As experiential marketing is starting to become more widely used, brands are having to find new and innovative ways to make sure their activations stand out and are effective.
A creative, and clearly targeted, experiential campaign is a great starting point to build brand loyalty, and one way to use it to great effect is by giving consumers what they want in a time of need.
Online mattress company Matt recently provided an experience for hungover folk; giving those feeling particularly delicate exactly what they desire, a bed.
But not just this, The Hangover Bar, located in Amsterdam, also offered customers the chance to watch their favourite movies, enjoy a flow of Innocent smoothies, delicious food, and even an oxygen tank – making it the best hangover of their life.
To ensure everyone in the bar was still slightly under the influence, keen partakers were given a breath test upon arrival and if they were found to have enough alcohol still in their system, they were invited in.
This is a great example of providing a niche group of consumers with something they crave at exactly the right time. Another example of a stunt that has used this technique is when Carslberg targeted those waiting for a taxi and treated them to the car ride of their life.
This campaign will definitely spring to mind the next time we’ve partied that little bit too hard.