Guerrilla tactics: Amplifying attendance through experiential marketing & digital

By

Anthony Tattum, MD at Big Cat

& Nick Morgan, CEO at Big Cat

About Big Cat

• Big Cat Group was established in 2000

• 26 staff across 4 offices in UK, France &

Spain

• Cover all European territories

• Award-winning event marketing

consultancy

• 15 years experience in delivering high-

profile events and campaigns

• Highly skilled and experienced in sports

marketing & brand experiences

• Unique skill in utilising latest technology

and practices

Clients

“...an unconventional system of promotions that relies on time, energy and imagination rather than a big marketing budget.”

Wikipedia definition

Guerrilla marketing

Industry trends

• Experiential & digital needs to deliver results• New remit is experiential delivering footfall – not just cool content• Much more results/audience driven campaigns• Finding more clients want to share risk• A drive to innovation and entrepreneurism• The experience (event or social) is the campaign

• Lines are blurring between experiential, viral, social media and word of mouth

• Social media is now about building relationships not just about awareness

• Conversations about your event or product happen whether you like it or not

• Good marketing encourages the right sort of conversations

Trends

Marketing that works is marketing that people choose to notice

Seth Godin

19 millionThat’s the number of people in the UK with a social

media profile

“We're living at a time when attention is the new currency: With hundreds of TV channels, billions of Web sites, podcasts, radio shows, music downloads and social networks,

“We're all publishers now, and the more we publish, the more valuable connections we'll make.

“Twitter, Facebook, Flickr, Foursquare, FitBit and the SenseCam give us a simple choice: participate or fade into a lonely obscurity.”

Pete Cashmore, Mashable

And how to we evaluate them against our objectives?

How do we integrate thesocial web, experiential and

traditional media in our marketing plans?

Foster dialogue

Promote advocacy

Facilitate support

Spur innovation

Deepen relationships

Learn from the Crowd

Drive purchase/attendance

intent

Lovett & Owyang Merdough

Social web objectives Goals

How are agencies and brands stimulating word of mouth

Social

Twitter

Facebook

Blog

Flickr

CSI Social & Experiential

Experiential

Stunts

Competitions

Daily tasks

UGC

• CSI: The Experience opened at Europe’s busiest shopping centre,Bullring, in October 2009

• Biggest TV show in the world with an estimated global audience of

• Outdoor tactics took many forms in city’s busiest locations and throughout Bullring

CSI Experiential

• Developed a mechanic based on ‘taped off’ crime scenes

• Created crime scenes across the city

• Crime scenes appeared in public areas

• The Mall concourse was targeted and agents surrounded crime scene

CSI: Experiential

• opening of the exhibit and to generate the excitement and shopper awareness,

• it was promoted throughout the centre with ads on Bullrings digital screens, 6 sheet posters and escalator vinyls.

• However, the focus of the media coverage came in the form of Adlift, vinyl posters applied to the entire surface of lift doors

In a study of 530 people who attended a CSI exhibition were asked:

‘What influenced you to attend the exhibition?’

Friends Online Outdoor Newspapers Other0

5

10

15

20

25

30

35

40

Percentage

CSI Attendance Influences

63% were effectively driven to the exhibition by “word of mouth”

• “...my friends mostly, sometimes my family”• “My spouse is crucial and maybe my peers”• “...some blogs, friends on facebook, tweets and

generally browsing the internet”• “Online is one crucial avenue, and peers – their advice

is regarded...erm...as truth”• “...your friends can have a way of entrenching the

position and making it credible”

Influencers

CSI:Social Rollout

Case Study 2

• Launched to correspond with their Olympic partnership

• Doesn’t make any reference to chocolate

• Split the nation into two teams, the spots and stripes

• Sign up on the website to begin scoring points for their chosen team

• Encourage engagement through dedicated social platforms

• Enable friends to compete online and at events

• TV and outdoor ads in keeping with their online/offline theme

• Developing tribes • Building advocates by

recognition for participation

Cadbury on Facebook

Cadbury games and events

• Nacho Libra character

• Viral / Social mechanic

• Free travel if your name is Victoria

• 50% off if you send to Facebook friends called Victoria

• Supported by outdoor activity

Southern Trains

• Social provides influencers and builds communities

• Experiential provides opportunity to participate and live the brand

• Achievable objectives need to be agreed with clients

• Return on Influence is new ROI

Conclusions

Questions