Discussed in detail is how experiential marketing is a powerful effort both because of the personal connection it offers, and the residual "byproducts" of an experiential campaign. For example, the paper notes how an experiential effort can cause consumers to create their own viral, blog, and word of mouth messages after slightly participating in an experiential marketing event.
Using recent statistics, the paper demonstrates how every day the online gaming community is a much larger audience than that during such highly populated events as the Super Bowl. In direct comparisons, it shows how experiential marketing would be too unwieldy to use with such large groups, but how if used in video games common prohibitive factors are minimized.
The white paper is a free download on the web site of The Offices of Kevin Glennon. It is the newest in a series of papers that explore the use of traditional advertising tactics in interactive and new media. The URL for the paper is:
http://www.kevinglennon.com/articles/testdrive.htm
About The Offices of Kevin Glennon:
Kevin Glennon is a Boston-based creative technologist. He has consulted on projects for IKEA, Royal Caribbean, Guinness, Boston Public Schools, TheTruth.com, and many others. Each project team is led by Kevin, and assembled using the best professional consultants from all over the country.
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KEVIN GLENNON
The Offices of Kevin Glennon
