Great Experiential Marketing: Porsche’s multi-sensory pop-up
We often come across experiential pop-up spaces in our pursuit for inspiring experiential marketing.
But this multi-sensory experience from Porsche definitely stands out for us.
The luxury car brand installed a pop-up sensory experience in New York, where visitors could immerse themselves in the stories and sounds of the luxury car brand’s heritage. The experience went by the name of “The Sound of Porsche”.
Once inside the space, visitors encountered rows of stations stocked with vinyl records containing bespoke Porsche playlists and video clips. As they delved further they discovered The Sound Lab Virtual Drive Experience - an immersive and acoustically treated room featuring a new 911 Carrera 4S Coupe. This served as a projection screen for a selection of driving experiences: urban drive; mountain pass; or racing rhythm. Upbeat music played out and moving imagery was projection mapped onto the car to give the sensation of a high speed drive.
A Design Corner allowed guests to get creative by drawing their vision of a future Porsche 911 to be in with a chance of winning a trip to the Porsche Museum in Stuttgart, Germany. They could use a series of acrylic templates as a guide which Porsche created specifically for this activation. Original design sketches were also on display.
Following the New York run, the activation will be visiting London and Shanghai in the near future. So keep an eye out Londoners!
Letting your audience experience and get a feel for your brand’s heritage is a brilliant way of making them feeling they are part of something special. Take a look at these other brand experiences which do exactly that:
With nearly 30 years of marketing experience, both client and agency side, I’ve acquired a rare perspective on brands and business: I believe you have to challenge things creatively if you want to grow sales. Consumer technology is reshaping our world, and it’s only the great brands that stay on the crest.