Posted by Barry Silverstein on November 20, 2013 12:41 PM
Holiday hysteria is officially upon us, and with it brings new attempts by brand marketers to break through the clutter, pitch new products, and attract the gift-buying public. And something intriguing is happening this year: Even online tech brands are reaching out to consumers via more traditional retail channels so they can serve up better customer experiences.
While most consumers may think of Google as the de facto standard search engine, the company is in fact as much into hardware as software; it owns smartphone-maker Motorola and also manufactures its own smartphones, tablets and laptops. These are products people need to see, feel, and play with_and that means the physical items need to be accessible.
Rather than enter the crowded retail store environment and compete for attention, Google's answer is to create its own environment in the form of Winter Wonderlab, not only a play on "Winter Wonderland" but also a unique pop-up store open for the holiday season in six locations: New York City, Paramus, NJ, Washington, DC, Chicago, Los Angeles, and Sacramento. Interestingly, except for the downtown New York location, the others are all located at malls run by Westfield. And no barges are involved in this seasonal experiential branding effort.Continue reading...
Posted by Sheila Shayon on October 31, 2013 11:22 AM
L'Oréal Paris has found an unlikely partner in the pursuit of beauty—the Metropolitan Transit Authority. The pair have teamed up to host L'Oréal Paris' Intelligent Color Experience vending machines inside a New York City subway station that allows any straphanger to stock up on beauty items on-the-go.
Running in the 42nd Street-Bryant Park station between Nov. 4th and Dec. 30th, the intelligent vending machines actually scan a user's outfit to detect colors and style, in turn suggesting beauty products that "match or clash." Users can purchase items with a credit card, or if they choose not to buy on the spot, can email the look to themselves.
As more brands explore interactive shopping experiences through experiential marketing, L’Oréal’s latest offers a “real-life experience through technology,” Marc Speichert, CMO L’Oréal Americas, told the New York Times. “What’s amazing with the technology is that we’ll have the ability to measure the level of engagement," he said, based on “the number of people who pass by, the number who interact with each screen, the number who leave their information.”Continue reading...
Posted by Dale Buss on October 16, 2013 03:51 PM
Porsche owners may not be able to floor their able machines on the Pacific Coast Highway—not legally, anyway. But at a new Porsche Experience Center taking shape in suburban Los Angeles, and another one in Atlanta, Porsche fans will be able to engage in their every driving fantasy.
Pedaling their cars to maximum acceleration. Learning to skid through corners. Maneuvering on simulated ice and rain-slick pavement. Up to 100 drivers a day—and 500 for special occasions—are expected to be able to test their driving mettle when the adult amusement park opens on a 53-acre site in Carson, Calif., by the end of 2014.
"The driver is in the center of our strategy," Detlev von Platen, CEO of Porsche Cars of North America, told USA Today. "You will not find this anywhere else." Well, besides Atlanta, and at other Porsche Experience Centers in Silverstone, England; Leipzig, Germany; and (soon) near Beijing.Continue reading...
Posted by Dale Buss on August 8, 2013 05:21 PM
Mazda hasn't had the vehicle or the marketing muscle to pose a serious threat to the Japanese brands like Toyota or Honda that have dominated the compact-sedan segment in the US for most of the last few decades. But now with a brand-new Mazda6 model and a guerrilla-style marketing campaign to match, brand executives are confident that they can elevate Mazda's standing in this crucial sweet spot of the market.
That's the thinking, anyway, behind the "Take6 Ride and Drive Program" that Mazda is launching this month sequentially in 15 major US cities beginning this week in Seattle and ending in November. The idea of this "experiential" initiative is for Mazda representatives to partner with restaurants where the brand's target demographic is willing to wait for a table and offer to take up just six minutes of their idle time with a quick pitch about, and a test drive of, the Mazda6—which just happens to be sitting at the curb.Continue reading...
