How do you select the right candidate from 1734
applicants? Heineken created a test to whittle down the final few in a
bizarre, but brilliant interview. The interviewees were put though some
unusual situations and secretly filmed. The films were then uploaded to
an internal portal where Heineken employees could vote for their
favourite. Not stopping there, Heineken then told the winning candidate
in an equally brilliant and unexpected way.
There is no brand attached to this but we just love the
idea! As part of a Russian music festival an 170 foot-long trampoline was
installed in a clearing in the depths of a forest. "Fast Track"
was designed to be a thoroughfare with a difference and it was clearly a huge
hit at the festival!
Earlier in the year we also came across this trampoline
concept entered into a Parisian competition to design a new bridge to cross the
Seine! Now that would be quite an experience!
What do golfers like more than anything? Judging by the 3,000 spectators who have already participated in HSBC’s experiential area at The Open, we’re going to say “a challenge”. One of the main attractions is a recreation of the infamous St Andrews Road Hole bunker where eager fans can have a go at splashing, digging or thwacking the ball back onto the green.
There are a host of activities in the HSBC area that allow the spectator to immerse themselves in the history of the game using “information pods” and iPads. They can also experience the present by attempting the bunker and toy with the future through virtual simulations which analyse their swing. An all round experience!
This experiential offering is working so well that a third of spectators on Wednesday lined up to have a go including big names such as Colin Montgomerie.
If we are talking brand experience then we can’t allow another week to pass without talking about the new “M&M’s world” mega store which has opened in London. The largest chocolate shop in the world puts Willy Wonka to shame with its gleaming colour scheme and fastidious attention to M&M detail. There are chocolate walls and M&M’s Beatles crossing a mock up of Abbey Road. Punters can buy M&Ms in every possible shape box and revel in handfuls of their favourite colours. The extraordinary development, backed by a reported £10 million investment from owners Mars, has brought all the delight of a Disney style experience to the world of chocolate.
We're ending this week on a real high, celebrating our latest award win! We've just heard that our recent 'High Speed Theatre' brand experience for Eurostar High Speed won the 'Event or Experiential Strategy Award' at last night's Drum Marketing Awards 2011. The competition was exceptionally strong, which makes the victory even sweeter!
You can check out the award-winning campaign that took place at the 2010 START UK Festival for yourself in this short video:
A full list of the winners can be found here. Congratulations to all involved!