Experiential Campaigns Get Buzz, but Do Marketers Care? - eMarketer
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Experiential Campaigns Get Buzz, but Do Marketers Care?

A new service from the UK’s Exterion might find out

August 11, 2017 | Media Buying

Experiential marketing campaigns may soon be a more commonplace occurrence across the UK if out-of-home advertising company Exterion Media has its way.

This week the firm announced Exterion Live, an experiential marketing service for campaigns across UK transport, retail, urban, sports and entertainment venues. The service relies on advertising partnerships with transit authority Transport for London (TfL), National Rail, and retail and entertainment hub operators Westfield, London Designer Outlet and Wembley Park.

Exterion gained some attention last month when it ran an experiential campaign that had “White Walker” costumed characters from the popular HBO fantasy drama “Game of Thrones” mix with morning commuters in the London Underground to promote the show’s new season.

Exterion Live will initially have access to 20 London Underground sites and several National Rail locations across the UK, including those near popular live events like the Glastonbury Festival or the Grand National horse race.

Exterion said the move is in response to growing customer demand for experiential marketing opportunities.

“Exterion Live will enable our clients to amplify their out-of-home campaigns and deliver shareable and memorable experiences beyond the poster to consumers,” said Dave King, Exterion Media’s managing director, in a statement.

However, studies have found experiential marketing a fairly uncommon tactic for launching new products or services. Among senior marketers polled in the UK in October 2016 by communications firm Five by Five, only one-fifth used it.

Marketing Tactics Used During the Launch of a New Product/Service According to Senior Marketers in Australia, the UK and US, Oct 2016 (% of respondents)

In fact, Five by Five’s study found that social media was the leading tactic used by marketers to launch campaigns not only in the UK, but also the US and Australia.

Still, experiential efforts have the potential to generate a fair amount of earned media on social media platforms, as Exterion discovered after its “Game of Thrones” promotion went somewhat viral and generated some free media coverage.

—Cliff Annicelli

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