The best experiential marketing campaigns will truly bring a brand to life – that includes its personality, characteristics, values and attitude. This year, we’ve had the opportunity to bring hundreds of brands to life including Facebook, Grace Foods, Victoria’s Secret, Cadillac Fairview and more. Because experiential marketing impacts consumers on such a personal level, it’s a marketing method that will continue to thrive throughout 2018. As we look back on this whirlwind of a year, we have narrowed down 5 of our best experiential marketing campaigns. You’ll notice each brand experience leverages unique characteristics to make a positive impact on their consumers. Without further ado, let’s get started!
Tigris had the tremendous privilege to plan the grand re-opening of Berczy Park which took place on Jun. 28/17. We were especially thrilled to win this business through a formal RFP process. This park is Toronto’s beloved communal space in the heart of St. Lawrence Market, also known as the gateway to Old Toronto. Our team was tasked with creating a unique event experience to bring the community together. This included children, families, seniors and of course, pet lovers, since the whimsical dog fountain is the focal point of the park.
Claude Cormier designed Berczy Park with the perspective of giving people a beautiful space to be together. The grand re-opening was 3 months in the making and working with the City of Toronto was an amazing experience. In the video above, you’ll notice musical and theatrical performances, food vendors, an official ribbon cutting and delicious food vendors. How do you create one of the best experiential marketing campaigns? Some of our project management deliverables included:
You’ve heard us say this before – no task is too big or too small for the Tigris team. Whether it’s scheduling a team of brand ambassadors or turnkey event planning, we put an equal amount of detail and effort into every one of our projects. The deliverables for Berczy Park are similar to our scope of work for St. Joseph’s Toronto West Halloween Fest, an event we have planned since 2012.
First of all, we want to thank 6 Degrees for this amazing opportunity! Tigris was asked to supply 2 Team Leads and 18 Brand Ambassadors per market for Loblaws Taste of Togetherness in celebration of Canada’s 150th. The activations for Loblaws were held in Ontario, Quebec, Newfoundland and Prince Edward Island from late May to early July 2017.
The purpose of the event was to bring people together with food. Loblaws activated at different festivals in each province to host a free picnic, delivering a premium brand experience for consumers. The activation footprint included a vendor market, community eating area, kids zone and artist installation at each event.
Because the event was completely free, it was extremely busy! Our events staff were educating event go-ers about Loblaws, President Choice and their vendors products. As the name states, the event was successful in bringing people together as they bonded over delicious free samples of Smartfood, PC burgers, Lemon Lemon and Quaker Oat bars. Because this event, in relation to Canada 150, engaged with guests in a meaningful way (by providing a free, interactive picnic!) it was truly one of the best experiential marketing campaigns this year. In addition, many participants took note of the products they tried and went to purchase immediately afterwards, resulting in an increase in sales for the featured products.
Our third best experiential marketing campaign of 2017 is a spooky one. On August 30, thousands of commuters started their day off with a shock when they saw 40 headless children in yellow rain coats floating over the sewers. To bring this activation to life, 40 of Tigris’ Toronto brand ambassadors were onsite with Rooftop Agency.
The horror thriller IT, which crept into theaters September 8, begins with the disappearance of Georgie. The little boy chases his paper boat as it floats away in a stream of rain run-off while wearing his yellow raincoat and green rain boots. Georgie’s boat floats into a sewer and when he tries to retrieve it, he comes face-to face with Pennywise, an evil clown whose history of murder and violence dates back for centuries.
Onsite, each of our team members accompanied 1 of the 40 Georgies on street corners during morning rush hour in the Financial District. The objective of the stunt was to terrify Toronto and motivate pedestrians stop and take a with Georgie. Participants were also encouraged to post their shot on social media with the hashtag #WheresGeorgieTO to enter a contest with Warner Bros. Canada’s. The grand prize was two free tickets to see the premier of IT! Actively engaging with your target audience and asking them to participate creates a memorable experience. This experience was shared on several media outlets.
