With UEFA Euro 2016 drawing to a close, we’re bringing you a round-up of the most inspiring football marketing stunts from all over the world. With England crashing out in spectacular style, stay inspired with some of our favourite stunts from this year’s championship. Here we focus on Carlsberg’s Euro party, Iceland Supermarket’s rebrand, Licor Beirão’s England apology and Coca-Cola’s Euro 2016 giveaway.
Carlsberg Hosts “Probably the Best Euro Party ever”
In a bid to maximise this year’s Euro’s and engage with football fans all over the world, Carlsberg Hong Kong hosted “Probably the Best Euro Party ever”, an invite only event in Hong Kong. Complete with virtual reality experiences, themed food, games and heaps of photo opportunities, Carlsberg hoped to unite football fans, beer lovers and gamers alike. Check it out here.
Iceland Supermarket Rebrands
Ahead of the England’s knockout match against Iceland, the supermarket temporarily changed its name to ‘England or Iceland’ at one of its Leicester stores. An interesting bond between the Supermarket and the Nordic football team was sparked when the team’s supporters began tweeting their congratulations to the supermarket for their performance. Throughout the tournament, the supermarket has been carrying out promotions to celebrate their new bond, with this rebrand being the latest.
Licor Beirão’s England Apology
In England’s pre-Euro’s win over Portugal, Bruno Alves’ flying kick in the face of Harry Kane was hard to forget. Many people won’t remember the advertising billboard from Licor Beirão which was on show behind the foul. In a cheeky marketing master class, the Portuguese liqueur company created an apology video to Kane, highlighting a hand-written apology and a bottle of liqueur.
Coca-Cola’s Euro 2016 Giveaway
As one of the official sponsors of Euro 2016, Coca-Cola wanted to put its fans at the centre of its advertising campaign, celebrating their passion by rewarding loyal fans with free match tickets and limited edition ‘merch’. With thousands of tickets up for grabs, Coca-Cola split them into batches of four so the winners could enjoy the game with their friends and family, and also gifted the winners with £400 to cover their expenses. As well as the prize giveaway, Coca-Cola celebrated the host nation by releasing a series of limited edition bottles that featured pictures of the French Euro 2016 team, a great collectable for any football fan!
Sofa Syndrome is watching life from your living room. From sporting events, live performances at festivals & concerts to watching people go on dates and even watching people watch TV! It is now a common part of everyday life, but why not turn-off the TV off and do something more invigorating instead. Our Neil Hooper discusses below….
Staying in and watching people go out does seem strange, but it does have its benefits. Yes it’s cosier, cheaper, comfortable and more convenient… but it will also never be the same as experiencing an event first hand. Is there a better feeling than being at a festival with all your friends, singing along with a crowd of 100,000 to your favourite song?
Those are the moments which cause you to say, “I was there when…”
StubHub is seeking to combat Sofa Syndrome and get more people off the couch and enjoying live events. From sharing the anticipation before an event to posting photos after the encore, StubHub has recognised that meaningful experiences have become our new social currency. By creating engaging environments that encourage social sharing, it hopes to inspire people into attending live events and capturing the moments that we can’t experience at home, i.e. #WhatLiveFeelsLike.
StubHub’s campaign is a microcosm for the UK and experiential is the perfect medicine. Everyone wants to look great. From selfies to vines, we’re now documenting our experiences and striving to create the perfect profile online. Experiential activations create shareable content and allow for greater on-site engagement. Giving attendees the tools to shout about their experiences enables you to reach people far beyond your event site and enable it to live on long after it has ended.
As StubHub states, ‘the best screen is live sized’.
In a bid to get people excited by live events, we’ve created our very own Periscope series that enables people to see behind the scenes at events, showing attendees that experiencing them live is much better than watching it at home. We play in the live experience, allowing people to immerse themselves in an event through engaging activations, and more and more brands are seeing this is a vital part of their overall strategy.
Take the Aviva Premiership Rugby Final, where we worked with StubHub to show attendees just ‘What live feels like’. We created a raised platform with the best view of the Twickenham Stadium backdrop and encouraged guests to pose with friends to create a 3D video, which could be instantly shared on social media. This allowed attendees to generate a unique 3D freeze frame of their day to drive envy amongst friends who were not at the event, as well as capturing the moment as a lasting memory.
