UNIT 1- RECRUITMENT

a) The language of job descriptions b) Person specifications: exchanging

information c) Recruitment sources and advertising: making suggestions. Agreeing
and disagreeing. d) Job advertisements: arranging an appointment. e) A curriculum
vitae. Writing a CV and a letter of application. f) The job interview. The language of
interview questioning. g) Ageism. Establishing rapport.

UNIT 2 - INTRODUCTION TO MARKETING AND ADVERTISING

a) Jobs and responsibilities- Talking about job descriptions. b) Corporate identity,

logos- Presenting your ideas c) Branding
Finding the customer:
a) Market research: giving and asking for opinions b) Customer profiles: agreeing
and disagreeing c) Data collection: Market research terms d) A telephone survey:
Asking questions e) Writing reports

UNIT 3 - PLANNING A MARKETING STRATEGY

a) The marketing plan- Writing emails b) The four Ps – Writing a positioning

strategy c) Pricing and positioning strategies – Giving a presentation

UNIT 4 - CREATING ADS AND ADVERTISING CAMPAIGNS

a) The AIDA model for advertising – Discussing an ad campaign b) Working with an

ad agency – Giving feedback c) Advertising channels d) Rate sheets e) Good and
bad advertisements
f) Advertising media and methods g) Successful advertising h) Planning advertising
campaigns

UNIT 5 - GIVING PRESENTATIONS

General guidelines on how to deliver a presentation. Useful language and

expressions.

1
 INTRODUCTION

TED TALK
https://www.ted.com/talks/rory_sutherland_life_lessons_from_an_ad_man/reading
-list

“If we want clients to advertise, we should be advertising ourselves”.

The founder of London Advertising explains why his agency has run an ad campaign
about itself in response to the Covid-19 slump.

- LONDON ADVERTISING, LONDON ADVERTISING

a tv ad made by London Advertising promoting London Advertising
https://youtu.be/hz_wFlD5k0o

THAT'S WHY WE'RE ADVERTISING

https://youtu.be/yPqcgnSyAB8

This Episode features Vice-Chairman of Ogilvy & Mather, Rory Sutherland. Filmed at
Ogilvy UK; Rory discusses issues with recruitment, how a degree of randomness in
your early career is beneficial, and how it is possible to reframe your way of
thinking.

https://youtu.be/AyhLUyXwYYY

2
3
4
5
NOW , GET READY TO WORK ON YOUR OWN:

1- PREPARE YOUR CV OR RESUME.

● Use the Information from these Links:

Https://Www.Dayjob.Com/Advertising-cv-template-734/
https://www.dayjob.com/advertising-resume-1371/ To Write your updated Resume
Or Cv.

● Use any template you may find fit in https://www.canva.com/

2- YOU WANT TO APPLY FOR THIS JOB/ POSITION:

2.1- READ the ADD and look up for any words you might not know the meaning.
you can use this online dictionary which also has an app for mobiles.
http://www.businessdictionary.com/

6
Not your degree, this ad!. Got your attention though, didn’t it? and that’s our
business

CREATIVE INTERNSHIP

We’re a tight-knit team looking for an intern to help us weave some magic! If you’re
results-driven, adaptive, industrious, and committed to making quality work—keep
reading. This position is very hands-on, we want our creative intern to participate in
all things agency from concept to execution across digital and print media. S/he will
work on projects for a number of cross-industry clients (e.g. Arts & Culture, Health,
Tech, Travel, etc.) assist with production, make stellar presentation decks, and help
create killer social media posts plus plenty more.

The Creative Intern of our Dreams:

Design, Marketing, Advertising or related major

Attention to detail is a must
Knows the ins and outs of the Adobe® Creative Suite
Can take both direction and initiative
Friendly and eager to learn

The juicy details:

Yes, it’s paid

We have lots of snacks
We accept applications year-round and require a portfolio
7
3- WRITE A COVER LETTER TO THE HHRR MANAGER.
check https://www.dayjob.com/cover-letter-examples-314/ for templates and
ideas.

4-INTERVIEW.

TIPS

HOW TO PREPARE FOR AN ADVERTISING INTERVIEW

Read through the job advertisement and make a list of the responsibilities
that are listed as well as the skills required for the role. Come up with
examples of times you have displayed those skills or held those
responsibilities.

Make sure to review the most common interview questions that are asked in
interviews for all jobs, advertising and other, and practice your responses
beforehand.

Spend some time on the company's website and reading news stories about
the company. Read through any press releases the company puts out as well.
8
It's helpful to have a sense of the company culture, to be aware of their
significant accomplishments and setbacks, and to understand the company's
mission and identity.

This insight will come in handy if you're asked, "What do you know about our
company?" You can also frame your answers to other interview questions to
appeal to the company ethos.

MOST COMMON ADVERTISING INTERVIEW QUESTIONS

Below is a list of commonly asked interview questions for jobs in the
advertising industry. Take the time to practice your responses aloud to ensure
you answer the questions in a clear, concise, and confident manner.

❖ Why are you interested in advertising as a career?

