From March - May this year, we hosted our inaugural ‘Live brand experience masterclasses’ at The Groucho Club in Soho, London.
Guests included representatives from Qatar Airways, Heineken, Red Bull, Yakult and General Mills.
Joss Davidge, Director of the Unexpected, led the masterclass and discussed integrated marketing, live consumer technologies, social media and content generation using various examples of live brand experiences from around the world. Anna Bradshaw, Business Director, also contributed to the class with a particular focus on the importance of detailed campaign planning and measurement.
Interactive elements included identifying “rave” or “revenue” campaigns by donning either a bowler hat or brightly coloured Shutter Shades, and the opportunity to try out event technology including Oculus Rift, drones and a 3D printer. Guests could take away their own virtual reality headsets, too.
Due to the success, we are holding further masterclasses in September, October and November.
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.