#TimsDark Booth seems to be the latest in a list of commercials by Tim Hortons promoting Dark Roast coffee using experiential marketing. I thought this was a good opportunity to examine current uses of experiential marketing.
What is Experiential Marketing You Ask?
Experiential Marketing is when consumers form a personal connection with a brand by being engaged in a brand experience.
#TimsDark Booth creates curiosity among the public the black box is located across the country with only the words, “get into the dark” written on it. People are asked what they think dark roast would taste like, often giving negative reviews without having tried the product before. By trying Tim Hortons dark roast coffee in the dark, the consumer is able to focus the experience solely on taste.
Check out the video for #TimsDark Bus below:
What about Other Examples?
Molson Canadian uses the tagline as the backbone to the company’s marketing efforts. This ad portrays various people attempting to open the Molson Canadian beer fridge saying I am Canadian in different languages. This ad shows multiculturalism in Canada while consumers are interacting with the product.
Gaining access to the Molson fridge becomes a challenge where consumers must interact with each other and the branded Molson fridge in order to receive the product. The main purpose of Molson’s experiential marketing is to get people invested in what is being sold.
Click here to find out why The Globe and Mail thought this ad was effective.
CHECK OUT THE CANADIAN PASSPORT BEER FRIDGE VIDEO BELOW
Why is This Important?
Companies are able to interact with the consumer on a personal level while promoting the brand image and its core values. In the end, Experiential Marketing is a good way to gain customer retention and build brand loyalty.