❖ Describe an ad campaign that you think worked well.
❖ Describe an ad campaign that you think did not work well.
❖ What is your favorite campaign (both past and present)? Why?
❖ What tools have you used to create ad campaigns?
❖ Do you have media planning experience?
❖ How would you integrate social media into a national ad campaign?
❖ If advertising became obsolete, what would be your next career choice?
Why?
❖ What keeps you motivated?
❖ Explain the creative strategy and impact on the public of one of our
current clients.
❖ How do you measure the effectiveness of an advertising campaign?
❖ How would you design and implement an advertising campaign for a
new consumer product?
❖ How would you persuade a customer that a product you are advertising
is better than the competition's product?

❖ What steps would you take to handle an unhappy client?

❖ Do you believe that any publicity, even bad publicity, is good publicity?
❖ What qualities do you think are needed to be successful in this field?
❖ What are the major trends in advertising today?

9
 ❖ What is the difference between marketing, sales, and advertising?
❖ What is the most effective way to measure and track advertising
campaigns?
❖ What do you consider to be the most effective form of advertising?
Why?
❖ Explain in one sentence this company's mission.
❖ Do you understand this company's target market and clients?
❖ How would you describe this agency?
❖ Why would this agency be a good fit for you?
❖ What unique skills and talents can you contribute to this company?

HOW TO ANSWER ADVERTISING INTERVIEW QUESTIONS

As you answer questions in an advertising interview, you'll want to show your

knowledge of the industry and the agency or company where you are seeking
employment. Bottom line: Do your homework by researching the company.
Thoroughly review the job advertisement before your interview, and spend
time matching your qualifications to the role.

You'll also want to demonstrate that you possess the skills required for the
job at hand. Often, it will be particularly important to show that you possess
strong communication skills and creativity. If the role is client-facing,
interpersonal skills are also valuable.

Come prepared with examples of times you've thrived in similar roles and
with comparable projects. Be prepared to sell yourself as a candidate. This is
necessary in any job interview, but for a role in the advertising industry, an
ability to sell is particularly meaningful.

Questions to Ask the Interviewer

Be sure to prepare a list of questions you want to ask a prospective employer.
During an advertising interview, try these:

What is the culture like at this agency/company?

What's a client that the company/agency would love to land?
What clients would the person in this role be working with?
How big of a team would I work on?
Have you ever worked with a client that was frustrating? How was that
relationship handled?

10
 How to Make the Best Impression

DO YOUR RESEARCH:
The more you know heading into the interview — about the job, the
company, and the industry — the more you'll be prepared to answer
questions with confidence.

DEMONSTRATE YOUR APTITUDE:

Interviewers will be looking for you to share how you've used similar skills to
the ones this role calls for. Be prepared with examples.

FOLLOW-UP WITH A THANK YOU EMAIL OR NOTE:

Take a few minutes after your interview to say thank you for the opportunity
and reiterate your interest in the job.

RESOURCES

Interview Practice | Advertising and Marketing

https://youtu.be/gHFA6mUktmw

5 Job interview questions in advertising (creative agency)

https://youtu.be/SLE62KWIRhU

How to Nail Your Ad Agency Interview

https://youtu.be/6tMJfLuawUs

9 Tips for Landing Your First Job at an Advertising Agency

Nail the interview, and score your dream role
https://www.adweek.com/brand-marketing/9-tips-landing-your-first-job-advertising
-agency-170610/

PORTFOLIOS

20 standout design portfolios to inspire you

https://www.creativebloq.com/portfolios/examples-712368

11
 UNIT 2- INTRODUCTION TO MARKETING & ADVERTISING

MARKETING VS. ADVERTISING: WHAT’S THE DIFFERENCE?

It may seem like advertising and marketing are two concepts that share exactly the
same objective. In fact, they do have the same objective: alerting consumers to
products and services being sold. Marketing and advertising have many things in
common, but there are some differences. Comprehension of these differences and
similarities will help any business or organization with their strategy for customer
and audience acquisition.

WHAT IS MARKETING?
Marketing is a process that involves design, creation, research and data mining
about how to best align the idea of a product or service with the target audience.
Marketing helps to define the product even more than the actual product does.

HOW DO YOU MARKET?

Marketing involves research and analysis. This involves studying audience response
and creating language and design that will best influence that audience. Certain
groups of consumers respond better to images and words than others. Slogans and
mission statements that best communicate the “message” of the product are
essential to marketing. Marketing strategy can be broken down into the 4 P’s:
product, place, price and promotion.

The message of a marketing campaign transmits what kind of people can use the
product, what kind of environment best suits the product and other related
information. The message is communicated through marketing materials, which
create the tone and personality of the product as well. Another aspect of market
research is pricing and ways to distribute the product.

WHAT IS ADVERTISING?
Advertising is the literal process of making a product and service known to an
audience. It is the description used to present the product, idea or service to the
world. This generally entails advertising campaigns in the media. An advertising
campaign uses creative positioning in the media. Advertising must be timely and
used in a specifically strategic way.

HOW DO YOU ADVERTISE?

Advertising gets the word out about a product or service. This involves creating a
campaign that aligns with the wants and needs of the prospective audience. A great

12
advertising campaign uses a mixture of media to best generate excitement for a
product.

For example, if the product is geared toward a younger audience, then social media
platforms like Facebook, Instagram and Twitter might be the best way to reach that
audience. Other consumer groups may respond better to radio, television or print
ads. Most advertising campaigns use a combination of media to reach the widest
audience possible.

WHAT ARE THE SIMILARITIES BETWEEN MARKETING AND ADVERTISING?

