Other brands wooing consumers with experiential efforts during the holidays in New York and other major markets include the ABC Family cable channel, Burger King, Jameson Irish whiskey, Memorex audio products, Rémy Martin Cognac and TD Bank.
Other ideas proposed by the winning team include events and other promotions at warm-weather sites where students celebrate spring break and an experiential marketing effort called the Buzzer Beater Bus, which would appear games around the country throughout the regular season.
I spoke with Michael Craft and Christie Cantania, whose jobs entail working on the Tour De Fat and Clips efforts respectively, to find out why New Belgium prioritizes what they call "experiential branding" efforts like these and what they say about the company's culture.
| Updated Exhibits that offer a glimpse behind the scenes at films like the "Harry Potter" movies are becoming increasing common as part of so-called experiential marketing efforts by the Hollywood studios.
Can you tell me why New Belgium invests in these so-called experiential branding efforts?
Palmer, M Allann, JD; Meyer, J; Bernhardt, ES, River restoration in the twenty-first century: Data and experiential future efforts, Restoration Ecology, vol. 15 no. 3 (September, 2007), pp. 472-481, BLACKWELL PUBLISHING [doi].
"We really take the effort to make the marathon experiential for runners and spectators, and we put every effort we could into it," Winell said.
The VMMC program in Iringa and Njombe has extensively used radio coverage, billboards, and experiential media for demand creation and communication efforts.
By engaging current students and recent graduates in this effort, we are able to provide experiential learning as well.
