Experiential Marketing Versus PR Stunts – What’s the Difference – Part Two

Continuing from last week’s blog, here are a few more examples of PR stunts and Experiential marketing to compare and contrast.

Game of Thrones Dragon Skeleton

Publicity Stunt - Game of Thrones Dragon SkeletonPrior to the launching of Game of Thrones on Blinkbox a few years ago, the digital broadcaster commissioned a huge dragon skull and neck (roughly the size of a double decker bus) to be left, in secret and under cover of darkness) on a popular beach in Dorset.

Amazed early morning joggers and dog walkers quickly spread phone camera images of the dragon remains through social media and the stunt attracted much press coverage both locally, nationally and even internationally. The next day the broadcaster claimed responsibility, solving the “mystery” and firmly linking the launch of their new series with the now global press story to create public awareness that money just can’t buy.

This may have been an extremely successful approach, but it was arguably not experiential marketing, in that it didn’t introduce the consumers directly to the experience of watching or being a part of the show. Although blurring the line just a little, this would fall fairly squarely into the category of Publicity Stunt.

Ikea Big Sleep

This is another great example of experiential marketing – 100 competition winners were invited to spend the night at Ikea, getting to select their own bed, mattress, sheets, pillows and duvets. They were shown a film, given free massages, advice by sleep experts, manicures and even read a bedtime story by a celebrity guest.

As well as being fun, relevant and educational, this event was totally immersive in that it introduced the participants directly to Ikea’s full sleep range within its retail environment, thereby creating direct interaction with its store and its products.

 

Oliver Connor

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