First of all, it’s important to note that advertising is a component of marketing.
Marketing refers to preparing a product for the marketplace. Advertising is making
your product and service known to an audience or marketplace. Advertising is a
specific step of marketing. Advertising uses the data and research collected by
marketing strategies to best communicate the brand.

Marketing is a more controlled and wider-reaching process, while advertising is

specific to brand communication. In a way, marketing is both research and practice,
while advertising is straight practice. Marketing involves consumer behavior and
marketing research, while advertising involves creative endeavors like design and
multimedia production.

What types of jobs are in advertising?

Who does what? Job roles in a nutshell
Account Management (“Suits”) This is the traditional route for many into the
industry. ...
Strategic Planning. ...
Creative. ...
Media Planning and Buying. ...
Creative Services & Production. ...
Project Manager. ...
User Experience (UX) ...
Social Media Strategist.

What is the job description for marketing?

The marketing job description

According to the Bureau of Labor Statistics (BLS), they monitor market trends,
create advertising campaigns, develop pricing strategies and targeting strategies
based on demographic data and work with the company to develop more
awareness of what they offer.

13
What is the job description of an advertising marketing agent?

Advertising sales agents, also called advertising sales representatives, sell

advertising space to businesses and individuals. They contact potential clients,
make sales presentations, and maintain client accounts.

Duties
Advertising sales agents typically do the following:

● Locate and contact potential clients to offer their firm’s advertising services
● Explain to clients how specific types of advertising will help promote their
products or services in the most effective way
● Provide clients with estimates of the costs of advertising products or services
● Process all correspondence and paperwork related to accounts
● Prepare and deliver sales presentations to new and existing clients
● Inform clients of available options for advertising art, formats, or features and
provide samples of previous work for other clients
● Deliver advertising or illustration proofs to clients for approval
● Prepare promotional plans, sales literature, media kits, and sales contracts
● Recommend appropriate sizes and formats for advertising.

Advertising sales agents work outside the office occasionally, meeting with clients
and prospective clients at their places of business. Some may make telephone sales
calls as well—calling prospects, attempting to sell the media firm’s advertising
space or time, and arranging followup appointments with interested prospects.

A critical part of building relationships with clients is learning about their needs.
Before the first meeting with a client, a sales agent gathers background information
on the client’s products, current clients, prospective clients, and the geographic
area of the target market.

The sales agent then meets with the client to explain how specific types of
advertising will help promote the client’s products or services most effectively. If a
client wishes to proceed, the advertising sales agent prepares and presents an
advertising proposal to the client. The proposal may include an overview of the
advertising medium to be used, sample advertisements, and cost estimates for the
project.

Because of consolidation among media industries, agents are increasingly selling

several types of ads in one package. For example, agents may sell ads that would

14
 be found in print editions, as well as online editions, of a particular publication,
such as a newspaper.

In addition to maintaining sales and overseeing their accounts, advertising sales

agents analyze sales statistics and prepare reports about clients’ accounts. They
keep up to date on industry trends by reading about both current and new
products, and they monitor the sales, prices, and products of their competitors.

In many firms, the advertising sales agent drafts contracts, which specify the cost
and the advertising work to be done. Agents also may continue to help the client,
answering questions or addressing problems the client may have with the proposal.

In addition, sales agents may be responsible for developing sales tools, promotional
plans, and media kits, all of which they use to help make a sale. In other cases,
firms may have a marketing team that sales agents work with to develop these
sales tools.

Browse Marketing & Advertising Job Descriptions By Job Titles

https://www.americasjobexchange.com/job-descriptions/marketing-and-advertising-jo
bs

● Account Assistant
● Account Executive
● Account Manager
● Advertising Art Director
● Advertising Sales Agents
● Animator
● Brand Management Specialist
● Consumer Behavior Analyst
● Copywriter
● Creative Director
● Database Marketing Specialist
● Demonstrators
● Direct Marketer
● Email Marketing Specialist
● Event and Trade Show Marketer
● Field Marketing Representative
● Global Marketing Associate
● Graphic Designer
● Integrated Marketing Associate
● Interactive Marketing Specialist
● Internet Marketing Specialist

15
 ● Market Analyst
● Market Development Specialist
● Market Research Analyst
● Market Researcher
● Marketing Communications Associate
● Marketing Coordinator
● Media Buyer
● Media Director
● Media Planner
● Multi-Media Artist
● Office and Administrative Assistants
● Product Development Associate
● Product Marketing Associate
● Product Promoters
● Production Worker
● Promotions Manager
● Purchasing Agent
● Research Executive
● Retail Merchandise Displayer
● Retention Marketing Specialist
● SEO Specialist
● Survey Researcher
● Telemarketer
● Viral or WOM Marketing Specialist

Experiential marketing is the future of advertising | Layne Braunstein |

TEDxFultonStreet
https://youtu.be/7sJaTiV5Hjs
Layne is a 7x Cannes Lions–winning & 2x Clio-winning creative, known for his
focus on experiential design and innovative brand worlds. He has been at the
forefront of the modern experiential design movement- merging high design,
technology, physical space, art and social into the human experience.

In his 25+ year career, Layne has led groundbreaking experiential projects for
clients including Google, Twitter, Microsoft, IBM, Samsung, Virgin, Lexus, BMW,
Star Wars, Coke, Hermès, Marc Jacobs, Cartier, and Nike.

