No, not because my new hiphop single is on the top ten. But because Stove Top Stuffing is heating bus stops around Chicago for a new 'experiential' marketing campaign. Stuart Elliot reports in today's NYTimes that many companies are going experiential for the holidays and that it is a good way for brands to cut through the clutter. As he writes "Such “experiential marketing” is intended to entice consumers to experience products or brands tangibly rather than bombard them with pitches." He also points out "The biggest risk with experiential marketing is that consumers will deem it an annoying gimmick, which could harm attempts to improve perceptions of brands or products." and while correct, when EM is done right it engages the consumer with interesting brand communication, not simply more noise. Let's see how consumers react to the warm bowl of stuffing heat zones and hope that other brands take notice that creating these non-traditional experiences can create buzz (and press obviously!).
Read the article HERE.