You’re on your sofa watching an event whilst scrolling through peoples live posts on your phone. Do you keep watching, or do you put down the remote and book some tickets to go and see your favourite band??
The decision is yours.
This month we’re bringing you a round-up of May’s most 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: Samsung’s 837, Netflix’s Face Swap, KFC’s chicken flavoured nail polish and Jet Blue Cards Times Square billboard.
Located in the heart of New York, Samsung’s new flagship store, Samsung 837, is a digital playground which combines art, fashion, technology, and sport. In fact, it’s not a shop at all, it’s an experience. The 55,000-foot space houses a massive theatre screen, marketing centre, auditorium seating and a broadcast studio amongst a variety of other things. The purpose of this new building is to give consumers the chance to experience Samsung technology through a number of special events.
Netflix Face Swap
Face Swapping is a trend that is sweeping the nation and it was only a matter of time before brands began to jump on this bandwagon. Netflix is asking French fans to face swap with characters from their favourite shows, using interactive billboards placed around Paris, Lyon, Marseille and Montpellier. Passersby were given the opportunity to become icons from a number of Netflix series’ including ‘House of Cards’ and ‘Orange is the New Black’ by face swapping with the faces on the poster and sharing their creations using #NetflixSwap.
KFC has expanded into the beauty market… yes, seriously. Taking the phrase ‘finger licking good’ to a whole new level, the fast food chain has created a chicken flavoured nail polish. The campaign is designed to be fun and intriguing and to raise the profile of the brand within Hong Kong, so will it get the thumbs up? An online music video has been produced to accompany the project, inviting residents to choose their favourite flavour, the winner of which will go into mass production.
Jet Blue Cards Times Square Billboard
Jet Blue installed a digital billboard within Times Square which used Google Maps API and JetBlue’s active flight schedule to predict the time it would take for New Yorkers to get to a number of different locations. The first people to tweet the special hashtag, #2XASWEEPSTAKES to the @JetBlue Twitter handle were rewarded with a free round trip ticket.
Our head of talent, Kath Norris, recently caught up with Stand Out Magazine to talk all things staffing. From future trends to getting the best out of your brand ambassadors, Kath shares her top tips below…
How are you finding the events marketplace at the moment? How has the sector changed in the last 12 months?
People are certainly becoming more streamlined with their events. There is no room for excess and every penny counts. We have to work ever harder to ensure that everything that we do has a return. The last 12 months have seen a steady number of staffing requests, but for much more specific briefs, with very specific requirements. We don’t see many people putting on events for the sake of it. While our experiential campaigns, have had this type of requirement for some time, we are now seeing this kind of structured approach in every event that we do.
Have you won any new contracts lately?
We have been very fortunate to win a number of new clients over the last year or so. H&M, Haywards Pickles and Dorset Cereals were all big wins for us last year. We are really looking forward to working with all three again this summer. And we have several exciting new campaigns in the works currently, which we can talk about more freely once they go live. We’ve got loads of exciting activations planned for the summer that we can’t yet talk about, so watch this space!
Which events have you recently provided services/solutions to – what was the request? What did you provide? Anything “stand out” about the job?
This month we headed to EGX Rezzed with PlayStation to offer gamers the chance to experience exclusive previews of PlayStation VR and its latest titles. We transformed one of the striking vaults at Tobacco Dock into a fully immersive area where gamers could experience all the exciting new releases that PlayStation have on offer.
Clearly, Virtual Reality gaming is big news and everyone wants to get hand on with the latest hardware. Our staff have to be exceptional- very switched on from a technological and gaming point of view, but also able to walk a consumer through a step by step tutorial that requires patience and passion to deliver well.
What requests are you getting from organisers – any trends you are witnessing? What are they asking for?
In terms of staffing, more and more, we are required to adopt a chameleon approach. This means there has been n increase in the need for brand ambassadors that fulfil multiple roles. In short, a brand ambassador needs to be adaptable in changing environments, and they are asked to do much more dynamic and challenging roles than were prevalent, even a few years ago. The trick is to recruit well. Taking your time to find the right calibre of people who se energy and enthusiasm will take them a long way, and a very refined training regime from our team, ensures that we are as adaptable as our clients now need us to be. We want our clients to build trust in us, and our people, only then, can our field staff really deliver at their best. Equally, if the client/brand trusts the individuals, they are more willing to try new avenues, knowing the support will be there and that the results will follow.