Wouldn’t you like to win up to $250 to WINNERS, or tickets to an iHeartRadio concert? Tigris, in association with Bell Media, iHeart Radio and WINNERS created an unforgettable experiential marketing campaign across Canada that ran from the end of June through to Dec. 9/17. The purpose of the campaign was to promote WINNERS at 3 iHeartRadio concerts along with 18 radio remotes at WINNERS stores in Calgary, Edmonton, Vancouver, Ottawa, Halifax, Montreal and Toronto.
Leading up to each concert was a series of radio remote at a local WINNERS. The remotes gave shoppers the opportunity to enter the branded FABgrab for the chance to win tons of amazing prizes. The activation was promote by Virgin Radio onsite. To participate, shoppers were required to show our BA’s their recent WINNERS purchase or try on an item at WINNERS for entry to the FABgrab. Upon entry, participants have 15 seconds to grab as many certificates in their hands as possible. Once the 15 seconds are up, they must place all their certificates into a WINNERS bag and select one. Prizes range from $5-$250 to WINNERS or tickets to the upcoming iHeartRadio concert.
The activation for each concert includes an inspirational accessory wall, step-and repeat mural wall for photo-ops, along with the FABgrab machine. To create an impactful activation that reflected to the look/feel of WINNERS brand vision for the iHeartRadio events, Tigris was tasked with sourcing branded tents, banners and a fitted table cover for the prize table. We also custom built the sleek/modern accessory wall and sourced the inflatable FABgrab that was re-purposed for the remotes. In addition, a custom snapchat filter was available for both the remotes and concerts.
This event is truly one of the best experiential marketing campaigns because WINNERS customers experience a meaningful interaction with brand ambassadors. In addition, they are shown an unforgettable experience inside the FABgrab and walk away with a prize. What more could you ask for?
Our last event for WINNERS is coming up on Sat., Dec. 9 at iHeart Radio Jingle Ball. We will be sharing our 3rd and final video from this event shortly so stay tuned!
You may have seen one of our best experiential marketing campaigns on the news, especially if you live in Toronto! TransferWise developed an idea for their Canadian launch, and it was nothing short of big and splashy. Haven’t heard of the brand? TransferWise enables customers to transfer money abroad quickly and easily with low-cost money transfers. Banks and other providers often add a markup to their exchange rate while advertising low fees, which means you could be paying huge hidden charges. TransferWise transparently displays its fee upfront and deducts it before conversion. No nasty surprises and more money in YOUR pocket.
The concept was brought to life on Apr. 5-6/17. On the pre-shoot day, 10 of our most daring and enthusiastic staff were booked to “sleep” in random places around Toronto including Union Station, Nathan Philip Square and outside of the big banks. On Apr. 6, the sleepwalkers (90 in total!) walked through the underground PATH during morning rush hour to their destination, Brookfield Place. Once there, they listened for their cue (a large air horn) and broke out into a massive pillow fight – playing their part of ‘waking up’ to hidden banking fees – to a tee.
Can you imagine a pillow fight with 90 people in pyjamas? We’ve got the footage to show you! The video we co-produced with ManyMakers hit 325,000 views in 5 days – not to mention the 55,000+ views on our own Tigris Events fan page (15,000 organic and 35,000 with an ad). We have also been recognized for our work on this project with 2 awards! On Nov. 9/17, we took home the Best B2B Marketing Award at the 2017 CAMP Awards and on Nov. 17/17, won a Gold Stevie Award in New York City for Best Viral Video of the Year.
The best brands understand and invest in their consumer’s experience. Some findings that have proven to be true are:
1. Differentiated brand experiences drive consumer choice
2. Consumers will pay more for brands that offer unique experiences
3. Too few brand are meeting the consumer demand for unique experiences
It’s unforgettable moments like those outlined above, that the connect consumers to brands, and create the very best experiential marketing campaigns.
Are you interested in creating a campaign for your brand in 2018? Contact Tigris today! Tigris is a multi-award winning brand experience agency specializing in innovative, turnkey experiential marketing strategies. In addition, we have nearly 14 years experience exciting consumers and executing thousands of programs across the country. We’ve even executed a few in the United States and one in Singapore! You can depend on our experiential expertise to build you an unforgettable program while our dynamic events staff successfully execute it. Don’t get lost in the crowd! Tigris promotes products and services with “the power of presence” so you’re brand doesn’t go unnoticed.