It is not the strongest of the species that survive, or the most intelligent, but the one most responsive to change. Experiential marketing isn’t about creating the biggest spectacle or employing cutting-edge technology. It’s about resonating with people, and people can be fickle. Marketers who are able to evolve their offering to suit the fluctuating preferences of their target audience are the ones who will take home the prize.
Apart from being sensible, let’s be pragmatic “Game of Thrones marketing is kind of genius”. These are like bang the drums for publicity and exposing extravagant wizards who have, you’ll remember, not only brought White Walkers to London but coerced more than millions of people to watch a block of ice melt for 70 minutes.
But as HBO’s much-fuddled fantasy epic comes to a close, so too do all the opportunities to glom on to the fanfare, paramount marketers to set their store of wildfire alight, covering the internet in a blaze of trailers, posters, brand partnerships, and “activations” that can make it seem as though winter is coming everywhere.
- Oreo has been known to get into the spirit with popular pop culture events. The cookie company released a limited edition pack of Game of Thrones-themed Oreos. This is actually Engagement marketing.
- Mountain Dew also partnered with HBO to launch “A Can Have No Name” campaign. This is a very simple way to make a big impact for both HBO promotion and for Mountain Dew to sell more products to fans where the can is completely blank when warmed and when chilled reveals the kill list of Arya Stark, I mean what a clear example of Creative marketing it is.
- Alcohol and Game of Thrones are a natural pairing. Johnnie Walker, evidently realizing they share half a name with the White Walkers, released a special edition bottle in the run-up to the final season tale mark and clearly exploring the concept of Conceptual marketing.
Emotion is, by nature, intangible and therefore difficult to quantify. Customers can be led to conclusions, but they can’t be forced to “feel”. In order to achieve a deep emotional bond with consumers, brands must develop a deep understanding of them through research and personal development. You can only hope to engage people once you realise what makes them tick.