With the prevalence of technology and the fascination with new media in our society, it’s no wonder that the entertainment industry is as popular as it is. Even though the industry is booming, entertainment companies still benefit from a well-thought-out marketing strategy. Like many industries that use experiential marketing, the entertainment industry has seen the benefit of creating unique and interactive experiences for their consumers.
Film, Television, and Music
High-grossing companies within the film, television, and music industries often utilize experiential marketing campaigns as a means to gain interest in a particular movie, show, or artist. In honor of the second season of the TV show Claws, for instance, TV network TNT produced the #ClawsUp Tour. This tour created a custom gooseneck trailer that they outfitted to become a high-end nail salon, similar to the setting of the TV show. During their experiential marketing tour, the mobile nail salon stopped in several cities, offering high-end manicures. They also held Lady Boss panels highlighting successful female business owners from the host cities. The main goal of this campaign tour, as with similar campaigns for other films, television, and music companies, was to create a buzz around the show’s new season. It offered viewers a behind the scenes glance at the TV show and the chance to meet the show’s stars. TNT was able to offer viewers a unique experience that they wouldn’t otherwise see with traditional TV advertisements.
Experiential Marketing for the Smaller Screen
Companies focusing on home entertainment have also reaped the benefits of experiential marketing campaigns. Take the event marketing trailers for Xbox One and Nintendo, for example. They allowed these companies to tour the country and offer consumers an exclusive look at their new video games and systems. Because their products rely so heavily on consumer interaction, Nintendo outfitted their custom marketing vehicle with multiple televisions, gaming consoles, and newly-released games. They then invited guests to challenge their friends and family to a bit of friendly competition. The opportunity to test games before purchase gave consumers a better insight to what gameplay would be like and increased the likelihood of purchase. Similarly, Microsoft designed a custom bolt-in system for the Xbox One and Microsoft Surface, allowing consumers to view and test their products first-hand. They also held demonstrations to show consumers the capabilities of these systems outside of gaming.
Marketing at Entertainment Venues
Many companies outside show business also utilize experiential marketing at entertainment venues. Concerts and festivals are a prime location for experiential marketing campaigns, as they are often outdoors and attract many visitors. From food to apparel, there is no limit to the industries that use experiential marketing at entertainment venues. Companies outside the entertainment industry also find that stopping at concerts and festivals during their experiential marketing tour is a great way to reach their target demographic. Music festivals are a favorite local activity for many younger consumers. As such, it can be a great marketing location for companies in the technology and apparel industries.
