SOCIAL + EXPERIENTIAL MARKETING Gaurav Mishra VP of Insights, Innovation & Social, MSLGROUP Asia firstname.lastname@example.org @gauravonomics on Twitter
QR CODE STORES Companies enrich the shopping experience by using QR codes in unique ways to attract customers.
eMart Koreaâ€™s Sunny Sale (Seoul)
Tesco Homeplus Korea Subway Store (Seoul) Virtual stores that resembled real ones in A shadow QR code activated by the sun subways helped busy professionals shop only during lunch time was used to on-the-go. People used smartphones to increase slow sales during that time. The QR code gave customers access to special scan product QR codes and paid via sales and promoted the mobile application. smartphone. Tesco Homeplus became the EMart increased lunch time sales by 25% number one online retailer and online sales increased by 130%. through this campaign.
eBayâ€™s Christmas Boutique (London) First QR code boutique in the UK, brought the online store offline. People were able to walk through the store, scan QR codes of products they wanted to purchase and pay via the eBay mobile application.
DIGITAL WINDOW SHOPPING Redefine window shopping by incorporating interactive digital functions to boost sales.
NET-A-PORTER’s The Window Shop (London) For Fashion’s Night Out, NET-A-PORTER created a pop-up graphic storefront with an accompanying app. People scanned items with the app to purchase directly from the website on their smartphones. This app was downloaded over 4,000 times and drove 2,600 visitors to the website.
Adidas Neo’s Interactive Storefront (Germany) Adidas redefined window shopping by creating an interactive storefront where people could interact with digital models and use a numerical pin to connect their phones to the screen, dragging products from the screen to their phones to purchase them.
Goertz Virtual Shoe Store (Germany) Goertz created a virtual shoe fitting store where your feet get scanned to try on 3D shoes. You can share a photo with Facebook friends and use a QR code to purchase shoes on the website.
REAL LIFE + REAL TIME Incorporate the online world with the offline one in real time for more buzz.
Coca Cola Village Amusement Park (Israel) The Coca-Cola Village Amusement Park connected the Facebook community with the offline world via RFID (radio-frequency identification) wristbands. Every time visitors scanned their wristbands, they could immediately share their experiences on to Facebook. The three-day event generated over 35,000 Facebook updates.
Anthon Berg Generous Store (Copenhagen) Anthon Berg created the first chocolate store that only accepted good deeds as payment. Visitors would share on Facebook what good deed they would do for a friend in exchange for chocolate.
Ariel Fashion Shoot (Scandinavia) Ariel created a live product demo in the center of Stockholm Central Station powered by Facebook. Through an app, people could control a jam squirting gun to stain a white t-shirt in real-time. Those who were successful in staining the t-shirt received the cleaned t-shirt as a souvenir.
TECHNOLOGY IS SOCIAL Spread one person’s experience to their online social circle to amplify buzz and awareness.
Coca Cola Hilltop Reimagined (Global)
Unilever Share Happy (London)
Nike LiveStrong Chalkbot (Global)
After viewing a mobile ad, people could send a free Coca-Cola across the world to a stranger. Special vending machines documented when the unsuspecting person received the free Coca-Cola. Recipients could also send a video thank you note to the gifter.
Unilever created a vending machine that used facial recognition software to detect if someone was smiling. If the smile was worthy, the person got a free ice cream. People could also share a photo on to Facebook.
Nike helped Lance Armstrong spread the Livestrong cancer survivor message with “Chalkbot.” This machine took thousands of online messages from the campaign and printed them in yellow chalk on the Tour de France path. During the month-long campaign, the Chalkbot received over 36,000 messages.
RANDOM ACTS OF KINDNESS Build relationships with consumers by understanding their needs and surprising them.
Kleenex Feel Good (Global)
Kotex Womenâ€™s Inspiration Day (USA)
KLM Surprise (Amsterdam)
Kleenex delivered care packages to Facebook users who posted about being sick. After sending 50 kits, Kleenex generated 1,800 interactions and 650,402 impressions.
Kotex spread inspiration to women by looking at their Pinterest boards and creating a personalized inspiration kit. To receive the gift, users just needed to repin the gift on to Pinterest. From 50 kits sent out, they ignited 2,284 interactions and 694,853 impressions.
KLM surprised unsuspecting flyers who had checked into their KLM flight via Foursquare or tweeted about flying with them with a personalized gift. Through 28 acts of kindness, KLM generated over one million impressions across 88 countries in a three week period.
FROM SOCIAL TO STORES Weave social into a campaign to increase engagement and interest from customers.
American Express Link Like Love (USA) Starbucks The Big Picture (USA)
Sleepless at Playground (Sweden)
American Express created an app that shows savings and rewards to its customers based on Facebook likes and check-ins. Cards can be activated via the American Express Facebook page and deals are automatically loaded on to the card.
Playground, a hiking and outdoor equipment company, challenged four people to stay awake and sell their products. Customers could follow participantsâ€™ progress online and offer encouragement. If the participant from whom customers purchased from won, they were refunded their purchases.
To get people to use reusable mugs instead of paper cups, Starbucks created a tree made of paper cups in New York City and offered free coffee on Earth Day for those who brought in reusable mugs. Online, they showed how this change would affect the environment over time.
ALTERNATE REALITY GAMES Blur the lines between the online and real world with alternative reality games that bring fans into stories for an exciting brand experience.
Nokia Conspiracy for Good (Global)
Batman Why So Serious (Global)
McDonaldâ€™s Lost Rings (Global)
Nokia sponsored a multimedia, multiplatform storytelling experience that raised awareness and support for an African village. Nokia phones with a special augmented reality app allowed people to integrate the real world with an online experience. The app was downloaded over 900,000 times across the world.
As pre-buzz for the release of The Dark Knight, fans were brought into Gotham City through online games, real world challenges and social media integration. There were over 10 million participants across the world.
To celebrate 40 years of partnering with the Olympic Games, McDonald's sponsored a global game that hid clues online and in the real world about a mystery involving the sixth Olympic ring. Over 200,000 people from all 119 countries where McDonaldâ€™s is present participated.
LETâ€™S STAY IN TOUCH Gaurav Mishra VP of Insights, Innovation & Social, MSLGROUP Asia email@example.com @gauravonomics on Twitter
How do you use social and events together to create a unique brand experience? We've highlighted case studies from around the world about: Q...