He is also known for being a pioneer and spokesperson in the worlds of VR, AR
and XR. Creating some of the first ever public projects in each world for clients
like Google, IBM, and the New York Times.

16
 ● Corporate identity:

In terms of corporate governance and marketing, speech plays an important role in

corporate identity. The term corporate identity tends to imply a vague mixture of a
company’s self-image and their external impact. But what does corporate identity
really mean? In this guide, we will show you what a corporate identity consists of,
and how you can use the different aspects of it in your own company.

Corporate Identity, often abbreviated as “CI”, is both a corporate governance

strategy and a communication concept. However, the two terms cover slightly
different ideas. Corporate identity is the self-image of a company, and includes all
strategic measures that contribute to this desired image.

corporate Image

Corporate Image, in contrast to corporate identity, is just the external image of a

company. External factors like media coverage, customer reviews, or rumors play
a major role in its development. The goal of corporate identity strategies is to
positively influence corporate image, since the corporate image can determine the
success of the entire company.

17
 UNIT 3- PLANNING A MARKETING STRATEGY

HOW TO MAKE A MARKETING PLAN

What is a Marketing Plan and How to Make One?

What is a marketing plan?

A marketing plan is a report that outlines your marketing strategy for the
coming year, quarter or month. Typically, a marketing plan includes:

● An overview of your business’s marketing and advertising goals.

● A description of your business’s current marketing position.
● A timeline of when tasks within your strategy will be completed.
● Key performance indicators (KPIs) you will be tracking.
● A description of your business’s target market and customer needs.

For example, this marketing plan template provides a high-level overview of

the business and competitors before diving deep into specific goals, KPIs and
tactics:

https://venngage.com/templates/plans/orange-content-marketing-plan-7438
9775-4a56-481d-9da1-5ab31a8a6e3d

Learning how to write a marketing plan forces you to think through the
important steps that lead to an effective marketing strategy And a
well-defined plan will help you stay focused on your high-level marketing
goals.

Whether you’re a team trying to set smarter marketing goals, a consultant trying to
set your client in the right direction, or a one-person team hustling it out, a sound
marketing plan shows that your strategies are backed up by research and data.

How to create a marketing plan:

The scope of your marketing plan varies depending on its purpose or the type of
organization it’s for. For example, you could create a marketing plan that provides
an overview of a company’s entire marketing strategy or simply focus on a specific
channel like SEO, social media marketing, content marketing. like in this example:

https://venngage.com/templates/proposals/content-marketing-plan-7b463d31-bbb
6-423e-a6ce-c70045bc4d9c

18
Let’s look at how to create a successful marketing plan (if you step on the

sentences you can see what this is all about):

1. Write a simple executive summary

2. Set metric-driven marketing goals

3. Outline your user personas

4. Research all of your competitors

5. Set accurate key baselines & metrics

6. Create an actionable marketing strategy

7. Set tracking or reporting guidelines

8. Make it look professional with a marketing plan template

GROUP TASK

INSTRUCTIONS-

1- “…………………..” is a hypothetical…………………..(product), where there are- only

three competitors.

Your task is to create a Marketing Plan for this new product but you
also need to consider the long-term competitiveness and market
position of this PRODUCT.

To help you do this, go to this page

https://venngage.com/blog/marketing-plan/

or see the doc attached to this task.

You’ll have to video record and edit the process, which shall be seen and evaluated
the day you present your Marketing Plan .

19
If you need presentation tools other than PPt, you can find more here:

Beyond PowerPoint: Presentation Tools.

https://www.businessnewsdaily.com/6525-business-presentation-tools.html

The best presentation software ● Slidebean for AI-powered

presentations
● Keynote for beautiful
templates
● Google Slides for
collaborating on
● 2. CustomShow
presentations ● 3. ClearSlide
● Visme for built-in assets ● 4. Haiku Deck
to create presentations ● 5. SlideDog
● Ludus for creative
presentations
● FlowVella for exhibits and
displays

20
UNIT 4- CREATING ADS & ADVERTISING CAMPAIGN

What Does the Sales Acronym AIDA Mean?

BY WENDY CONNICK Updated June 25, 2019

AIDA is an acronym developed in 1898 by advertising pioneer E. St. Elmo Lewis. It

describes the steps that a prospective customer goes through before deciding to

buy a product or service. The acronym stands for Attention, Interest, Desire, and

Action. The AIDA model is widely used in marketing and advertising to describe the

steps or stages that occur from the very first moment a consumer is aware of a

product or brand to the actual moment the purchase is made.

Why the AIDA Model Is Important in Advertising

Given that many consumers become aware of brands through advertising or

marketing communications, the AIDA model helps to explain how an advertising or

marketing communications message engages and involves consumers in brand

choices. In essence, the AIDA model proposes that advertising messages need to

accomplish a number of tasks in order to move the consumer through a series of

sequential steps from brand awareness through to action (i.e., purchase and

consumption). The AIDA model is one of the longest serving models used in

advertising in large part because while the world of advertising has changed,

human nature hasn't.

ATTENTION

The first stage of the buying process is making the consumer aware of the product.

