Coca-Cola Hires Italian Artist to Create Amazing Stop-Motion Video

The idea of happiness has been a central theme to Coca-Cola’s marketing for 90 years. According to a company press release, the “Enjoy Life” slogan in 1923 led to 1979’s “Have a Coke and a Smile” before Coca-Cola began using “Open Happiness” in 2009. As part of the Coca-Cola Institute of Happiness’ II International Congress of Happiness in Madrid in April 2012, the company hired Italian artist and University Francisco de Vitoria (UFV) professor Eduardo Zamarro to create an amazing mural comprised of Post-it notes. The end result is an incredible stop-motion video of the Post-It notes project.

Watch Video - Coca-Cola Institute of Happiness

According to a UFV press release, visitors left about one million Post-it notes over the course of 15 days containing various messages of happiness to contribute to the mural. Zamarro worked with the Post-it notes to cover a mural painted by UFV students of Architecture and Fine Arts and construct what would become the official poster of Congress. The result was a striking work of public art that was later exhibited on the façade of the Canal Theatre. However, this project was also a fine example of experiential marketing.

Experiential marketing is a term that refers to interactive consumer experiences like this Coca-Cola Post-it project, events that help individuals form a unique connection with a brand through memorable interactive activities. Nothing creates lasting memories that stay with consumers quite like these types of events, and Soho Studios offers one of the best venues in Miami for large, creative activities. Our 65,000 foot square foot multi-purpose space can host weddings, concerts, fashions shows and charity events, among many other types of occasions. If you are looking for a dynamic location for your events in Miami, contact the experiential marketing team at Soho Studios to let us show you some of the many things that our facility offers.

BBC's Augmented Reality and Polar Bears--Experiential Marketing in Action

Few companies or organizations have leveraged augmented reality events as effectively as the BBC did during the promotion of its Frozen Planet Blu-ray/DVD release. Working together with Appshaker, the BBC created a virtual experience which allowed those at the event to stand amongst player bears, dolphins, polar bears, seals, and other wildlife. The event demonstrated a highly impressive application of experiential marketing, one of the most valuable and underused tactics in the marketing game.

Watch Video - BBC'S Frozen Planet

If you're unfamiliar with the concept, that's alright; it's really quite simple. Experiential marketing engages consumers in as many ways as possible: intellectually, physically, and emotionally. If you're familiar with advanced teaching and memorization methods such as full-brain learning, active learning, or the method of loci, you might see the benefits. In essence, experiential marketing associates a product or brand with as many forms of memory as possible; by engaging with gestures, emotions, and logical thoughts an event, website, or advertisement can generate a much stronger impression.

The BBC pulled this off perfectly. The highly-realistic, interactive environment generated by the Appshaker team grabbed visitors and didn't let them go. They also took advantage of onlookers at the event and abroad, engaging their imaginations and giving them something interesting to talk about; polar bears may be a bit interesting, but polar bears and augmented reality will catch anyone's attention.

Of course, not every company has access to the kind of resources the BBC does, but the basics of experiential marketing work in many different contexts. On the simplest level, any method of mentally or physically engaging the consumer works. A print ad using vivid colors and imagery and implementing textures, smells, or puzzles can make an impact. A website with a high-tech interface, a banner ad with a built-in game, the possibilities are endless. A physical event will always trump the others, though, thanks to the strength of physical memory.

If you're planning any experiential events in Miami, you need an excellent location if you want your visitors wowed. Based in the Wynwood District, Soho Studios' 65,000 square foot event space and convention center is one of the best venues in Miami—ideal for any company or organization looking for a new way to market.

Out of the Box: Lynx Effects Brand Marketing Throws the Box Away

Brand marketing jumps out of the box in the Lynx Effects Invisible Ad, featured here on YouTube's Lynx Studios Australia channel. Called brand marketing or event marketing, experiential marketing lets you feel the product advertised.You know immediately how the product will fit your lifestyle.

Appealing to the target market

Understanding how to spark consumer interest in your brand is the key. What Lynx Effects accomplished is amazing to the eyes and appeals to young adults for many reasons:

- Musical intensity

- Curiousity

- Anticipation

- Sensuality

- Humor

- Voyeurism

Lynx created the perfect look and feel for their product and its target demographic. As reported in Britain's the Week, launching these types of advertisements also cause Lynx Effects controversy for skirting the edge a bit closer than some viewers like. Of course, when marketing to teenagers and young adults, what better way to sell product than giving parents a reason to disapprove.