How should organisers tap into that younger market?
Gone are the days when brands can just share any content on Facebook and that would be the job done. Youth today are savvy and used to filtering content. All branded content and touch points need to be considered strategically, however, we know from our own research that content shared from experience- i.e. a person sharing their own experience at an event or experiential activation, is much more likely to be shared and more importantly, much more likely to be regarded by that person’s peer group and regarded as an all important recommendation of the brand.
This demographic moves at a pace, not really seen before. They have a short attention span. Organisers have to be willing to let the audience participate their way and influence and co-create the content if they really expect them to share it. We also need staff who represent this audience and understand how to encourage this behaviour in an authentic way.
What campaigns are you working on and what techniques are you deploying in order to engage with that younger audience?
Well as an agency that works a lot in technology, we aim to influence this audience a lot. We are always striving to find new ways in which we can capture their imagination. Sometimes this is through association with key influencers they like, other times it is by using amazing technology that wows them, like VR gaming and 360 degree video for example. Co- creation often grabs their attention, and at a simple level we like to entertain. If you can appeal to their current sense of humour, or a current culture, fashion, music trend then you automatically have a reason to talk to them and they have a reason to want to share the content you co-create- a win win really.
What’s the secret to engaging with millennials?
- They see through the nonsense of hard sells
- Expect fast engagement otherwise they’ll move on to the next thing before you get a chance to interact
- Has to be of the moment, there and then
- No longer engaging in long conversations so capture them quickly, then they will open up to longer dialogues afterwards
- Has to have the wow factor straight away to capture shorter attention spans, due to age group used to multitasking on multiple gadgets at once
What future trends do you see within the staffing arena?
- Brand ambassadors that specialise in sectors- the best of the best, that like be incredibly good at one type of event or vertical market.
- Key affiliations and tailored individuals
- Brand lovers – not forcing people to engage with a brand but sourcing staff whose passion already lies in the characteristics of the brand
- Circle Agency has a database of over 2,000 people and knows all their interests so at any point when a new brand comes on board we know exactly who to call upon (as incredible as this may seem, this is still not common practice and people still try and force square pegs into round holes)
- Staff should not be an extension of the brand, but individuals who share a passion and are willing to share their passion in order to encourage others to join in the experience
- Staff are NOT a commodity. They can and will make or break a campaign and sometimes- a brand. Brands need to be able to trust their staffing partner. And maintain direct content with the people who represent them day to day.
- Brand Ambassadors/event staff are people- they need to feel valued. Agencies and brands who make their field teams, feel valued, rewarded and nurtured- will reap the benefits.
Your best piece of advice for any organiser re staffing (something that an organiser probably wouldn’t know but should be aware of)
Know your audience. Who would they like to speak with/engage with- then choose your staff/brand ambassadors accordingly? Find a team of people who are passionate about what they do generally and the brand that you represent. Let them in on a brand secret or two (nothing that is going to cause a corporate melt down), just something to make them feel important, privileged, in the loop and ready to do a great job for you.
Then ensure that they stay passionate. Have fun with your team- keep them engaged. Some of our clients really go out of their way to nurture their event team. It doesn’t have to be a grand gesture. A coffee, muffin and a big old pep talk is sometime all that it takes- however, they are almost always more proactive, dynamic and we see stronger overall results as a result.
Read the full article on page 49 of May’s Stand Out Magazine here.
As we slide towards May, we’re bringing you a round-up of the months most 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: Porsche’s hologram print advert, Pepsi’s Music Underground festival, Sweden’s phone number and Airbnb’s Rio Olympics room.
Porsche’s Hologram Print Advert
Porsche is on track with its latest advertising campaign, following the creation of what it’s calling “the world’s first interactive hologram print ad”. In order to bring its latest 911 model to life, Porsche has created a hologram advert in Fast Company’s print magazine. The advert page comes with a small plastic prism and instructions on how to build it, and once assembled, the prism can be placed on top of a tablet playing a video from 911hologram.com, for their own personal 3D show. Technology is revolutionising advertising, and we can’t wait to see where it takes us next!