A salesperson's job is to catch the prospect's attention well enough so that they can

keep the prospect engaged long enough to whet their interest. Some versions of

AIDA refer to the first stage as "Awareness," meaning that the prospect becomes

21
aware of options. This is the stage you'll find most prospects involved in if you cold

call them.

INTEREST

To bump prospects up to the second stage, you must develop the potential buyer's

Interest in the product or service. This is usually where benefit phrases come

heavily into play. Many marketers successfully use storytelling in their direct mail

approaches in order to get their prospects interested. If you can raise enough

interest then usually you can get the prospect to commit to an appointment, at

which time you can move the prospect further along in the sales process.

DESIRE

In the third stage of AIDA, prospects realize that the product or service is a good fit

and will help them in some way. Salespeople can bring prospects to this point by

going from general benefits to specific benefits. Often this includes using

information culled during the earlier stages which allow you to fine-tune the sales

pitch. Keep in mind that there are different levels of desire. If a prospect just feels

a mild need for a product (or perceives it as a want rather than a need) he or she

may decide not to buy right away, if at all.

ACTION

The fourth and last stage of AIDA occurs when the prospect decides to take the

action necessary to become a customer. If you carried the prospect through the

first three stages (and responded appropriately to any objections), this stage often

occurs naturally. If not, you may need to prompt a prospect to act by using closing

techniques.

https://blog.hubspot.com/marketing/best-experiential-marketing-campaigns

22
When it comes to work events, trade shows, or promotional campaigns, they can really be hit or

miss. It's not solely the product that motivates people to come back to a brand, but rather the

way they experience it. This is where experiential marketing comes in.

While a surprising number of people haven't heard of the concept, it's kind of a big deal — 77%

of marketers use experiential marketing as a vital part of a brand’s advertising strategy.

In this post, we'll be taking a deep dive into what experiential marketing is and share 14 of the

coolest campaigns that break down how this strategy effectively works. By examining these

campaigns, you'll be able to apply the lessons learned to your own business to get the most out

of your advertising efforts.

Download Now: Free Ad Campaign Planning Kit

Experiential Marketing

23
Experiential marketing, also called 'engagement marketing', is a marketing strategy that invites

an audience to interact with a business in a real-world situation. Using participatory, hands-on,

and tangible branding material, the business can show its customers not just what the company

offers, but what it stands for.

Experiential marketing (also known as xm marketing, engagement marketing, event marketing,

on the ground marketing, live marketing, or participation marketing), might sound a bit like event

marketing, which makes sense — experiential campaigns do tend to be event-centric. But there

are also times when they have nothing to do with a specific event, as you'll see from the

examples we picked.

When an engagement marketing campaign is event-centric, it's dedicated less to the type of

event — like a concert, festival, conference, etc. — and more to interactions between the brand

and the customer. (If you already have an event in the works, check out this guide to adding

experiential elements to it.)

What do experiential marketers do?

An experiential marketer is in charge of creating and executing on the strategy for a client's live,

interactive marketing campaigns or in-person events.

An experiential marketer's role is similar to a brand ambassador, event planner, or brand

manager, and typically involves the following duties:

​ Brainstorm innovative experiential marketing campaigns to increase brand awareness,

interact with the public, and create positive brand perception

​ Perform market research to understand what types of experiential marketing campaigns

would perform best with a specific audience

​ Create events or live, interactive campaigns to help businesses effectively connect with

its target audiences

24
 ​ Lead events and take charge of logistics as it relates to event management

​ Track, analyze, and report on all experiential marketing campaign performance

​ Work with cross-functional teams including brand, creative, digital, social, and public

relations

​ Travel to events as necessary to ensure vendor compliance and execution, sales

support, and overall event success

Why Experiential Marketing Matters Today

According to Forbes, experiential marketing can bolster a lasting connection between

customers and a brand. It can also allow you to collect vital data about participating consumers,

which can then help you improve your strategy.

These campaigns can take an integrated approach. The primary purpose is to experience a

brand in a tangible, offline way, but you'll still want an online dialogue around it.

When you consider that 87% of video marketers say video gives them a good return on their

investment — and that people are twice as likely to share video content with their friends than

any other type of content — it makes sense to incorporate a digital element. A branded hashtag,

for example, can get people talking about the experience.

Best Experiential Marketing Examples

​ Warner Bros Pictures: Barbie Movie Selfie Generator

​ Red Bull: Stratos

​ Refinery29: 29Rooms

​ Lean Cuisine: #WeighThis

​ M&M: Flavor Room

​ Benefit Cosmetics: 'A Lashtastic Virtual-Media Campaign'

​ Misereor: Charity Donation Billboard

25
 ​ Lululemon: Proud & Present

​ Häagen-Dazs: Strawberries & Cream with Wimbledon

​ Facebook: Facebook IQ Live

​ Vans: House of Vans

​ Rick & Morty: Rickmobile

​ Coca-Cola: FIFA World Cup VR Experience

1. Warner Bros Pictures: Barbie Movie Selfie Generator

The highly anticipated film, Barbie, has been creatively marketed to fans of all ages and

backgrounds — through unique trailers and immersive generative AI that let you become your

own Barbie doll cover.

By visiting the website BarbieSelfie.ai, users were greeted with the message, "Welcome to

Barbie Land, where you can be Barbie (or Ken). Click below to become an instant icon!

#BarbieTheMovie".

