Insight: Spaceandpeople – Experiential roadshows are on the rise

Experiential marketing roadshows are on the rise, Q4 saw an increase in the number of bookings across all Spaceandpeople venues.

Healthy living and health related products were particularly dominant this quarter. As bodybuilding and protein supplement experts USN demonstrated by taking their new ISOCO Coconut water across 5 venues in the UK with great success.

“We knew we had the product, but what better way to get it into the consumer’s hand, than to personally delivery it… we sampled to over 3,000 members of the public in one day and it was extremely effective.” – Chris Sweeney, USN UK Marketing Coordinator

Dairy producer Arla took to the road in order to promote their new “Best of Both” milk. Arla BOB aimed to reinforce healthy living with their natural and artificial free milk product. Other brands such as Benefit, Lucozade and Belvita also created effective experiential campaigns in Q4.

My Little Pony had their first ever experiential roadshow, starting off in St David’s Cardiff this quarter creating an exciting experience for young girls complete with Pony Passports to “Equestria”. This marketing roadshow allowed the children to have fun gathering stamps to complete their Pony Passports, participating in exciting activities such as face painting, colouring, a figurine play area and photo booth. The marketing objectives were to promote My Little Pony merchandise and the new mobile application; collateral included money off vouchers and a goody bag.

In other sectors Air New Zealand took over London Waterloo promoting their London to Los Angeles flights. The campaign was in conjunction with LA Fashion Week, which featured two bespoke dresses created from boarding passes and commuters were encouraged to scan the dresses using visual recognition technology to find out if they had won flights to LA. The campaign was very social media heavy, featuring the hashtag #RunwayToLA.

Social media integration continues to play an increasingly important part in Brand Experience.  Currys/PC World ran an activity at London Kings Cross to raise awareness of the launch of the new Samsung Addwash Washing Machine. The campaign was centred on the hashtag #NoSockLeftBehind, in which commuters entered a competition to win a cash prize by placing a Curry’s branded sock into the giant washing machine. The campaign also featured dancing acrobats emerging from the washing machine.

Venue spotlight: King’s Cross

Situated in the heart of London, King’s Cross has a weekly footfall of 1,190,017 and is a destination in its own right due to the level of high quality retailers within the station.

King’s Cross station is home to a variety of stores such as American Apparel, Oliver Bonas and The Harry Potter Store. This has caused an increase in commuter browsing and the station now has an average dwell time of 25 minutes. King’s Cross is also host to a number of gourmet eateries such as Leon and Wasabi.

King’s Cross hosts premium promotional space centrally located in the stations concourse covering a 15m x 6m x 3m area. This space has the ability to bring any experiential activity alive. If you would like more information on this station please contact us at brandx@spaceandpeople.com