No WiFi Zone
In this technology age, the world has gone social. Everyone connects digitally through technology. They interact socially. They learn socially. Therefore, marketing needs to be social and interactive. Sub Rosa’s Michael Ventura captured the spirit of experiential marketing. He wrote, “Brands that create experiences allowing consumers to interact digitally and socially with both themselves and others will succeed in the long term”
Big Companies Build Their Brand through Experiential Marketing
Many big companies have allowed customers to interact and experience their product message with this evolved marketing strategy. Hyundai and GE used high-end interactive games and holographic scenarios. Using a reverse approach, Kit Kat actually blocked the use of technology in their No Free WiFi Zones. They wanted to give us a break. They encouraged customers to interact and socialize with one another in person. They could also enjoy a book while treating themselves to a Kit Kat bar.
The benefits of Kit Kat’s campaign were increased exposure, tons of attention, and strong brand recognition. Its success is visible because:
- Everyone is talking about their unique idea
- They clearly stand apart from the Free Wi-Fi crowd
- Their campaign has inspired a larger conversation on the need for more No Free Wi-Fi Zones.
Host Your Own Experiential Event in One of the Top Venues in Miami
Your company can benefit by hosting its own event. Your customers will be able to socialize as they interact with your product. They will develop a meaningful connection with your brand. Many companies have had success hosting similar events in Florida. They maximize exposure to their product by hosting their events during Miami’s big event season. Soho Studios, one of the top venues in Miami, can accommodate all types of experiential events. You can host a live concert, a flashy fashion show, or a high-tech interactive presentation. The 65,000 square feet, multi-purpose convention center, located in Miami’s Wynwood District, is ideal. Join Puma, Absolut, and other big brand companies who hosted their own events at Soho Studios.