Greta Gerwig's interpretation of Barbie supposedly leans into all the diverse and rare releases

of Mattel toys, and their marketing team built on that idea by making an AI tool that allows users

to identify as professionals in different fields, personalities, and color stories.

This marketing campaign is a good example of an experiential marketing campaign as it makes

moviegoers feel good to see themselves represented in the coming Barbie movie and makes

them feel as though they're a part of the Barbie fantasy experience that kids (and now adults)

feel when they play with Barbie products.

It also serves as movie promotion between friends, family, and followers as those who post the

photos spread the movie release date as every image has its premiere date, July 21st, 2023, on

every image generated.

Takeaways for Marketers

26
 ​ Lean into new tech like generative AI for your next marketing campaign. Its newness and

image-creation capabilities make it an engaging tool that gets attention.

​ Inclusion is key. The marketing team behind the Barbie movie could have strictly

marketed the film to young women, but instead, it's done an amazing job of capturing the

attention of all ages and identities — building some remarkable hype for this Summer.

2. Red Bull: Stratos

Red Bull has been at the forefront of extreme sports coverage for almost as long as the brand

has existed. But the company brought its content marketing to new heights — a world-record

height, actually.

Affectionately named Stratos, Red Bull's superterrestrial marketing campaign featured Felix

Baumgartner, a skydiver from Austria who partnered with Red Bull to set the world record for

highest skydive.

That record: 128,000 feet, about 24 miles above Earth's surface. Gulp.

To pull off this amazing stunt, Red Bull housed Felix in a small communication capsule and sent

him up to the stratosphere using a large helium-filled balloon. And what's truly remarkable is

that his ascent and preparation to jump, alone, allowed him to break another record before

landing safely back on Earth (spoiler alert): Red Bull streamed the entire event online, and saw

the highest viewing traffic of any live stream ever broadcast on YouTube — at just over 8 million

viewers.

Want to see that experience again? Check out Red Bull's recap video below. I won't lie, I

indulged in a rewatching as I wrote this article.

Takeaways for Marketers

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 ​ Don't underestimate the power of suspense when hosting an event your audience can

own a piece of themselves. Being able to witness something new, and maybe a little

scary, is such a personal experience. And the better the result, the longer your audience

will remember and reminisce over it.

​ Oh, and if you can put your brand in the record books while you're at it, that's pretty cool

too.

3. Refinery29: 29Rooms

For about three years now, lifestyle brand Refinery29 has hosted the 29Rooms event: What it

calls "an interactive funhouse of style, culture, & technology." As the name suggests, it consists

of 29 individually branded and curated rooms — and attendees can experience something

different in each one. The rooms are designed and created with brand partners, who range from

personalities like artists and musicians, to consumer-facing companies like Dunkin' Donuts,

Dyson, and Cadillac.

Each year, 29Rooms has a different theme, with this year's being "Turn It Into Art." Attendees, it

seems, are encouraged to enter each room and use the surroundings to create something —

one room, for instance, invites participants to put on punching gloves and hit punching bags that

each produce a different sound when contacted to create a symphony of sorts. A truly hands-on

experience, indeed.

Takeaways for Marketers

​ Go nuts, but keep it on-brand. An experience should be memorable, but relevant to the

people attending.

​ Partner with creators like artists and musicians to create experiences, especially if they

are recognizable within the region where you're trying to build or augment an audience.

4. Lean Cuisine: #WeighThis

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It's disconcerting how many commercials today tell women to change something about

themselves. Sitting on the couch and watching TV for just two minutes, I had already lost count

of the number of times that message came up.

That's why it's so refreshing to see brands like Lean Cuisine, whose marketing used to center

solely on weight loss, stray from diet-centric messaging. And its #WeighThis campaign is a

great example of just that.

As part of the campaign, Lean Cuisine curated a gallery of "scales" in New York's Grand Central

Station, and invited women to "weigh in." But here's the catch: The scales were actually small

boards where women could write down how they really wanted to be weighed. And rather than

focusing on their weight in pounds — or anything pertaining to body image — the women opted

to be measured by things like being back in college at 55, caring for 200 homeless children

each day, or being the sole provider to four sons.

What's particularly cool about this experience is that none of the participants actually interact

with a Lean Cuisine product. No one was interrupted, asked to sample something, or stopped to

answer questions. In fact, no one was really asked to do anything — the display itself was

enough to make people stop, observe, and then voluntarily interact.

Lean Cuisine figured out what message it wanted to send: "Sure, we make stuff that fits into a

healthy lifestyle. But don't forget about your accomplishments. That matters more than the

number on the scale." But instead of blatantly advertising that, it created an interactive

experience around the message.

Still, the experience was clearly branded, to make sure people associated it with Lean Cuisine.

The company's Twitter handle and a branded hashtag were featured on the display in large text,

which made it easy for people to share the experience on social media. And that definitely paid

off — the entire #WeighThis campaign led to a 33% increase in positive brand perception, and

earned a 6.5 million reach just during week one.

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Takeaways for Marketers

​ Don't interrupt — especially if you're trying to grab someone's attention in New York City,

like Lean Cuisine was. If you create an experience that provides value to the people who

pass by it, they're more likely to participate.

​ Figure out the message you really want to your brand to send — that may or may not be

directly tied to an actual product, and it might be something that your brand hasn't said

before. Then, build an experience around it.