Authentic location setting

The environmental factors of location shooting for advertisements like these are crucial. The outside has to look and feel like the outside. The illusion of spontaneity holds your attention as pedestrians pass and are handed the sunglasses. A studio feel would ruin the presentation and the appeal would greatly diminish if the action felt staged.

Venue in Miami

The event space Miami's Soho Studios provides is ideal for any scale production events in Florida. With over 65,000 sqf. of versatile space, the possibilities are not limited to these:

- Television and film industry studio to transform as you like

- Musical events space for recording or party venues

- Art gallery for local, national and international artists

- Photography studio Miami opens to all who are interested

The Soho staff caters to the needs of production companies looking for indoor space to transform into any world they choose.

Party Venues Miami Hosts

The 65,000 sqf. is diverse and flexible. During Florida's event  season, from November thru March, Soho hosts a bevy of international venues, including:

- The Winter Music Conference

- Art Basel Wynwood

- Miami Fashion Week

Anyone with event or brand marketing needs will find the Soho perfect for creating the environment needed to engage the masses.

Interactive Art Installation at London Royal Hospital

Experiential marketing uses computerized art that engages the viewer in a way that the participant becomes one with the art. According to how the viewer reacts, the outcome of the image changes. It’s a wonderful opportunity to use art as a backdrop that creates a dialogue between the creator and the viewer and can be used to convey any sort of message or theme. Rather than being a mere spectator, the participant has a direct role to play making the experience challenging and memorable. There is a venue in Miami that draws large crowds as a central location for large marketing events.

In the UK, an arts organization commissioned the creation of interactive games on a giant TV screen on display at the London Royal Hospital. As an experiential marketing installation, it receives a lot of visitors and publicity, which can only be good for the hospital’s image and brand. The experience is great fun for the children as they interact with the ever-changing scene. In this hospital setting, it is not only a marketing tool as it is geared towards providing the exercise and physical therapy suited to children with varying ailments.

Watch Video – Woodland Wiggle at London Royal Hospital

Working with sensors, the interactive marketing events in Miami gauge the conditions of the area such as movement within the room, variances in temperature and changing distances. Other variables can be programmed into the installation meant to trigger certain types of responses or activity. The communication that takes place between the viewer and the computer produce a totally new type of dialogue with its own interpretation.

As with all marketing concepts, experiential marketing leads the audience or the participant towards an intended theme or message. By creating a real-time interactive experience with the viewer, the message projected on the wall or screen is personalized and internalized in a much deeper way than a more traditional method of marketing the same concept.

Interactive print ads from Vogue

One effect of the Digital Age is that people are becoming more stimulated than ever. From a marketing perspective, it is becoming more apparent that new methods are needed to get a consumer’s attention, maintain their attention, and then get them to buy. To respond to shift in consumer response, marketing gurus are now using experiential marketing techniques to appeal to consumers.

What Is Experiential Marketing And Why Does It Work?

Experiential marketing is an approach to communicating a product or service that invokes one or more of the five senses: seeing, hearing, smelling, tasting, and touching. Traditional forms of distance marketing, such as television and radio ads are being replaced with more unique methods, such as outdoor displays and exhibits, street performances, and augmented reality demonstrations.

To understand experiential marketing on a small scale, consider the popularity of perfume samples and “scratch and sniff” opportunities in magazines. Magazines are now starting to get even more personal. The interactive print ads developed for Vogue.com are great examples. One ad for eye makeup allows the consumer to place the camera on their mobile device over an image of a model who is wearing a particular brand of eye makeup. The consumer is able to view the step-by-step process of creating the look.

Watch the Vogue campaign - Interactive Print Ads from Vogue

There are five key reasons why this experiential marketing campaign works:

- Connects consumers with the product

- Offers an opportunity to experience the product

- Highly likely to generate word-of-mouth

- Educates consumers about the product

- Intensifies the product’s brand message

To see experiential marketing in action, all you have to do is attend one or more of the surplus of social events in Miami. Although more rare, but increasing in usage, experiential marketing campaigns are also starting to crop up in unusual venues in Miami such as street corners and shopping malls. In both instances, the product or service is introduced in the consumer’s natural habitat.

