The second fundamental of experiential marketing is theater. Theater is memorable. If done well, a bit of drama provides an unforgettable hook. However, there are some key rules:
- Simplicity and originality
- Good quality and good talent
- The element of surprise
The flash mob has become increasingly popular over the past few years, but it is becoming a bit tired and predictable. T-Mobile did it well at Liverpool Street Station.
Unfortunately, Qantas did not do it well—with cringe-worthy results.
Cunning stunts are a great way to offer good theater. Bounty Paper Towels did a fantastic job of demonstrating a giant-sized problem and how its product can solve it.
Likewise, Discovery Channel drove awareness for Shark Week with a clever stunt that brought the fear of many Australians closer to home.
Contributed by Sara Graham, Integer Sydney.
Photo Source: Coloribus, AdGoodness