We’re bringing you a round-up of the month’s essential experiential as we explore the most inspiring marketing from all over the world. With so many great campaigns to choose from, here we focus on our favourites: Jose Cuervo’s tequila fountain, A ‘Dam Fresh Heineken’ campaign, Heinz’s Chicago Dog Sauce and Perrier’s pop-up.
Jose Cuervo’s Tequila Fountain
The tequila producer Jose Cuervo installed a tequila-dispensing fountain in Los Angeles to celebrate National Tequila Day on the 25th July. People’s natural interest in free alcohol drew them to the installation, which was only in situ from noon until 6pm, to sip the liquid gold (after they had proven to be over the legal drinking age). The stunt aimed to embody the brand’s philosophy that people should ‘embrace the now’ and live in the moment because, after all, ‘tomorrow is overrated’.
Heineken’s A ‘Dam Fresh Heineken’
Heineken have targeted tourists in Amsterdam and reminded them of the brand’s origins in the city. Heineken used data taken from hotels and airlines to identify their target market and then targeted them through advertising. Heineken’s brewing process takes 28 days, so throughout the month before each traveller’s arrival in the capital city they were sent photos and regular updates using chatbots on Facebook messenger. They were also encouraged to tell the chatbot where they were looking forward to visiting in the city. Upon arriving in Amsterdam, a bottle of Heineken was waiting for them at the brewery, complete with the tourist’s name, flight information and a personalised map of the city.
Heinz’s Chicago Dog Sauce
If you ask any Chicago resident… hot dogs and ketchup don’t mix. To combat this, and to encourage the people of Chicago to sauce-up their hot dogs, the cunning marketing team at Heinz managed to trick people into adding ketchup by creating the new ‘Heinz Chicago Dog Sauce’. This ‘new’ sauce is, in reality, just the same ketchup which Chicago residents previously refused to use on their sausage-filled buns. The sauce was launched with a full campaign including print ads, out-of-home, sampling and limited edition bottles available for purchase. Sneaky.
Perrier’s Pop Up
The sparkling water brand, Perrier, created a pop up ‘Flavor Studio’ in New York to celebrate the launch of its new flavours; strawberry and watermelon. The Perrier Flavor Studio was launched with a party and all the Perrier passers-by could drink. The pop-up also featured a colourful ball pit, designed by artist Akacorleone, which was designed to represent the drink’s bubbles, and a different DJ played each day to keep the party going. As well as this, the experience included other interactive experiences such as a digital art station where users could create their very own masterpiece and have it screen printed on a bag.