Experiential Marketing

With the explosion of new media outlets (cable, satellite TV and radio channels, Internet, cell phone), it is increasingly difficult to influence or educate consumers through advertising or public relations alone. EnviroMedia Social Marketing uses experiential marketing to deliver marketing messages directly to consumers in their own community. We go where they go—shopping malls, schools, churches, sporting events, concerts, county fairs and rodeos—to deliver unforgettable brand experiences.

We’ve incorporated a fleet of cool-looking vehicles that transport our well-trained staffers, displays and incentive items to each event. These vehicles are wrapped with eye-catching campaign advertising to attract attention on the road. The vehicles also serve as “spectacles” at events to draw in target audiences, as well as photo-friendly backdrops during news conferences and events.

VOTEXAS

The Office of the Texas Secretary of State needed to inform Texas voters about new electronic voting equipment in a way that a broadcast spot or media event could not address. So EnviroMedia took the new equipment to Texas voters. During the 2006 spring and fall election seasons the VOTEXAS mobile, a 33’ wrapped RV, traveled thousands of miles to 25 Texas cities with live voting equipment and an online demonstration. We introduced everyone from students at Texas A&M International University in Laredo to revelers at the Texas-Oklahoma Cotton Bowl game in Dallas to new equipment specific to their county. The tour events also served as media relations opportunities with print or broadcast coverage at every stop.

  • 34 tour stops
  • 9,000 miles traveled
  • 500,000 audience impressions
  • Smooth rollout of new voting equipment

Nobody’s Waterproof

We did what no one else has done before. We conducted a first-of-its-kind lake safety campaign on the waters and shores of LCRA lakes. LCRA needed an innovative, engaging tactic to reach young men—the people most likely to drown on the lake. We knew the campaign couldn’t be preachy or appear to be connected to law enforcement. We designed an outreach plan to drop in on the target audience while they were boating and swimming. We deployed a staff of specially trained lifeguards on a campaign-outfitted boat loaded with lots of gear usually associated with a party afternoon on the lake like music, water guns and floating noodles. The staff motored through party coves to challenge boaters to a safety trivia and other games. We also engaged shore swimmers and LCRA park patrons launching boats.

  • 6 tour stops
  • 1,200 safety pledges from patrons
  • 10,000 consumers reached
  • Nobody’s Waterproof success slated for franchising on other Texas lakes

Don’t Mess with Texas

What better way to educate consumers about litter than to have them clean it up themselves? Consumers in every Texas media market experienced the Don’t Mess with Texas brand via Trash and Treasure Hunt litter cleanups in summer 2006. The experiential marketing events involved vying for Southwest Airlines tickets by searching for specially marked trash as they picked up regular roadside litter. Some consumers raced around prescribed cleanup areas collecting litter for the chance at a prize, while others played litter-themed games to learn and win.

  • 10,000 miles traveled
  • 24 tour stops
  • 5,000 pledges to not litter
  • 10,000 bags of litter collected