Brand experiences make us say “wow.” They engage us in new and unique ways and transport us to another universe. Think Nike, Apple, Google and other leading hero brands. All serve unique brand experiences — whether it’s an in-store Genius Bar or simple user-interface. Moving beyond your typical hero brands, TOMS Shoes, Jim Carrey, IKEA, Livestrong and Miele deliver cutting edge brand experiences through events, websites, social media, mobile apps and outdoor advertising that transport, alter reality and engage us in fascinating new ways:
Event — TOMS Shoes
TOMS mission is to provide a pair of shoes to a child in need for every pair sold. The founder, Blake Mycoskie’s mission transformed the simple TOMS Shoes into a fashion symbol for change and sustainability among trendsters while gaining support from former President Clinton and other influencers. Aside from commercials and traditional advertising, Blake wanted to create a brand experience. To help consumers internalize the realities of children without shoes and help spread awareness that most children in developing countries grow up without footwear, he launched the One Day Without Shoes campaign. On April 8, Blake encourages supporters to take off their shoes, go to work, participate in walks and post videos of the experience.
Website — Jim Carrey
If there is one word to describe Jim Carrey, it’s versatile. From crazy animal trainer in Ace Ventura Pet Detective to psychopath in The Number 23 to hopeless romantic in Sunshine on the Spotless Mind, Jim Carrey is multi-talented and let’s face it, kind of weird. His website offers a glimpse into his brand — as a versatile actor and off-kilter, strange personality. The site is an exploration of his oddly beautiful mind — from heaven, purgatory and hell. Strangely, heaven is more disturbing than Jim Carrey’s hell. But then again, almost everything about Jim Carrey is unexpected.
Social Media — Ikea
Ikea’s in-store displays transport you to another world where you’re an uber modern hipster or Paul Dean’s Southern Style neighbor. The ultra Swedish brand wanted to bring that same in-store experience to social media. The result? Ikea launched a give-away whereby the first user tag their name to items in the Facebook gallery of home sets, won it. The contest spread like wild fire because it not only offered free furniture, it delivered an in-store experience in the digital world.
Mobile App — Livestrong App
Livestrong.com promotes healthy living through community, rich interactive tools and information resources. To bring those three pillars to mobile devices, Livestrong developed an iPhone app for $2.99. Within three weeks after launch, the app hit #1 for health applications — with 3k downloads per day and 600k total. That’s nearly $1.8 million in revenues. To top it off, the app has an astounding 10 minutes per session. Why is it so popular? With interactive tools, sharing and helpful information, Livestrong successfully delivered a highly branded, engaging user experience to mobile.
Outdoor Advertising — Miele
A billboard is expected. On your way to work, there are always the same billboards—with bright colors, maybe a catchy line that makes you smile. It’s mundane and boring. The German housewares manufacturer, Miele created a campaign that transformed a typically static flat billboard surface into so much more. To satirically demonstrate the power of their vacuum’s suction, they draped an actual hot air balloon over a billboard with their vacuum cleaner sucking the balloon into the the billboard.
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