The Experience Revolution: Maker Marketing
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The Experience Revolution: Maker Marketing
What drives loyalty? 13
E M O T I O N
EMOTION + BRAND EXPERIENCE 23
Interacting with something creates a neurological response !
Response creations emotion !
Emotion produces stronger feelings of attachment !
Attachment produces brand-loyal customers
It’s not about giveaways and swag !
It’s about how you made them feel !
Did you capture their imagination? Did you inspire them? !
This is drawn directly from the maker movement which thrives on !
Inspiration. Creativity. Creation.
Launched at SXSW 2012 !
Drove traffic to booth and game sign-up via special SXSW-only game
!
40K sign-ups in 3 days—crashed the servers
Hackable badges, assembled in booth SXSW 2014, World Maker
Faire New York, Maker Faire Rome !
In partnership with Atmel !
Largest booth attendance ever !
Drove increased web traffic and sales
!
Highest degree customer satisfaction
Other examples: !
Suntory and CNC ice cubes !
Ex Machina and Tinder profile !
Nike and Chalkbot !
Oreo and Trending Vending !
Coca-Cola and Open Happiness
Questions that will be answered: !
What makes a good experiential campaign? !
A lot of these examples are at events. Does it have to be limited to that? !
What separates maker-inspired experiences from “shock marketing”? !
What do we need to consider to implement this kind of campaign? !
We don’t have someone who can make widgets. Who does that kind of work?
!
Why should we put the effort into this kind of campaign?
Make something awesome.
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