Social and Experiential Marketing

SOCIAL +
EXPERIENTIAL
MARKETING
Gaurav Mishra
VP of Insights, Innovation & Social,
MSLGROUP Asia
gaurav.mishra@mslgroup.com
@gauravonomics on Twitter

QR CODE STORES
Companies enrich the shopping experience by using QR codes in unique ways to attract
customers.
eMart Korea’s Sunny Sale (Seoul)
A shadow QR code activated by the sun
only during lunch time was used to
increase slow sales during that time. The
QR code gave customers access to special
sales and promoted the mobile application.
EMart increased lunch time sales by 25%
through this campaign.
eBay’s Christmas Boutique (London)
First QR code boutique in the UK, brought
the online store offline. People were able
to walk through the store, scan QR codes
of products they wanted to purchase and
pay via the eBay mobile application.
Tesco Homeplus Korea Subway Store
(Seoul)
Virtual stores that resembled real ones in
subways helped busy professionals shop
on-the-go. People used smartphones to
scan product QR codes and paid via
smartphone. Tesco Homeplus became the
number one online retailer and online sales
increased by 130%.

DIGITAL WINDOW SHOPPING
NET-A-PORTER’s The Window Shop
(London)
For Fashion’s Night Out, NET-A-PORTER
created a pop-up graphic storefront with an
accompanying app. People scanned items
with the app to purchase directly from the
website on their smartphones. This app
was downloaded over 4,000 times and
drove 2,600 visitors to the website.
Goertz Virtual Shoe Store (Germany)
Goertz created a virtual shoe fitting store
where your feet get scanned to try on 3D
shoes. You can share a photo with
Facebook friends and use a QR code to
purchase shoes on the website.
Adidas Neo’s Interactive Storefront
(Germany)
Adidas redefined window shopping by
creating an interactive storefront where
people could interact with digital models
and use a numerical pin to connect their
phones to the screen, dragging products
from the screen to their phones to
purchase them.
Redefine window shopping by incorporating interactive digital functions to boost sales.

REAL LIFE + REAL TIME
Coca Cola Village Amusement Park
(Israel)
The Coca-Cola Village Amusement Park
connected the Facebook community with
the offline world via RFID (radio-frequency
identification) wristbands. Every time
visitors scanned their wristbands, they
could immediately share their experiences
on to Facebook. The three-day event
generated over 35,000 Facebook updates.
Ariel Fashion Shoot (Scandinavia)
Ariel created a live product demo in the
center of Stockholm Central Station
powered by Facebook. Through an app,
people could control a jam squirting gun to
stain a white t-shirt in real-time. Those who
were successful in staining the t-shirt
received the cleaned t-shirt as a souvenir.
Anthon Berg Generous Store
(Copenhagen)
Anthon Berg created the first chocolate
store that only accepted good deeds as
payment. Visitors would share on
Facebook what good deed they would do
for a friend in exchange for chocolate.
Incorporate the online world with the offline one in real time for more buzz.

TECHNOLOGY IS SOCIAL
Coca Cola Hilltop Reimagined (Global)
After viewing a mobile ad, people could
send a free Coca-Cola across the world to
a stranger. Special vending machines
documented when the unsuspecting
person received the free Coca-Cola.
Recipients could also send a video thank
you note to the gifter.
Nike LiveStrong Chalkbot (Global)
Nike helped Lance Armstrong spread the
Livestrong cancer survivor message with
“Chalkbot.” This machine took thousands
of online messages from the campaign and
printed them in yellow chalk on the Tour de
France path. During the month-long
campaign, the Chalkbot received over
36,000 messages.
Unilever Share Happy (London)
Unilever created a vending machine that
used facial recognition software to detect if
someone was smiling. If the smile was
worthy, the person got a free ice cream.
People could also share a photo on to
Facebook.
Spread one person’s experience to their online social circle to amplify buzz and awareness.

RANDOM ACTS OF KINDNESS
Build relationships with consumers by understanding their needs and surprising them.
Kleenex Feel Good (Global)
Kleenex delivered care packages to
Facebook users who posted about being
sick. After sending 50 kits, Kleenex
generated 1,800 interactions and 650,402
impressions.
KLM Surprise (Amsterdam)
KLM surprised unsuspecting flyers who
had checked into their KLM flight via
Foursquare or tweeted about flying with
them with a personalized gift. Through 28
acts of kindness, KLM generated over one
million impressions across 88 countries in
a three week period.
Kotex Women’s Inspiration Day (USA)
Kotex spread inspiration to women by
looking at their Pinterest boards and
creating a personalized inspiration kit. To
receive the gift, users just needed to repin
the gift on to Pinterest. From 50 kits sent
out, they ignited 2,284 interactions and
694,853 impressions.

FROM SOCIAL TO STORES
American Express Link Like Love (USA)
American Express created an app that
shows savings and rewards to its
customers based on Facebook likes and
check-ins. Cards can be activated via the
American Express Facebook page and
deals are automatically loaded on to the
card.
Sleepless at Playground (Sweden)
Playground, a hiking and outdoor
equipment company, challenged four
people to stay awake and sell their
products. Customers could follow
participants’ progress online and offer
encouragement. If the participant from
whom customers purchased from won,
they were refunded their purchases.
Starbucks The Big Picture (USA)
To get people to use reusable mugs
instead of paper cups, Starbucks created a
tree made of paper cups in New York City
and offered free coffee on Earth Day for
those who brought in reusable mugs.
Online, they showed how this change
would affect the environment over time.
Weave social into a campaign to increase engagement and interest from customers.

ALTERNATE REALITY GAMES
Nokia Conspiracy for Good (Global)
Nokia sponsored a multimedia, multi-
platform storytelling experience that raised
awareness and support for an African
village. Nokia phones with a special
augmented reality app allowed people to
integrate the real world with an online
experience. The app was downloaded over
900,000 times across the world.
McDonald’s Lost Rings (Global)
To celebrate 40 years of partnering with the
Olympic Games, McDonald's sponsored a
global game that hid clues online and in the
real world about a mystery involving the
sixth Olympic ring. Over 200,000 people
from all 119 countries where McDonald’s is
present participated.
Batman Why So Serious (Global)
As pre-buzz for the release of The Dark
Knight, fans were brought into Gotham City
through online games, real world
challenges and social media integration.
There were over 10 million participants
across the world.
Blur the lines between the online and real world with alternative reality games that bring fans into
stories for an exciting brand experience.

LET’S STAY IN
TOUCH
Gaurav Mishra
VP of Insights, Innovation & Social,
MSLGROUP Asia
gaurav.mishra@mslgroup.com
@gauravonomics on Twitter

Social and Experiential Marketing

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