Experiential Marketing Examples :The Las Vegas Coca Cola Experience

John Vachalek - 4.5.2011 2:00 PM

Experiential marketing agencies like Webolutions help clients connect with customers on a more personal basis. We create true engagement between brand and its customers. In an era of social media marketing and extreme word of mouth connectivity, this is critical.

Coca-Cola is consistently ranked as the most recognized brand in the world. As well, Diet Coke recently became the 2nd most globally consumed soft drink, beating out Pepsi.

In case you have missed our previous posts about experiential marketing, success in this marketing discipline demands a change in your advertising and marketing thought process. To succeed in experiential marketing, businesses must look beyond their product or service and focus on the overall “experience” of their brand.
 
If you visit the Everything Coca-Cola store in Las Vegas, you become truly immersed in the Coke experience. In this two-level, interactive Coke mega-store you can purchase Coke memorabilia, have your picture taken with the Coke polar bear for holiday cards, and even participate in a Coca-Cola tasting of their different soft drinks from around the world.
 
The tasting is a really neat experience with sixteen different flavors that include:
  • Lift Apple from Mexico
  • Bibo Kiwi Mango from South Africa
  • Krest Ginger Ale from Israel
  • Inca Cola from Peru
  • Sunfill Blackcurrent from Mauritius
  • Vegitabeta from Japan
  • Kinley Lemon from England
 
Most of us have grown up with the Coca-Cola experience marketing, from Saturday Evening Post to Santa Claus to the World Cu.
 
Even when visiting the Coca-Cola website Coke does not list the ingredients that make their product great (a product attribute). They do not advertise the price of a Coke (a product attribute). They do not tell visitors how convenient Coke is to buy (a service attribute). Instead, they focus on the overall, emotional connection of the Coke experience. 
 
At the Coke Website, you will find engaging content like, “Where will happiness strike next?” which links to a great video of the “Coca-Cola Happiness Truck.” You can visit the “Smile-izer” which lets you engage in a laugh experience beginning with, “Welcome to our big, bubbly collection of happiness.” They consistently focus on their brand’s emotional appeal.
 
How to use this Information
  • Ask yourself what you think of when you think of Coke? Close your eyes and imagine. 

  • I’ll bet what you saw wasn’t soda in a clear glass. I bet it was something else about the experience of Coke (the can, an ad or something else.)

  • Now, ask yourself what you want people to think of when they hear your company name? Ask yourself if you are providing anything special (beyond a good product and/or a good level of service) that would create that intentional, brand experience for your company? Are you?

  • Begin creating the vision. Begin changing how you think about your message and begin creating intentional experiences around your brand.

  • If you can use some help getting started, call Webolutions at 303-300-2640 and we can get you on the right track.

Are you effectively using Experience Marketing in your business? Please feel free to submit your brand experience below to share with others. Use this to promote your company and your brand!


Posted in Experience Marketing »



3 Responses to "Experiential Marketing Examples :The Las Vegas Coca Cola Experience"

John Says:
05/03/2011 11:45:15 AM
I think another company who does experience marketing very well is Corona. Its almost impossible for me to see one of their commercials with two people drinking cold Coronas on the beach and not be at least a little bit envious.
John Vachalek Says:
05/25/2011 8:02:53 AM
I am also a big fan of the Corona commercials with the beautiful beach, breeze blowing, birds flying overhead and the sound of the breaking waves. The bottles are cold with condensation dripping down. Yes, it just feels like you want to be there. They are not pushing the product and its qualities, just the feeling of being taken away to great moment, the experience of Corona. I also love their USP (Unique Selling Proposition) for their light product – “The only light beer that is a Corona”. So, simple and straight forward. Thank you so much for your feedback! John V - Webolutions
Kommando Says:
04/12/2012 1:12:17 PM
I think the Coca Cola example is excellent, but they have gotten very good at disguising their experiential campaigns. Thanks


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