September 19, 2014 |
Engaging new audiences with old messages is something we in the exhibition sector are used to. The challenge of attending the same event but presenting visitors with a new way of interaction, involvement and engagement is something many of you will be familiar with.
Which is why we loved this new thinking from Walkers. Recently it launched the world’s first tweet-activated vending machine. The real genius lies in the fact there’s a limited location – three London bus stops – so in theory the reach should be limited to direct passing traffic. However, by doing something different and making people tweet a specific hashtag to get their free bag of crisps they’ve reached millions via social media and also captured traditional national media coverage.
The campaign is a re-hash of a 2008 competition requesting customers to choose a new crisp flavour, but the addition of the engagement and technology lifts something new into something old. And if that’s whet your appetite, another great example of vending machine joy is this, which sees users rewarded with a free beer for getting the Canadian anthem right.
In other food for thought, another example of successful digital engagement is the campaign for our client Marston. With attendance at a large scale exhibition confirmed, the brief was clear; to deliver an exhibition stand that would break the mould, engage visitors and ensure that attending council officials, the key target audience, could have fun whilst understanding Marston’s product and service offerings.
Combined with a uniquely designed stand, we devised a game that helped Marston engage visitors and combine fun with a corporate audience. A branded bespoke 2d style racing game saw visitors race against the clock around an office-based obstacle course.
The stand created a buzz among visitors and added a competitive element to the day, impressing competitors too! But beyond initial impact, it’s also given the client a database of prospects, a game that can be adapted for other channels – such as their website or future exhibitions, and something they could chose to use internally as an induction tool or use for a social media campaign. Now, that’s driving a brand forward!