Pepsi’s Music Underground
Pepsi hosted its very own underground music festival in four subway train stations in Buenos Aires. Each platform was transformed into a stage and festival-goers could rock out for one night only in this brilliant secret venue. With only 1,000 tickets on offer, this event was part of Pepsi’s ‘Break The Routine’ campaign and was offered to fans who participated in a challenge to put music where there wasn’t music before. This event allowed Pespi to tap into the millennial market, and offer its customers a once in a lifetime experience, that they’re sure to never forget!
Sweden’s Phone Number
Thanks to the Swedish Tourist Association, Sweden has become the first country to get its own phone number. Now, anyone in the world can call Sweden and chat to one of its citizens, enabling people to learn more about the country from those who know it best. When someone calls, a switchboard forwards it to a resident, or “Swede ambassador”, giving them the chance to impart their knowledge about their country and culture. Here’s their number, call them maybe?
Airbnb’s Rio Olympic Room
Airbnb is offering customers a once in a lifetime experience- the chance to stay in a bedroom inside the Rio Olympic Arena. The arena has been created especially for gymnastics events, and the room has been inspired by this sport and the all important gold medal. Complete with a gold bed, rubber floors, a hanging rope ladder, lamp rings and floor to ceiling windows over looking the competition floor, the lucky winner will receive an overnight stay that’s heard to beat!
What We Do
Where We Play
- Experiential- Why You Can’t Afford Not…
- On Track With Orbis Access
- The PlayStation®UK Future of Play Tour
- Talking Staffing With Stand Out
- ExpenseIt® Cafe Takeover
- PlayStation® at EGX 2016
- Sofa Syndrome: The Experiential Medicine
- MaxiNutition At BodyPower Expo
- We Think Inside the Box for H&M
- Welcome to the House of Bonne Maman
- MAXINUTRITION RUGBY 2015 CUP SUCCESS
- Spicing Up Experiential With Haywards
- Hyde Park’s StubHub Selfie Of A…
- O2 makes Bluewater customers its…
- Giving London Tri A Boost With Maxi
- Manchester City Playmakers back in…
With UEFA Euro 2016 drawing to a close, we’re bringing you a round-up of the most inspiring football marketing stunts from all over the world. With England crashing out in spectacular style, stay inspired with some of our favourite stunts from this year’s championship. Here we focus on Carlsberg’s Euro party, Iceland Supermarket’s rebrand, Licor […]
Sofa Syndrome is watching life from your living room. From sporting events, live performances at festivals & concerts to watching people go on dates and even watching people watch TV! It is now a common part of everyday life, but why not turn-off the TV off and do something more invigorating instead. Our Neil Hooper […]
This month we’re bringing you a round-up of May’s most 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: Samsung’s 837, Netflix’s Face Swap, KFC’s chicken flavoured nail polish and Jet Blue Cards Times Square billboard. […]
Our head of talent, Kath Norris, recently caught up with Stand Out Magazine to talk all things staffing. From future trends to getting the best out of your brand ambassadors, Kath shares her top tips below… How are you finding the events marketplace at the moment? How has the sector changed in the last […]
As we slide towards May, we’re bringing you a round-up of the months most 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: Porsche’s hologram print advert, Pepsi’s Music Underground festival, Sweden’s phone number and Airbnb’s […]
- Claire StokesManaging Director
- Neil HooperCreative Director
- Kath NorrisHead of Talent
- Andy MacDonaldProduction Manager
A regular speaker on Experiential in the UK and overseas, she is a Business Leader of the Marketing Society and sits on the steering committee for the Institute of Promotional Marketing’s Experiential Marketing Certificate, acting as a lecturer and course contributor. Claire has consistently featured in EVENT Magazine’s list of the UK’s 100 most influential people in the Event Industry.
Neil’s primary role at Circle is to oversee all of the creative and digital output of the agency; collaborating with strategy, account and creative teams to deliver integrated solutions that strategically align to client objectives.
Kath has successfully profiled and matched 1000’s of staff to our client’s campaigns- ensuring that each individual is carefully selected to deliver against the campaign brief. She demands more than a standard promotional performance from her team- she expects nothing less than the very best; insightful, educational and informative dialogue that ultimately drives conversation.
Andy’s role at Circle is to oversee the production and logistics of our campaigns, to ensure they are delivered to the highest standards every time. His experience in working across technology to FMCG products, is second to none and no project is too small or too big to not get Andy’s attention.
Andy has refined the processes at Circle to seamlessly blend them into our agency ways of working, delivering an efficient and streamlined service to our clients.