Posted by Sheila Shayon on April 8, 2013 01:53 PM
HTC One, a.k.a. the Facebook Home phone that's coming to AT&T and other carriers, is just one focus of the company’s impending brand refresh and aggressive marketing campaign to get better market placement against competitors like Samsung.
HTC has been known for good hardware and not-so-good promotion, but squaring off against marketing-savvy Samsung requires the former to up its game. "It's one thing to make a great device—HTC has done that before," Mike Woodward, president of HTC America told the LA Times. "What is a little different this time is the way that we're going to market. We want to really get that down to the streets and get that down to consumers."
HTC had been using “quietly brilliant” as its slogan, but the brand is looking to step out of its shell with a new marketing message that has “bold,” “authentic” and “playful” themes. The new tagline, "Everything Your Phone Isn't," is courting "Generation Feed" (what HTC calls tech-savvy, early-adopters). "Tech millennials are hard to connect with," Erin McGee, HTC North America VP Marketing told Ad Age. "We wanted to create a closer connection by targeting passion points."Continue reading...
Posted by Shirley Brady on January 4, 2013 12:12 PM
Selfridges has revealed its first batch of unbranded products as part of its month-long "No Noise" quiet shopping promotion.
Ahead of Monday's official launch of the event, the British retailer's Oxford Street flagship in London has unveiled its first collection of de-logofied products in partnership with brands in its food hall a trio of bare labels created by Heinz for its iconic ketchup bottle, baked beans tin and Marmite jar. (Warning: It's a "very limited" collection by Heinz, tweeted Selfridges food and restaurants manager David Jarvis.)
Selfridges grocery section of its food hall is now offering on-the-spot juicing by Juice Club UK, healthy snacks (and a food prescription consultation) from WinNaturally and other "food for thought" as part of the promotion inspired by the store's namesake founder — whose story is coming to British TV on Sunday night, with Jeremy Piven starring as "Mr. Selfridge" in ITV's new period drama series.
Other "No Noise" elements shoppers can check out include free meditation sessions and motion sensor window displays from Headspace, cellphone- and shoe-free shopping, art and (quiet) music performances and other moves to turn down the visual and auditory volume as a minimalist kick-off to the new year.Continue reading...
Posted by Sheila Shayon on October 24, 2012 11:12 AM
BMW is taking its Guggenheim Lab cultural collaboration to Mumbai after stops in New York, and Berlin.
The six-year collaboration between the blue chip automaker and the prestigious museum kicked off this past summer in New York. Now the global road show is heading to India to examine the relationship between social behavior and art and cutting to the heart of pressing urban challenges worldwide.
Running from December 9 through January 20, the Mumbai installation — which will be based in the Dr. Bhau Daji Lad Museum — will offer “design projects, participatory studies, tours, talks, workshops, film screenings and cultural activities [that] will address challenges and opportunities related to public space and the choices Mumbaikars make to balance individual and community needs.”Continue reading...
Posted by Mark J. Miller on October 23, 2012 12:02 PM
When 12-year-old Claudia Kincaid and her 9-year-old brother Jamie decide to run away in 1967’s The Mixed-Up Files of Mrs. Basil E. Frankweiler, they head off to New York City’s Metropolitan Museum of Art, where they sleep in a big, antique bed and they make money from the coins tourists throw into the fountains.
If the fictional pair were to hit the road today, they might want to head to the headquarters of Starwood Hotels & Resorts Worldwide in Stamford, Connecticut. That is where the company has opened its new two-level Starwood Experience, an open idea lab that might also appeal to another young hotel lover (Eloise). The showcase invites visitors to check out what’s coming next in a few “next generation model guest rooms,” according to a press release. (Certainly this would feel better than the old lumpy antique bed at the Met.)
The idea is to test out new innovations in two- and three-dimensional design, guest-facing technology, brand programming, event activation in public spaces, and food and beverage initiatives for such Starwood hotel brands as Sheraton, Westin, Le Meridien, Aloft, Element and Four Points by Sheraton.