A serving of experiential
Recently, those boffins over at Leo Burnett came up with an intriguing idea for the low-cost food store Lidl. They invited a prominent chef to cook a meal using food from the store and then serve it aboard a flight to Cancun. Adverblog notes, “Sure, it’s a nice case study, I love the idea… But I’m not sure the effort is worth the result. Creative geeks like us will celebrate the idea, but how many consumers actually were exposed to it?” That’s true; it was only a plane full of people who were exposed to the meal. But the story was followed through in TV spots and recipe books, creating a nice thread of a tale.
Last month in New York, travellers on the subway were treated to a similar gastronomic delight when they were served a delectable six-course meal, in-transit. Both events show how something experiential can sometimes be far more memorable than other forms of marketing. In both these cases, the events involved defying expectations by creating special experiences in spaces that are otherwise seen as ephemeral, rather than being a destination in of themselves.
Leave a Reply Cancel reply
What is Zeitgeist and stuff?
- Off the back of calls for Sony Pictures to be spun off, @nytimes looks at the studio vs its peers #Film nyti.ms/10zNO9X 2 hours ago
- On bifurcation - "There are only two markets, ultraluxury and subsidized housing" @nytimes on NY's newest skyscraper nyti.ms/19N6rZg 4 hours ago
- With ITV Studios, the network looks to make money from content production and rely less on advertising on.ft.com/12Hzv2d 10 hours ago
- We live in both the Great Depression & the Gilded Age, so what does Luhrmann's "Gatsby" adaptation say about us? nyti.ms/17wrtia 1 day ago
- Dear @rorysutherland please do read our article on Big Data and behavioural economics and do RT if you think worthy zeitgeistandstuff.wordpress.com/2013/05/18/the… 1 day ago