There’s marketing…….then there is marketing.
It’s not often you see what we call “experiental marketing” taken to this level – and then see it going viral, globally.
Experiental marketing, “When done right, it’s the most powerful tool out there to win brand loyalty”(www.experientialforum.com). Yet, in marketing, experiental marketing is poorly understood and hardly ever successfully used.
Writes “Wisegeek” on the subject: “Experiential marketing is a concept that integrates elements of emotions, logic, and general thought processes to connect with the consumer. The goal of experiential marketing is to establish the connection in such a way that the consumer responds to a product offering based on both emotional and rational response levels. Here are a few of the basics of experiential marketing, and how this process can often succeed when other marketing strategies fail.
Appealing to a variety of senses, experiential marketing seeks to tap into that special place within consumers that has to do with inspiring thoughts about comfort and pleasure, as well as inspiring a sense of practicality. This means that the marketer needs to have a firm grasp on the mindset of the target audience he or she wishes to attract. By understanding what the consumer is likely to think and feel, it is possible to get an idea of how to steer the customer in a direction that will relate with the product, and entice individuals to act on that impulse to purchase”.
This video posted on April 11th, is already at 5,7 million views on Youtube, (two hours later, we are up to 8,1 million views) in less than a day. This is what every marketer dream of, but few achieve. Watch and learn from this amazing setup. This is what we call #Piratethinking. Bravo!!
Update five days later.
The YouTube hit is now at 22,3 million views…. and climbing. Will we get 100 million views on this video by June?
Two more examples of similar experiental marketing thinking (thanks, https://twitter.com/#!/HaavardSkjold)