Experiential marketing activations have become a major promotional strategy for brands. From pop-ups at festivals to demos at stores, giving consumers a firsthand look at a company has proved to be successful. Engagement marketing is also huge in the film arena, as seen by Experiential Supply Co.‘s efforts in promoting the new movie, Smallfoot! They just produced “The Small Foot Yeti Village” that created a lot of buzz in Hollywood!
The Warner Bros. film Smallfoot hit theaters September 28th, and Experiential Supply Co. created a fabulous, mystical activation on the corner of Hollywood & Vine that was free to the public. Perfect for kids, this 40-minute, climate-controlled, 2-level walkthrough experience provided unforgettable photo moments, arts & crafts, and games! There was even a “snowball pit”, a 20′ spiral slide, and other film themed activities.
The highly immersive, all-audience Yeti Village gave attendees an inside look at the two very different worlds of the Yeti & Smallfoot. Those walking through could uncover the myth-understanding between them in a hyper immersive setting. Home Business Magazine had the opportunity to sit down with Experiential Supply Co. and get inside scoop on what made this activation successful and tips on creating immersive marketing experiences.
HBM: Tell us about the Small Foot Yeti Village. How did it help to generate buzz and excitement about the movie?
ESC: “The Smallfoot Yeti Village was open for 35 days from August 12 – September 14, 2018. The free roaming adventure above and below the clouds delivered multiple Instagrammable photo moments, recreated film environments, and more. Thousands of kids and parents alike were able to walk into a winter wonderland right in the heat of the LA summer. On the last weekend of opening, there was a 4-hour wait as the experience gained massive buzz and helped the movie have a great opening weekend.”
HBM: Why did you choose an immersive marketing strategy like the village over other ways to promote the film?
ESC: “Immersive experiences are our bread and butter and what our company is known for. The Smallfoot Village was just one of multiple ways that Warner Brothers promoted the film. Our company pitched the idea and handled everything involved in the execution of this element of the campaign. Creating a way that kids could experience an animated film in such a big way was an important part of the success of the movie opening.”
HBM: What tips do you have for other companies looking to create their own immersive marketing experiences? What should they take into consideration
ESC: “To produce an immersive experience that creates buzz, awareness, and is set apart from the rest, the difference really is in the details. Having a proven team that knows to pay attention to every part of the user journey is vital. There can be no corner untouched and no person ignored. Also, making sure the definition of success for both the client and execution team is aligned will ensure a true high-five moment at the end of the project. Immersive experiences may not make sense for every brand or piece of IP, but there are many ways to bring a property to life, even in a smaller way.”
HBM: What other projects does Experiential Supply Co. have in the works?
ESC: “Be on the lookout for some executions of epic proportions coming in 2019. While we can’t let the cat out of the bag just yet, we have a number of exciting films and TV shows we are promoting that are in the works.”
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