Not every experiential marketing event involves getting thousands of people together in one spot. The latest campaign from Frisk Clean Breath, a maker of breath mints, chose to go where people already are. It set up a machine in shopping malls and similar venues that promised to be "brutally honest" about people's breath. The machine was appropriately called Frisk, the Brutally Honest Breath Meter. Passers-by soon noticed the machines and breathed into the tube sticking out of the front. When they did, the machine responded with something extremely unexpected for a marketing campaign: Insults! Every response colorfully insulted the user's breath. It would light up words like "your breath is so bad that your toothbrush mistakes itself for a toilet brush." Then, it would dispense anywhere from a few to a huge amount of Clean Breath Mints. As it did this, it promised that the mints would keep the person's breath fresh for at least two hours.
The reactions of the people who got these analyses typically involved some sort of surprised exclamation. This got even more passers-by to stop and see what was going on. Soon, they too would blow into the machine and get their own brutally honest assessments. As this happened, Frisk recorded the reactions.
Once the company had enough reactions collected, it picked out the best ones. Then it made a TV commercial that has been called one of the best of the year. This ad showed what the machine said, how the people reacted to it, and how many mints it dispensed. In one case, it dispensed so many that it looked like the person had won a decent-sized slot machine jackpot – that was paid in mints!
Like other great experiential marketing campaigns, this one by Frisk is innovative, unexpected, and contains more than one phase. The first phase lets regular people directly experience the product in an unforgettable way. Then, the second phase shows the results in a way that makes viewers feel like they were almost a part of the original event. The combination is far more exciting than traditional advertising, which has become a bore due to overexposure. People remember experiential advertising in part because it is so different than the usual.
While this campaign didn't use a specific private venue, many do. If you're looking for a place to hold a big marketing extravaganza, look no further than Soho Studios in Miami. Soho has up to 70,000 square feet of space – enough room to fit a huge crowd under its roof. Contact us today to set up a reservation or learn how we can cater to your specific event.