Conclusion

Experiential marketing is now in its infancy, but is sure to gain usage as consumers continue to demand more of a deeper experience with products and services. It shouldn't surprise you if you walk down the street and have an opportunity to have a face-to-face encounter with a product or service.

This ride runs on screams

In the old days of marketing, brands would shout their message and people would passively sit and watch. That was the TV generation. It was the print generation. It was the radio generation. Today we have the Internet generation, the viral generation.

Before we go on, take a look at this YouTube video from a marketing campaign titled Volkswagen Up: A Scream Powered Olympic Car.

Why This Ride Runs On Screams

Volkswagen created this video leading up to the 2012 Olympic games. They modified the Volkswagen and invited Dutch Olympic fans an opportunity to win tickets to the London Games by making the Volkswagen go as fast as they could make it go, but the cars were powered by the participants' screams. It's an incredible example of a powerful experiential marketing campaign that worked.

According to Fearless Competitor, experiential marketing works because it relies on the emotional drive of the participants.

Getting people involved in marketing to themselves takes some savvy. But that's what marketers in the 21st century do. It's time to use the tools of the future to make a big impact today because the next ride might run on more than screams.

Put Some Emotion In Your Events In Florida

On your next photo shoot, video presentation, fashion show, trade show, or experiential media campaign, seek out a venue in Miami that has all the resources and technology you need to make your campaign stand up and scream. Soho Studios has a reputation for attracting events in Florida that hit the spotlight and make it brighter.

When you rent the right venue in Miami for your experiential marketing campaign, you can bet that the audience you're trying to interact with is going to enjoy themselves - and you will too.

Engaging the audience with Porsche's Spirited Escape

As part of the Boxster ad campaign, Porsche and Men's Journal joined forces with former NFL star and current adventure traveler Dhani Jones. Driving a bright red Boxster, Jones takes to the streets, back roads and mountain curves of the East Coast in Spirited Escapes. This seven-episode videologue followed Jones as he talks to tradesmen who are living in different regions on the eastern highways as noted by Porsche Cars North America. This marketing campaign blurs the lines of product and service of both the Boxster and the goods made by the men in the videos. Through the subliminal metaphors of quality, craftsmanship and simplicity, you take away the feeling that Porsche designers and American tradesmen have forged a common bond.

Watch Video - Porsche's Spirited Escape Kick Off

Using the aspect of social engagement, a term that is increasingly becoming a part of the Internet world through the use of social media to drive page rankings, Porsche takes experiential marketing onto the streets. They have found a way to recognize the common ground between luxury car manufacturers and butchers, bicycle builders, music producers, journalists, and fishing instructors. The videos showcase Americans from Brooklyn to Birmingham, extending beyond regional dividing lines. A satisfactory showcase of experiential marketing, this ad campaign brings the Boxster within reach of a wider audience than possibly it ever has before now.

Soho Studios in Miami FL

If you are looking for a way to drive social engagement into your next ad campaign, consider the accessibility of events in Florida. At Soho Studios, the premium venue in Miami, your limit is beyond the sky. We offer a 65,000 sq. ft. space that offers multifunctional opportunities for ad campaigns and experiential marketing. Create a state of the art showcase for the largest and most diverse audience in the Southeast at this Miami locale. You will be in the same place that hosts the legendary Ultra Music Festival each year, as well as high end Miami Fashion Week and the experimental Art Basel Miami. Whether you are looking for a space to provide an interactive exhibit, or you need a diverse space where you can shoot your next video, Soho Studios is the place to be.

Heineken Roulette at JFK

Imagine you are at the airport. You may be heading home or going on vacation. Perhaps it's a business trip or your heading out to visit Mom and Dad. There in front of you is a giant electronic billboard that offers you a free trip almost anywhere. The problem? You have to drop everything, take the trip right then and there, and because the trips are electronically chosen at random, it could literally be to anywhere. What would you do?

This was part of an experiential marketing effort by Heineken Beer as part of their “Dropped” campaign. Experiential marketing seeks to involve the consumer with the brand to better connect the two. In the case of Heineken, they are trying to appeal to the adventurous side of us and their “Departure Roulette” did that for many at JFK airport. It didn’t even matter how many actually took the trip because the impact has been made. The YouTube video of the stunt has over 2 million views. That's pretty impressive for what amounts to a two minute commercial for Heineken Beer.

