The ongoing pandemic is forcing brands to find new strategies to reach their audiences. And as one of our most recent projects demonstrates, experiential marketing is an effective tool companies can use to connect with their customer base in this new context.
Experiential marketing is defined as the creation of meaningful interactions between brands and their consumers. Even with the limits imposed by social distancing measures, this strategy can be applied successfully.
A Unique Drive-In Experience
Dermatologica, a company focused on skin care wanted to create a unique experience to launch a new exfoliant masque. The basic question was how to achieve this goal in a way that was compatible with all the necessary COVID-19 safety measures.
The company decided to organize a “Drive-in masque and movie” in the parking lot of their Los Angeles headquarters. The idea was for guests to drive up to the site to attend a demonstration of the new product and then enjoy a movie, all without leaving their cars.
We created for the occasion a set of arches that marked the entrance to the area where the event took place. As attendees drove through them, they saw images of the product along with snippets of information. The structure also included spheres of different sizes that evoke exfoliating bamboo spheres, an important feature of the product.
The activation was entertaining and fun, but there were rigorous prevention measures in place. Everyone was masked, product stations were set up next to each parking space, and social distancing was observed at all times.
A Source of Valuable Insights
Our work became the visual representation of the event that has been celebrated in the trade press as the point that signals the return of in-person brand activations.
We believe that this project is a source of interesting insights for designers and marketing professionals:
- Consumers are experiencing more stress than usual, so offering a unique, fun experience is a good way to set your brand apart
- Under these conditions, facilitating interactions that provide a human touch helps associate your brand with a positive, memorable experience.
- Brands can take advantage of experiential marketing while respecting COVID-19 prevention measures. This form of promotion can be extremely successful when adapted to make it safe under the current circumstances.
- More than a mere embellishment, design is an essential part of the experiences that these activations provide.
Ar CR&A Custom we specialize in creating unique visual solutions for brands of all types and sizes.
We are located at 312 West Pico Boulevard, in Los Angeles, California, and work with a global customer base. Get in touch today (firstname.lastname@example.org, (213) 749-4440, Facebook, LinkedIn, Instagram) for a free quote or to learn more about our services: experiential marketing, large format printing, vinyl banner printing, yard signs, building wraps, wall/floor graphics, and more!