Experiential marketing is all about customer experience.  It’s about the engagement and interaction with brands products and services using the human appeal for sensory experiences.

Experiences allow people to connect to a brand or a message which in turn allows them to make intelligent and informed purchasing decision, or as you will see in the following video, life saving decisions… at least that’s what Shell and JWT Ukraine had in mind when they launched ‘’The Pedestrian Ghost Campaign’’, but at what cost?

Being that speeding and pedestrian safety seems to be a big problem in Ukraine with the highest percentage of pedestrian collisions in Eastern Europe (56%), an ambient advertising in the form of human shaped balloon popping up right beside the speeding car was designed and implemented to educate motorist about the dark side of speeding.

What an experience and brand connection!  I bet all the drivers senses where put to the test here.   Imagine yourself speeding in the middle of the night when suddenly a ‘’Pedestrian’’ pops almost in front of you…

Take a look at the video and let us know what you think about this campaign:

The JWT/SHELL Pedestrian Ghost Campaign.

For my part, even though the ‘’Experiential Theory’’ seems to be present at all levels (although in regards to brand association… it is still not clear how Shell made it’s presence clear during the whole thing… maybe another balloon popping out a few meters away saying: This scary moment brought to you by Shell!), I feel that this is way to dangerous and if I was JWT and Shell, I would be worried about the possibility of actually provoking that same accident the campaign is trying avoid, never mind the law suits that could follow…

Daniel Arenas Tello

Art Center printing workshop in Sao Paulo is just one more serving the advertising agencies demanding market. So, it created something really different, just like creatives like to “taste”. Watch the video and take a “sample” of what happened.

“A football match has just broken out at London Victoria Station.”

Watch to see how four footballers use fancy footwork, along with the brilliant screen and innovative S Pen of the Samsung GALAXY Note, to transform a routine commute into a spectacular event for Londoners.

September 11 last boys t-mobile to launch a new telephone rates “no surprises” on the bill filled the town of brighton false police fined you for no apparent reason, the fine was false, only DSE was published on the operator along with a detail:

 

And here is the video from our last action in Mestalla Stadium ( Barça-Valencia ), The biggest puppet projection in the world.  In my opinion one of the most difficult challenge in terms of action and execution.

Credits.-
JWT London
Jack Agency
ASMALLJOB
Poko

So September is the most stress month of the year for us. We are preparing Four different actions at the same time.

- Trident pointlessfun.- Shadow puppets next week in Valencia stadium a mix of stunt marketing and 3Dmapping of the camp ( yes in camp) will be the first time in the world that someone is going to create this!.. stay tune!..

- General Optica. Stores activation .- Using Interactive games , AR, Kinect and facil recognition systems in order to create a new consumer experience . Also the first time in Spain with this type of action.

- Trident Paintbillboard.- A stunt game that will encourage people to play with a gun By Internet or live.

- Reebook . Store activation.- A guerrilla mkt campaign looking for the new face for Reebook next AD.

And much more new media actions in the pitch. So i´m sorry for not update to much this week the blog.

For this people who will like to know about all this projects a few advance of mockup´s..

For there latest mission( Improve everywhere ) they constructed a custom wooden lectern with a megaphone holster and an attached sign that read, “Say Something Nice.” The lectern was placed in public spaces around New York and then left alone. We wanted to see what would happen if New Yorkers were given the opportunity to amplify their voices to “say something nice.”

Say Something Nice was produced by Improv Everywhere as part of the Guggenheim Museum exhibition stillspotting nyc. This is our second collaboration in the series, the first being The Mute Button.

After touring Spanish Music Festivals with a 1973 Volkswagen Beetle covered in graffiti with the DOODLE BUG activity, the Trident Senseless Fun Colective sent the A Small Job team on another mission, this time to the beautiful beaches of Peñiscola and Oropesa along the Spanish Valencia coast.

The main attraction here was the floating Igloo with a dancing bear on top…. The Igloo floated its way along the busy beaches of Oropesa and Peñiscola waiting for vacationers to send an SMS message with the person’s name in order to have to bear come out of his Igloo to perform a dance for that person.  On the beach was a team of Trident Senseless Staff distributing a flyer informing people of the number to send you SMS to…now that’s Senseless Fun at its best…

Stay tuned for our next Senseless fun mission during the coming weeks: A Puppet Show in a Football Stadium and a Reality Show with 500 Chickens…  The more Senseless the better!

What are your thoughts about this type of activity?  Would you have sent an SMS to the Dancing Bear?

Daniel Arenas Tello

Facebook integration Ushuaïa Beach Hotel

Is RFID and integration with social API’s the next big thing in Social Media?

It’s a great way to integrate social media into Experiential, Street or Ambient events and it allows you to achieve your Blended Strategy in a big way.  Social Media can only come out a winner with these types of technologies; they blend the digital world with the real world, a clear trend in social media marketing.

Folks at Dorst & Lesser are convinced it is, and after their experiment during the Amsterdam Motorshow in 2011, they do it again…this time for the Ushuaïa Beach Hotel in Ibiza.

The concept was to to have RFID devices all around the hotel, each device activated a different inscription on your Wall either statingthat you’re having the time of your life at the world’s party central in Ibiza or by having your picture taken and posted in real-time, all this by simply by passing your RFID wristbands.

The days when clubbing Wristbands where useless once past securities at the entrance are over!

What do you think of this technology?  Will it stick or will it fade away?

Daniel Arenas Tello

Few pictures from our initial action of Pointless fun ( Trident) last week in BBK Bilbao Festival .

Doodle the car and you can win it!

Job in partner with Poko and Jack Agency