15 Apr Donald Glover's Airdrop stunt at Coachella proves experiential advertising and marketing will get bolder with affect – Advertising and marketing Land
Artist Donald Glover (aka Infantile Gambino) used iOS Airdrop at Coachella to shock random festival-goers with a photograph of sneakers he created in collaboration with Adidas. Those that accepted the Airdrop obtained a free pair of the sneakers – with phrases and situations, in fact.
The fortunate recipients needed to signal a contract stating they’d put on the sneakers, attend the present, and hold the sneakers on all weekend. Experiential advertising and marketing in motion.
infantile gambino airdropped an image at coachella of his adidas collab and everybody who accepted acquired a pair of his unreleased sneakers… pic.twitter.com/JLKsmNb4LM
— jay ➐ (@THEGOODSlDE) April 12, 2019
Why we must always care
Glover’s Airdrop play comes at a time when experiential advertising and marketing is making waves. From Chanel’s Le Rouge Pop-As much as Refinery29’s 29Rooms funhouse, manufacturers are discovering methods to ask clients into their story.
However the artistic experiences are solely a part of the technique. In Adidas’ case, the model leveraged Glover’s celeb to affect an viewers that was already tuned in (actually). The Airdrop tactic was merely an surprising and pleasant conduit bringing followers to the product.
Earlier than launching an experiential technique, we must always take into account what assets are applicable and out there to rally consciousness and engagement. As a result of if there’s something we’ve discovered about tangible experiences, it’s that supply and notion will be every part.