This Air Wick Life Scents Pop-Up is a Full-On Sensory Experience
Rebecca Byers — March 26, 2015 — Art & Design
References: thetangential & clickz
The Air Wick Life Scents Pop-Up is an upcoming experiential marketing campaign to be held by the brand at the Mall of America in Bloomington, Minnesota. The event, to be held at the largest mall in the US, features a three-room house that individuals can walk through to experience the innovative changing scent collection.
Air Wick Life Scents Pop-Up is exclusive to Minnesota, an interesting tactic that is based on the brand's belief the event will gain adequate coverage on social media channels and will not need to be replicated or expanded to a tour. This emphasis on creating a single amplified event that creates a powerful enough connection with consumers they will share it on social media is innovative and cost efficient.
Air Wick Life Scents Pop-Up is exclusive to Minnesota, an interesting tactic that is based on the brand's belief the event will gain adequate coverage on social media channels and will not need to be replicated or expanded to a tour. This emphasis on creating a single amplified event that creates a powerful enough connection with consumers they will share it on social media is innovative and cost efficient.
Trend Themes
1. Experiential Marketing - Brands are using experiential marketing to create immersive experiences that connect with consumers.
2. Sensory Branding - Brands are incorporating scents and other sensory stimuli into their marketing campaigns to create a more engaging experience for consumers.
3. Social Media Amplification - Brands are focusing on creating single amplified events that create a powerful enough connection with consumers they will share it on social media.
Industry Implications
1. Retail - Retailers can use sensory branding and experiential marketing to create memorable in-store experiences that drive foot traffic and sales.
2. Hospitality - Hotels and resorts can use scent-driven experiences to create a unique sense of place and enhance guest experiences.
3. Consumer Goods - Consumer goods companies can use experiential marketing and sensory branding to differentiate their products and build brand loyalty.
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