Free parking. Free cupcakes. AND Free Pizza. Sounds pretty good, doesn’t it?! There’s just one catch: you’ve got to bust some moves!
Zumba, the dance fitness program taking the world by storm, orchestrated a funky experiential marketing activation this month that got people dancing in the most unexpected places.
From a booty shake in a car park to scenes reminiscent of Dirty Dancing in a coffee shop, the experiment was successful at getting people moving in unconventional locations.
We loved this experiential experiment from Zumba – it brightened people’s day and ensured a highly memorable experience for them, all whilst cleverly associating the fitness program with a feel-good factor.
And as a little extra, here’s another impromptu dance activation! An NYC subway was transformed into a dance party to encourage interaction on the journeys:
This activation reminded us of McDonald’s’ Pay With Lovin’ campaign, where customers could pay for their meals with a little dance on the spot, “I love you” phone calls to their mothers or by exchanging fist bumps with cashiers.
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.