Experiential Marketing in Florida

If you are exploring experiential marketing, or looking for space in South Florida, we invite you to connect with Soho Studios. Of all the venues in Miami, Soho Studios can provide you with THE premier event space the city has to offer. Let us help you take advantage of Miami’s event season November through March. More and more experiential marketing events in Florida are taking place and our creative team can help make yours come to life.

If you are in search of a photography studio Miami uses for a variety of shoots, or an event space Miami turns to for some of its hottest parties, contact Soho Studios. With over 65,000 square feet of versatile space, we are perfect for videos, conventions, meetings and experiential marketing efforts. Learn why companies like Ford, Evian, Puma and Absolut have come to trust Soho as their go-to location in South Florida. Let’s get together and discuss what we can do for you!

Mercedes-Benz World Drives Experiential Marketing into Future

At the Brooklands racing site in a London suburb Mercedes-Benz World tries experiential marketing to keep its hundred-year-old brand fully relevant in the advanced Digital Age. Engaging as many of the senses as possible with interactive social, local, and mobile technology, Mercedes combines digital technology and personal experiences to connect electrically with consumers. Actual physical and emotional experiences—like driving the latest performance version of a popular Mercedes model on a real track, taking a virtual test drive, or building a car online—build brand interest, loyalty, and trust in visiting fun-seekers, linking offline and online worlds.

Where else can you drive the new C 63 AMG Coupé Black Series like it's supposed to be driven? It's like a free day at Disney World, only every ride is focused on raising brand awareness and associating enjoyment with Mercedes-Benz—as Motor Torque captures in the below video. As the oldest existing automaker says of their experiential marketing extravaganza: "Experience Driving Performance like no other at Mercedes-Benz World now."

Watch Video - Mercedes-Benz World

Thinking event space Miami, Soho Studios is here to help you advance the relevance of your brand. A versatile, large-scale, multi-purpose event space and convention center located in the Wynwood District, Soho Studios is a major venue in Miami used for events, or as a live and electronic music venue, a commercial photography studio, a fashion show venue, etc. And with all the most advanced in digital video, audio, and computer technology to create just about any sort of marketing experience you might imagine, the Et Cetera (which must be capitalized) is only limited by your ability to imagine the heights to which you want to take your brand.

Puma, Absolut, Evian, Ford, American Apparel, and other brands of this caliber have used Soho Studios to advance brand awareness and loyalty as while putting their face on the cutting edge of marketing in the world of interactive social technology.

Cell Phone vs Human - Samsung's Staring Contest

The Challenge Sixty minutes? Can I stare at a cell phone that long? That was the question going through the minds of the curious who stopped at the Samsung kiosk set up at the Zurich Main Station in Switzerland. The rules stated it was okay to blink, but you couldn't look away from the Samsung S4. If you could maintain your gaze for an hour it was yours. If you looked away, even for a second, you lost. And the phone,equipped with Samsung's Smart Pause feature, would be the first to know.

And Now for the Rest of the Story

But Samsung didn't tell the whole story. They left out the part about the crazed guitarist, the accordion player, the hot dog vendor, and the bickering couple. That was just a warm-up for the remote-control car gone a-mok, and the barely-restrained attacking dogs. Contestant after contestant fell prey to the parade of distractions.

The Content

In this era of cutting edge marketing strategies, Swisscom, a Swiss mobile company pulled off one of the best experiential marketing examples ever. And just as they planned, it's gone viral on youtube. Now, not only those present in the train station, but everyone who's viewed the video knows about Smart Pause, which as Mashable explains, is a feature wherein the S4 knows if you, in the midst of watching a video, look away. It then pauses the clip until you turn back, whereupon it resumes.

A marketing event like this cannot happen just anywhere. First and foremost a location must have lots of open space, and a steady stream of passers-by. Many venues in Miami would fit the bill. Chief among them is Soho Studios, a 65,000 sq ft multi-purpose Miami event space and convention center in the Wynwood District, that hosts fashion shows, commercial shoots, Art Basel events, trade shows. It's a prime spot for any out-of-the-box event.