Experience the Message

MORE EXPERIENTIAL GENIUS FROM GIGUNDA

It must be awesome to have a client/agency relationship that Gigunda enjoys with P&G. Together, they are leading the great thinking in creating relevant, memorable and totally contextual brand experience.

Take Potty-Palooza, for instance. A public bathroom in Times Square brought to you by Charmin. Genius.

Or the Tide Clean Start program. Absolutely inspired (and inspiring) work.

The types of experiences that P&G is infusing their brand marketing with is truly revolutionary for a marketer -- like franchising Mr. Clean car washes, for instance. And the ideas that an agency like New Hampshire-based Gigunda is delivering are at the vanguard of that revolution.

So kudos to Ryan FitzSimmons, founder and chief executive of Gigunda, for opening a store/experience place for kids called Make-A_Messterpiece, where kids create art and crafts while getting dirty. So is it any surprise that this experience is "sponsored" by Bounty.

According to a Reuters newspiece:

The studio is the first of possibly hundreds of facilities that would allow Bounty to test new experiential marketing and support its advertising campaign that encourages simple, if messy, pleasures like sleepover parties.

While P&G doesn't own the 15,000 square foot studio in an upscale shopping district north of Chicago, the household goods manufacturer collaborated on planning and the Bounty logo and products are prominently featured.

Great work. Great idea. Welcome to the brand new world of brand experience.

THE NUMBERS LIE

For a few years now, the two advertising and marketing mediums that have been showing the best growth and acceptance is online marketing and experiential marketing.

So it's time to get down to brass tacks. The money may be flowing into Internet marketing, but the results have not. Can the same be said about experiential marketing?

According to this article:

Click fraud continues to plague online advertising, but many just want to sweep it under the rug. Radar Research managing partner Marissa Gluck calls it "the dirty little secret of the online ad industry that no one wants to talk about."

Perhaps that's because data released Thursday in a study conducted in July reveals that more than half of ad impressions and 95% of clicks in online ad buys were fraudulent. Gluck compiled and analyzed the findings published by ad optimization company Mpire, Seattle, Wash., with help from its AdXpose technology.

Nearly all the fraudulent traffic was hidden behind numerous layers of nested I-Frames -- ad units pulling ad content from other sources that can hide URLs and in-view data. The test shows significant impression fraud and URL padding in standard run-of-network (RON) online ad buys.

"There's an enormous amount of budgetary and impression waste taking place because of click fraud," Gluck says. "Ad networks, which have traditionally been seen as suspect, need to eliminate click fraud if they want to be taken seriously by advertisers."

EXPERIENCE THE MESSAGE SPEECH: PART 6

EXPERIENCE THE MESSAGE SPEECH: PART 5

EXPERIENCE THE MESSAGE SPEECH: PART 4

EXPERIENCE THE MESSAGE SPEECH: PART 3

EXPERIENCE THE MESSAGE SPEECH: PART 2

EXPERIENCE THE MESSAGE SPEECH: PART 1

RESEARCH WITH THE EXPERIENTIAL MARKETING FORUM

The Experiential Marketing Forum, in partnership with IMI International, is proud to announce the release of new Experiential Marketing Research.  We will be providing EMF members with monthly insights and perspectives on topics that matter most to experiential marketers around the world.

This research is designed to be relevant, timely and informative, IMI International's best-in-class insights will allow the Experiential Marketing Forum community to experience elements of the vast database of insights and best practices that IMI International has developed.

To download the XM Research, register for the EMF then login and download the PDF from the member's main page or from the File Sharing Center (EMF Research category)