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can make people stop dead in their tracks. " It's really about
delivering the unexpected. " Over the years, Spinelli has seen
marketers pull off a variety of stunts without mega budgets.
At Carvertise, Spinelli touts a recent activation where Visit
Springfield partnered with Carvertise on a vehicle swarm
near the NFL Draft Fan Experience in Kansas City's Memorial
Park. " The wrapped cars, which positioned Springfield as the
ultimate travel destination, were wow-worthy in their own
right, " Spinelli says. But Visit Springfield amped up the buzz
by inviting a famed Springfield native, " President Abraham
Lincoln, " to mingle with fans who surrounded the cars. " You
can bet that people were pulling out their phones to get
selfies with 'Honest Abe' next to the Visit Springfield cars, "
Spinelli says. And several news outlets showed up to cover
the event, adding extra buzz. Enlisting the help of an actor
to pull off the event was fairly inexpensive for the client,
according to Spinelli, " but the excitement was palpable. "
Tap into the power of gamification. Spinelli is a big fan
of incorporating gamification into experiential marketing
efforts. " Whether you're trying to win new customers or
engage the ones you have, games are an enticing way to
connect with people and improve your reach, " she says.
At Carvertise, a law firm client recently held a contest
where passengers who rode in their branded
Ubers could win money by clicking on a QR
code in the in-car marketing materials
and registering on the firm's website.
Other clients have run promotions in
conjunction with radio stations where
they could win prizes by taking a picture
of one of the cars and posting it on
the station's Instagram page. " It's a
big win for everybody if you can get
clients to interact with your brand, "
she says. Another example: Tom
Thumb/Albertsons sent a swarm of cars
featuring quarterback Dak Prescott to every Dallas Cowboys
home game last year, promising fans if they wore a Cowboys
jersey during their game day shopping trip, they would
receive 10% off their purchase. The result was an impressive
bump in traffic in the stores throughout the campaign.
Invest in professional development. " In the world of
experiential marketing, you're not necessarily looking for
old tried and true tactics - you want to be the one out front,
doing what's next, " Spinelli says. That's why she's always
made it a point to regularly attend trade shows like the
Experiential Marketing Summit to stay on top of the trends,
and she encourages her colleagues to do the same. " At
Carvertise, we thrive on driving innovation. "
Get in touch with Lauren Spinelli
at Spinelli@carvertise.com

evm_september-2023

Table of Contents for the Digital Edition of evm_september-2023

evm_september-2023 - Belly1
evm_september-2023 - Belly2
evm_september-2023 - Cover1
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evm_september-2023 - Cover3
evm_september-2023 - Cover4
https://www.nxtbook.com/accessintelligence/EventMarketer/evm_sb_october-2024
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https://www.nxtbook.com/accessintelligence/EventMarketer/evm_june-2024
https://www.nxtbook.com/accessintelligence/EventMarketer/evm_mrd_december-2023
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https://www.nxtbook.com/accessintelligence/EventMarketer/evm_september-2023
https://www.nxtbook.com/accessintelligence/EventMarketer/event-marketer-summer-2023
https://www.nxtbook.com/accessintelligence/EventMarketer/event-marketer-spring-2023
https://www.nxtbook.com/accessintelligence/EventMarketer/event-marketer-and-mrd-december-2022
https://www.nxtbook.com/accessintelligence/EventMarketer/event-marketer-fall-2022
https://www.nxtbook.com/accessintelligence/EventMarketer/event-marketer-summer-2022
https://www.nxtbook.com/accessintelligence/EventMarketer/event-marketer-spring-2022
https://www.nxtbook.com/accessintelligence/EventMarketer/event-marketer-and-mrd-december-2021
https://www.nxtbook.com/accessintelligence/EventMarketer/event-marketer-june-2021
https://www.nxtbook.com/accessintelligence/EventMarketer/event-marketer-september-2021
https://www.nxtbook.com/accessintelligence/EventMarketer/event-marketer-march-2021
https://www.nxtbook.com/accessintelligence/EventMarketer/event-marketer-december-2020
https://www.nxtbook.com/accessintelligence/EventMarketer/event-marketer-august-2020
https://www.nxtbook.com/accessintelligence/EventMarketer/event-marketer-june-2020
https://www.nxtbook.com/accessintelligence/EventMarketer/event-marketer-april-2020
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