All the focus on digital media is creating something of a premium for marketing efforts that are more personal and face-to-face. The New York Times has a nice article covering the trend of advertisers and media companies sponsoring events across the country. Stuart Elliott notes, “Trucks, buses, RVs and even fire engines are being sent around the country to bring brands to consumers as part of a popular trend known as experiential marketing.”
Elliott continues, “The goal of experiential marketing is to build closer ties with consumers than can typically be forged through traditional tactics like television commercials or cents-off coupons. In this instance, the idea is for people to encounter the brands as they are out and about for activities like camping, attending music festivals, sightseeing and visiting amusement parks.”
A wide variety of brands are trying out this tactic, including Bon Appétit magazine; the CBS television network; Hendrick’s gin; the History cable channel; Hot Rod magazine, in partnership with Walmart; Jack in the Box, the fast-food chain; and the sitcom “New Girl,” on Fox Broadcasting.
They’re loading up trucks and heading to places and events where they can reach some of their key demographics, like the San Diego ComicCon or the Country Music Association Music Festival in Nashville.
Will we be seeing a road trip for game titles soon Need For Speed seems like an obvious choice, but a Call of Duty road trip to malls and key shows could also be a great way to build enthusiasm.
Source: The New York Times
