B2C Mobile Experiential Marketing Campaigns

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Experiential Campaigns Using Mobile Technology - Burger King and L.L. Bean

"The Whopper Detour" campaign by Burger King ran for nine days, while the "Be an Outsider at Work" campaign by L.L. Bean ran for two days at a time in four cities. More details for these campaigns are below.

"The Whopper Detour"

Products Included in the Campaign

  • The only product advertised in "The Whopper Detour" campaign was the Whopper.

Length of Campaign

How the Campaign Worked

  • The deal was that customers would get a coupon for a 1-cent Whopper if they visited a McDonald's restaurant first.
  • Customers had to download the Burger King smartphone app and move within 600 feet of a McDonald's.
  • Once an order was placed, the customer was then directed to the nearest Burger King, where their food would be ready within an hour.
  • Burger King geofenced 14,000 McDonald's locations in the U.S., which would allow customers to unlock the 1-cent Whopper deal.

Links to Creatives

  • This link shows the "Millions Swerved" advertisement for "The Whopper Detour" campaign.
  • This link shows a video that advertises "The Whopper Detour" campaign.
  • This link shows two different print ads, a billboard ad, and a commercial for "The Whopper Detour" campaign. It also shows the experiential mobile billboard used at specific locations.

Why the Campaign was Successful

  • The campaign was considered successful because it led to 1.5 million downloads of the Burger King app, making it the "most downloaded app in Apple's App Store for several days in a row and the most downloaded QSR app in the U.S. among direct competitors in December."
  • It also allowed Burger King to effectively promote its order-ahead features on its mobile app.
  • The campaign generated 3.3 billion impressions, which equaled approximately $37 million in earned media.
  • Mobile sales tripled during the promotion as more than 500,000 Whopper coupons were redeemed.
  • The ROI for the promotion was 37:1.

"Be an Outsider at Work"

Products Included in the Campaign

  • There were no products advertised in the campaign, as the goal was to associate the outdoors with the brand.

Length of Campaign

How the Campaign Worked

  • To highlight the joy of the outdoors that L.L. Bean wanted to be associated with the brand, the company built the "first-ever outdoor co-working space" in New York City's Madison Square Park.
  • The co-working space included free WiFi, power outlets, and cycling desks.
  • The goal was to get more people to include the outdoors during their workday.
  • An online reservation system ensured the space would be available when a group of workers wanted to use it and "friendly on-site workplace community managers" ensured the workers had what they needed to be productive.
  • L.L. Bean also co-authored a white paper called the "Be an Outsider at Work Handbook," which was "distributed through native advertising optimized to downloads on LinkedIn, Facebook and Twitter, and seeded with the press."
  • An infographic was also created that provided statistics from the white paper and "offered simple reminders of how to get outside during the workday."
  • Statistics were also posted on the brand's Instagram and Facebook feeds and used NowThis to post two native videos about L.L. Bean's outside workspace.
  • The outdoor space was also set up in Philadelphia, Pennsylvania; Boston, Massachusetts; and Madison, Wisconsin.
  • Companies such as Google, Yelp, McKinsey, IBM, and Facebook were invited to use the space, which helped grow the event organically.

Links to Creatives

  • This link shows an image of the actual outside work space, the white paper, the infographic, and examples of mobile ads.
  • Additional views of the outside work space, media coverage, and additional digital ads can be found here.

Why the Campaign was Successful

  • The "Be an Outsider at Work" campaign earned 406 million impressions.
  • L.L. Bean earned 478 earned media placements, 52 of which were tier-one media placements.
  • Customer engagement was at 0.44%, which is 440% of the industry's average.
  • The campaign video received 3,972,000 views and 86,528 social engagements.
  • L.L. Bean's branded searches increased by 73% during the week of the launch. About 91% of consumers "rated their experience working outdoors as a positive reflection on the L.L. Bean brand."
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Experiential Campaigns Using Mobile Technology

Two examples of award-winning, business to consumer (B2C) experiential marketing campaigns that used mobile technology are Audi's e Tron Charging Station Unleashed event 49 and Samsung's Influencer Program Event at the 2018 Samsung Unpacked Event.

Audi e Tron Charging Station Unleashed event 49

  • Audi's award-winning experiential marketing campaign using mobile technology is called "e Tron Charging Station Unleashed event 49". The creative can be accessed here.
  • This campaign received the top prize for best single-market event (consumer) at the The 2019 Ex Awards which is the world’s premiere recognition program for the experiential marketing industry.
  • Audi endeavored to overturn consumer perceptions about electric vehicles by addressing concerns surrounding range, charging infrastructure and performance.
  • Audi built its own fully functional filling station, Charging Station Unleashed, in the heart of downtown San Francisco and right in Tesla’s backyard. It featured free charging, interactive installations and convenience-store snacks re imagined by Michelin Star chef Stuart Briozza of State Bird Provisions, all over the course of four days in a high-traffic area near the city’s waterfront.
  • Consumers weren’t able to purchase any of the munchies on-site with money. The entire event was driven by social currency. Once consumers tweeted out or posted a pic or video about the event on their social feeds, via their mobile device, they gained access to the gourmet snacks.
  • The participating brand was the Audi’s e-tron SUV, which has an entry price of $74,800 and has an EPA-estimated range of 204 miles.
  • One of Audi’s key goals with the charging station was to increase share of voice (SOV) within the luxury car conversation. SOV was 27 percent leading up to the launch and rose to 43 percent during the week of the event which is 14 points higher than the brand’s goal. Additionally, 2,103 people attended, surpassing Audi’s goal by 30 percent. Social media provided another metric of success, garnering 320,000 online engagements and 1.2 million social views.
  • The marketing agency behind this was Venables Bell & Partners assisted by KRo Events.

Samsung Influencer Program Event at Samsung Unpacked 2018

Sources
Sources