1. Microsoft – In an effort to generate word of mouth for its Windows Live Websites and services among moms, Microsoft opened Windows Live Portrait Studio pop-ups in Brooklyn, NY and San Francisco neighborhoods known for their strong family demographics. The pop-ups were open for six weeks leading up to Mother’s Day. Brand ambassadors signed up guests for a Windows Live ID to provide access to the free suite of Windows Live services. While guests were waiting, performers entertained the kids with magic tricks and puppet shows. Child photographers took family photos and sent guests to the Photo Lab where brand ambassadors helped them edit and send the photos to friends from the Studio.
2. Target – To build a lasting relationship with the shoppers of tomorrow, the Target Back to College After Hours Shopping Event made meaningful connections with first year college students. The idea was to be there during the transition from home to college. Target stayed open late and provided free bus transportation to and from campuses to Target stores. On campus, bran ambassadors greeted students with pop-up campus maps that highlighted the best places to study, where to watch the big games, as well as directions to Target stores. To spread the word, the retailer posted the event on Facebook. In the end, a total of 24,000 students attended the event from 14 universities nationwide and sales increased 11 percent year over year.
These examples provide some nice ideas of what can be done to liven up your event marketing mix.
Joshua Gair – Impact Entertainment Services