Going Overboard With Your Experience In Marketing Activities

Could you be on the path to going overboard with your experiential marketing activities? When you associate with an experiential marketing company in the city, do you think that they have somehow misunderstood what you want your audience to experience in the first place? Of course, you want to be noticed and you want your brand to cast a very positive and strong impression on the minds of your potential customers. But in this effort are you going a bit overboard?

Let us take the example of Cadbury Schweppes. We will have to go a little backward in time in 2007 when the company had decided to run a 23-city treasure hunt. This was to promote their soft drink, Mr. Pepper. The price was a gold coin worth $1 million!

Everyone was as curious about its success as they were expectant about the damage that it would leave in its wake. The whole experiential marketing event turned out to be a massive failure. The treasure hunt was exasperating to begin with and the last nail in the coffin was the hint that the manufacturer had given to the players.

Somehow they got informed that the gold coin was buried in Boston’s historic Old Granary Burial Ground. After this contestants kept on showing up at the 347 year old graveyard to dig out the coin. The city authorities quickly closed the gates of the cemetery expecting it to become a rather messy affair that would desecrate the entire graveyard.

Bottom Line

The coin should never have been placed at such a site. When you are associated with an experiential marketing agency, it is very important to be considerate of human feelings. Nobody should be allowed to romp over graves in search of a gold coin. Period.