Beruflich Dokumente
Kultur Dokumente
Prof. Arijit Bhattacharya
Ambush Marketing
• A marketing technique in which advertisers
work to connect their product with a
particular event in the minds of potential
customers, without having to pay sponsorship
expenses for the event.
IBS Mumbai: Prof. Arijit Bhattacharya 2
Ambush – Big Bazaar
• Keep West-aSide. Make a smart choice!
• Shoppers! Stop. Make a smart choice!
• Change your Lifestyle. Make a smart choice!
IBS Mumbai: Prof. Arijit Bhattacharya 3
Buzz and Viral Marketing
• Two forms of word of mouth
• Buzz marketing
– Generates excitement, creates publicity, and conveys
new relevant brand-related information through
unexpected or even outrageous means.
• Viral marketing
– “word of mouse”
– Encourages consumers to pass along company-
developed products and services or audio, video, or
written information to others online
IBS Mumbai: Prof. Arijit Bhattacharya 4
Experiential Marketing
• …people will forget what you said, people will
forget what you did, but people will never
forget how you made them feel
Maya Angelou
• Experience is the only form of knowledge.
Einstein
IBS Mumbai: Prof. Arijit Bhattacharya 5
Definition – Customer Experience
A brand relevant two-way communication
between consumers and brands delivered face-
to-face or remotely.
IBS Mumbai: Prof. Arijit Bhattacharya 6
Customer Experience - comparison
with other mediums
See Feel Interact Hear Smell
Outdoor X X X X
Print X X X X
TV X X X
Radio X X X X
Digital X X
Customer
Experience
IBS Mumbai: Prof. Arijit Bhattacharya 7
Advantages –Experiential Marketing
• Instant communication
• Engages all five senses – ‘sensory engagement’
• Changes brand perception
• Opportunity for personal feedback
• Can convey complex messages
IBS Mumbai: Prof. Arijit Bhattacharya 8
How to carry out Experiential
Marketing Campaigns?
• Service
– Free wi-fi service at music/art festival
• Theatre
– People enacting the Vodafone ZooZoos.
• Adverts
– Blackberry boys TVC
• Televised
– Treasure hunt reality show for a tours and travels company.
• Entertainment
– Music show organized by a leading audio equipment company.
• Gamification
– Chess competition at airports to show the fun side of a business phone
• Interactive technology
– Coke India reduced distances by installing the ‘Friendship machine’ in India
and Pakistan
IBS Mumbai: Prof. Arijit Bhattacharya 9
Few Famous Experiential Campaigns
(Refer YouTube)
• Unlock the 007 in you (Diet coke promoting
‘Skyfall’)
• TNT Belgium launch
• Christmas miracle (Westjet)
• A Ticket to Visit Mum (British Airways)
• Coca-Cola Small World Machines - Bringing India
& Pakistan Together
• Nivea Doll – Brazil
• Kan Khajura Radio Tation
IBS Mumbai: Prof. Arijit Bhattacharya 10
IBS Mumbai: Prof. Arijit Bhattacharya 11
Right-time Marketing
IBS Mumbai: Prof. Arijit Bhattacharya 12