5 Innovative experiential campaigns by TV shows
Times have changed and it is not just interactive ATL advertisements that TV show producers resort to for promoting their shows today. With more mature content being served to their viewers, the producers of television shows are also selecting mature marketing techniques to sell their overall product too.
As a result most television channels are devising experiential activations that let fans delve deeper into their favorite shows, as well as introduced the programs to potential new audiences. In this list, we at EE share with you the top 5 Innovative experiential campaigns by TV shows.
1-The Simpsons Kwik-E-Mart Truck
This one comes from the most popular cartoon characters of the kids. In this campaign the Fox cartoons embraced Austin's food truck culture and created a pop up Kwik-E-Mart that served more than 3,400 frozen drink Squishees at a rate of 2.6 orders filled per minute. While waiting for the drinks, fans could check out branded iPads tethered to the truck that featured every single episode of the show and the passersby could also take a photo of themselves inside a Kwik-E-Mart.
2-Game of Thrones
This experiential campaign garnered huge accolades for the shows producers as it gave the fans an immersive experience with their favorite TV show. The interactive exhibit featured beer tasting of Ommegang's Game of Thrones-themed Three-Eyed Raven brew and a chance to sit on a comfortable replica of the Iron Throne. Using augmented reality, attendees could wield a sword and play a game where they destroyed boulders that appeared on screen. The better you did, the more of your image would appear.
3- Bates Motel
In this experiential campaign the producers A&E created a replica of the eerie Bates Motel where the fans could not only check out the rooms but they could also search for at clues from the upcoming season. The fans through this campaign could also enter to win a one-night's stay at the hotel, complete with brownies from Austin bakery Delish and a welcome package from Tito's Vodka. Winners also had access to minibar room service from liquor delivery service Drizly, as well as maid service sponsored by booking platform Handy.
The campaign not only gave the existing viewers a chance to get a personalized experience with their favorite TV show but it also served as a platform for passerby’s to explore a new interest and get hooked on to the show.
4-Sankat Mochan Mahabali Hanuman
Sony Entertainment Television launched its mythological show titled ‘Sankat Mochan Mahabali Hanuman’ and to create buzz around the show, the channel added an experiential leg to its marketing might. Besides large hoardings at key locations, the channel created branded kiosks were put up at four temples of Lord Hanuman across the state of Uttar Pradesh.
Dressed as Hanuman’s Vaanar Sena, volunteers served prasad boxes and water to the devotees. The branded kiosks were put at Sri Sankata Mochana Hanuman of Varanasi, Sri Hanuman Badi temple (old) of Aliganj, Lucknow, Sri Hanuman Badi temple (New) of Aliganj, Lucknow, and Sri Bade Hanuman of Prayagraj, Allahabad. Additionally the channel also introduced drones that have been flying in various cities across the country over a congregation of people reciting Hanuman Chalisa. Since this was one of the first times a TV show was being promoted with engaging experiences the launch of the show registered record viewership.
The last activation of the list is though currently awaited but has managed to creat a storm across the United Kingdom already. Comedy Central UK recently announced that it will host a week-long fan experience to celebrate the iconic sitcom Friends in September through Friendsfest.
The experience will feature a full-scale set of Monica’s New York apartment, which hosted many of the scenes in the show, an exhibition of original props and memorabilia, and a Central Perk-inspired café where guests can have their picture taken on the famous orange sofa and enjoy a coffee. FriendsFest will also include a pop-up blow dry hair salon, inspired by the ‘Rachel’ haircut, a Big Apple-themed courtyard and a foosball table.
Interesting fact about the experience is that the tickets to FriendsFest sold out in less than half an hour after going on sale. Such is the power of creative experiential campaigns.
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