This week, Joss Davidge, Director of the Unexpected at BEcause picks out the campaigns that caught his eye.
Telecommunications giant and official technology partner of Glastonbury 2015, EE, milked experiential marketing this year with a striking sculpture that boasted a practical function. The ‘Charging Bull ‘sculpture acted as a 4G double-speed wi-fi hotspot as well as handy phone charge-point.
I like this activation as an example of a brand finding a way to market itself and get people talking, as well as provide a genuinely useful function. In this case, with phone charges quickly depleting, and festival goers’ love of smart phones, this brand activation made perfect sense.
NHS Blood and Transplant got in on the action too with their ‘Drop Stage’ – getting people to sign up to be a blood donor and then asking them to perform on the specially designed ‘Drop Stage’ to celebrate. This immersive activation let users ‘Be this year’s headline act’ as well as giving them the chance to share their experience on social media.
Elsewhere, Yeo Valley’s pop-up ‘Yeogurt’ dining installation offered tasty yogurt ice cream and a place to relax while TV giant Milkshake triumphed with a live version of its show Pop, Rock and Bob.
There were plenty of other great examples of brand experience gracing the field at Glastonbury this year. Herbal cosmetics brand MOA teamed up with Wild Wellbeing to offer massages with its products, and they also offered craft activities such as making flower headbands to encourage people to stop by.
Glastonbury is all about the live experience, and brands fight to get noticed in the noise, but I can’t help but love these activations for their bold execution and quirky delivery. Rather than trying to just market the brand, they merged in with the festival creating immersive brand experiences.
It’s not just Glastonbury that’s jam packed with top notch experiential marketing campaigns, and other festivals such as the infamous Coachella festival are also getting in on the action.
Joss Davidge is Director of the Unexpected at BEcause, the award-winning live brand experience agency, dedicated to enhancing Brand Love.
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