5. M&M: Flavor Rooms

If you've ever had a peanut M&M versus regular M&M debate, you know people can get

passionate about candy. So, when M&M needed to choose its next flavor, the company chose

to do so with an immersive pop-up in New York City.

The experience included "flavor rooms", which were each complete with decor and fragrances

unique to a certain flavor. The pop-up also included snack and drink lounges with M&M-themed

cocktails — which, I'm willing to bet, we're great opportunities for M&M to appear on different

attendees' social pages.

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Takeaways for Marketers

​ With every marketing campaign you launch, find the "fun" factor. It's easy to get caught up in how

much your brand helps solve your customer's problem. But what about them, as people, would

also bring them enjoyment?

​ Consider how you might leverage your audience for key business decisions. If they're the ones

who will be buying and using your product, they're also the ones best-equipped to tell you what's

working, and what isn't. An experiential campaign is one good opportunity to connect directly with

your consumers and create enjoyable experiences in which they can provide perspective.

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6. Benefit Cosmetics: 'A Lashtastic Virtual-Media Campaign'

In today's digital-first world, a good experience doesn't have to be in-person. But traditionally,

consumers still want to test out new makeup products before purchasing — which created a

challenge for Benefit Cosmetics during the worldwide pandemic, in which most retail locations

were closed.

To draw attention to its new Magnet Extreme Lengthening Mascara, Benefit, working with

Because Creative Experiences, chose to create an immersive experience in which users could

collect tokens and exchange those tokens for discounts, mascaras, or virtual beauty

consultations on Benefit's website. Best of all, they used Augmented Reality to create a fun,

unique experience for their users.

Here's how it worked: Once users signed into Benefit's Virtual Reality platform, they were asked

to drop their location. Next, thanks to Augmented Reality, the prospects could use their phones

to find tokens in their physical space.

The campaign proved incredibly effective — including a conversion rate of over 50%, a CTR of

39.4%, and an average gamification dwell time of 2 minutes and 22 seconds.

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Takeaways for Marketers:

​ Even adults love games. Consider how you might gamify your own experience and provide

unique challenges or contests to drive engagement. In this case, the experience is fun whether or

not a user purchases the product — which is key towards creating a good user experience.

​ If an in-person experience isn't feasible, get creative with technology, VR, or AR to create the

next best thing. Nowadays, digital experiences can feel just as real as in-person. You might need

to think beyond traditional social campaigns to grab your audience's attention.

7. Misereor: Charity Donation Billboard

When was the last time you used cash to pay for something?

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Tough to remember, right? We're kind of a species of "mindless swipers" — globally, an

estimated 357 billion non-cash transactions are made each year. And knowing how often we

whip out our cards, German relief NGO Misereor decided to put our bad habit to good use with

its charitable giving billboard.

It was what they called SocialSwipe. Set up in airports, these digital posters would display

images of some problems that Misereor works to resolve — hunger was depicted with a loaf of

bread, for example.

But the screen was equipped with a card reader, and when someone went to swipe a card —

for a small fee of 2€ — the image moved to make it look like the card was cutting a slice of

bread.

Even cooler? On the user's bank statement, there would be a thank-you note from Misereor,

with a link to turn their one-time 2€ donation into a monthly one.

Needless to say, this experience required a lot of coordination — with banks, airports, and a

mobile payment platform. Because of that, the experience couldn't just be a one-time

occurrence. The people who interacted with it were later reminded of it during a pretty common

occurrence: receiving a bank statement.

Takeaways for Marketers

​ Visually represent the impact of participating in the experience. People interacting with

this display were shown exactly where their money was going — like slicing bread for a

hungry family. (Infographics work nicely here, too — check out our templates.)

​ Partner with another brand to create an even better experience. In this instance,

Misereor worked with Stripe.com for the payment technology, and with financial

institutions to get a branded message on users' bank statements. (And stay tuned —

we'll talk more about the value of co-branding here later.)

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 ​ Don't be afraid to nurture your leads. Even if you don't use a branded hashtag to

integrate the experience with an online element, find a way to remind someone that they

participated.

8. Lululemon: Proud & Present

To celebrate Pride Month, Lululemon worked with MKG to create an immersive, thoughtful

experience that combined an engaging social media campaign with real-life

community-centered events.

First, the athletic brand asked its own employees and ambassadors to reflect on topics relevant

to the LGBTQ+ community. The brand shared their responses via images and video on

Lululemon's Instagram page throughout the month.

Next, the brand created an art installation at Hudson River Park that reflected those same

responses. This space, which stayed in the Park for two weeks, encouraged passersbys to read

and reflect. That's not all, though — Lululemon also created a community-focused yoga practice

in the same park, which aimed to raise money for The Trevor Project.

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Takeaways for Marketers

​ Consider how you might create a cohesive experience to unit your online and offline presence. In

this case, Lululemon leveraged its social accounts to reach its 3.7 million followers, but then

created a few special, in-person experiences to drive the point home for its New York-based

community.

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 ​ An experiential marketing campaign shouldn't just focus on selling a product or service — it

oftentimes can, and should, focus on a larger issue. In this case, Lululemon's dedication to Pride

Month increased brand awareness and loyalty.

