Experiential marketing is increasingly growing in popularity as gen Z and millennial consumers expect more interaction and real-world connections from the brands they love.
These activations give brands the opportunity to interact with their audiences first hand and create long term emotional connections
At The Drum, we celebrate the best of the best in experiential marketing. The Drum Experience Awards is back for 2019 so we're taking a look back at some of 2018's stellar winners.
People Against Dirty and ECOVER: Rubbish Cafe
In 2018, the environmentally friendly cleaning brand, Ecover, opened up a pop-up store named The Rubbish Café. A simple concept, pay for food using plastic. But not your credit card. Consumers paid using plastic rubbish.
The experience was designed to help highlight Ecover's eco credentials and launch their new 100% recycled and recyclable washing-up bottles. People could only enter if they paid with recyclable plastic rubbish. The cafe was kitted out with upcycled décor and a zero waste menu, capturing the public’s imagination.
Slice, ENGINE and E.ON: A Solar Collaboration
To excite and resonate with new, younger consumers, E.ON, Slice and Engine came together through their solar product.
As part of a wider campaign Slice’s job was to recreate British virtual band Gorillaz infamous animated ‘Kong Studios’ as a real, fully functioning solar-powered recording studio which toured to gigs across Europe.
The interior was based on the creative space that originally inspired Gorillaz, with a twist. All its creations were powered directly through the solar rays captured outside.
Lively Worldwide and Hostelworld: #MeetTheWorld
Wanting to excite its followers and change the perception of hostels, Hostelworld brought in Lively Worldwide to create the first ever 'live-in' sand hostel.
They teamed up with creative producers responsible for the set design of the latest Mad Max movie to build an eight-bed dorm and a private double room out of twenty-four tons of sand. Partnering with Australia's Gold Coast Tourism Board to target relevant brands and local partners, a competition was launched to win a night's stay in the sand hostel.
The campaign reached over 41 million people, engaged 5.5 million with articles, videos, livestreams and other activities, with the competition netting 21.5 million entries, making it Hostelworld's most engaged global competition
Octagon and Mastercard UK
Mastercard UK partnered up with Octagon on its 2018 sponsorship of the Goodwood Festival of Speed to inspire the next generation of motorsport engineers and designers.
At the festival, Mastercard focused on innovation within an onsite Future Lab. Delegates had the opportunity to design their own cars and see them come to life via 3D printing.
They offered young motorsport fans the chance to design their car of the future. Following a social media search for entries, a judging panel chose one six-year-old boy's eco-human friendly concept into a life-size concept car, exhibited at the Festival.
Whether you have staged a hugely successful annual event, launched a brand new one, or created a unique, never-to-be-repeated experience, The Drum Experience Awards is your chance to demonstrate that you can create events that meet and exceed your objectives.
Make sure you submit your entries before August 29 to receive a discounted rate on your application.