9. Häagen-Dazs: Strawberries & Cream with Wimbledon

To draw attention to its new, limited-edition ice cream flavor Strawberries & Cream,

Häagen-Dazs worked with Wonderland to create a GIF photo booth at the tennis championship

Wimbledon.

The booth included a swing (playfully alluding to tennis), which encouraged famous tennis

players, models, and influencers to take pictures to post on social media — a good opportunity

to collect user-generated content and expand their reach quickly.

Naming itself "the official ice cream of Wimbledon", Häagen-Dazs created a commercial for the

limited edition flavor, as well:

Takeaways for Marketers

​ Consider how you might create fun opportunities to encourage user-generated content.

This doesn't have to break the bank, either — there are plenty of budget-friendly options

to create small booths at business conferences that still embrace that Instagram-worthy

look.

10. Facebook: Facebook IQ Live

Facebook — who also owns Instagram — has always understood how much data it has on how

people use these platforms. For that reason, it created the Facebook IQ Live experience.

For this experience, that data was used to curate live scenes that depicted the data. Among

them was the IQ Mart: A "retail" setting that represented the online shopper's conversion path

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when using social media for buying decisions. There was also a quintessential Instagram cafe,

chock full of millennial-esque photo opportunities and people snapping them — latte art and all.

The campaign wasn't just memorable. It also proved to be really helpful — 93% of attendees

(and there were over 1500 of them) said that the experience provided them with valuable

insights on how to use Facebook for business.

But what makes those insights so valuable? Momentum Worldwide, the agency behind

Facebook IQ Live, puts it perfectly: "When we understand what matters to people ... we can be

what matters to them." In other words, we can shape our messaging around the things that are

important to our target audiences.

And by creating this experience, Facebook was able to accomplish that for its own brand. In

creating this experience, it also created a positive brand perception for a few audiences —

including, for example, the people who might have been unsure of how to use the platform for

business.

Takeaways for Marketers

​ Build an experience for people who aren't sure about how they would use your product or

service. Find ways for them to interact with your brand in a way that creatively spells out

how it can benefit them.

​ Bring your data to life. We love numbers, but creating a live installment that illustrates

them can help people understand exactly what they mean. And since 65% of people

think that live events help them understand a product, this setting is a great place to do it.

11. Vans: House of Vans

Recently, Vans hosted House of Vans pop-up locations at skateparks within major cities like

NYC and Chicago. This gave skateboarders a place to meet up, connect, listen to live music,

and shred.

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Vans also used these skatepark-based popups to promote the launch of their new shoe line

which honored David Bowie.

With Vans being a leading shoe line of skateboarders, pop-ups in and near skateparks seem

like a natural fit for an experiential marketing experience.

Takeaways for Marketers

​ Identify your audience's hobbies and embrace them. In the example above, Vans knew

that they had a big skateboarding audience, so they crafted an event to reward them

while intriguing other skateboarders.

​ Similarly, if you know you have audiences based in certain locations, go to where they

are for your experiential campaign. This will provide less friction and make your

audiences feel like you are literally meeting them where they are.

12. Rick & Morty: Rickmobile

To promote the return of the animated Adult Swim series Rick & Morty, Cartoon Network sent a

car around the country shaped like Rick, a main character and mischievous time-traveling

grandfather on the show. By marketing primarily on social media, the company was able to get

the campaign to go viral.

People began following where the Rickmobile was via a live destination page on the adult swim

site.

When the Rickmobile hit major cities, people flocked to it to take a picture with Rick's face and

enter the mobile where they could purchase products related to the TV show.

Takeaways for Marketers

​ It's okay to embrace social media to create anticipation and excitement around your

pop-up or experience, just as Adult Swim and Cartoon Network did.

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 ​ Embracing weirdness, like that of a giant cartoon head driving around the country, can be

a helpful way to make your event shareable or intriguing — even to people who might not

follow the content or company that you're promoting.

​ If you can work in product sales, consider it. In this example, the network not only

promoted the television show, but it also sold products related to it. So, essentially,

people directly paid for aspects of a large scale ad.

13. Coca-Cola: FIFA World Cup VR Experience

In Zurich, during the FIFA World Cup, Coca-Cola placed a VR experience in front of a train

station. With the experience, you could stand in front of a screen and see a popular soccer

player next to you. You could then practice a soccer move with the athlete or compete in your

own mini soccer tournament.

Takeaways for Marketers

While VR isn't accessible to many marketers, this experience did have a few scaleable

strategies associated with it.

​ To give your attendees an experience of value, consider hosting an expert who can

answer questions or give tips related to your marketing campaign.

​ Embrace major events. If you know a city or area will be highly populated due to a game

or another event, consider placing a pop-up there that somehow relates to that audience

or the event itself.

Unique Marketing Campaigns

​ Refinery29: 29Rooms

​ Red Bull: Stratos

​ Misereor: Charity Donation Billboard

​ Lululemon: Proud and Present

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 ​ Zappos: Google Cupcake Ambush

​ Coca-Cola: FIFA World Cup VR Experience

Clearly, taking some very calculated risks worked out pretty well for these companies. So when

it comes to creating an experience with your brand, don't be afraid to think outside of the box —

and don't be afraid to work together on it with someone else.

Invest some time into thinking about the ways people could interact with you, even if it seems a

little nutty. If it's aligned with what you do and executed thoughtfully, people will be talking — in

the best way possible.

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