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EXPERIENTIAL EXPOSÉ
December 2008
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Welcome to UCG Marketing's Experiential Exposé!
In an effort to keep you updated on our most recent marketing programs and informed on the latest trends in the experiential marketing realm, UCG Marketing would like to introduce you to our "Experiential Exposé." Each month, we will invite you to take a closer look at our capabilities and ideas for your future marketing needs. We hope you enjoy our inaugural issue!
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NBC'S Newest Show
"CRUSOE"
This season's premiere of NBC's Crusoe series, an exciting drama portraying Robinson Crusoe's travels, occurred on Friday, October 17, 2008. NBC was looking for an attention grabbing, interactive experience to increase brand and schedule awareness, get consumers excited about the new family-oriented series and drive Friday evening ratings.
To draw the audience into a cast-away type experience, UCG designed and constructed the Crusoe Tree House, an authentic-looking tree house structure displayed just outside of Times Square. We cast our own "Crusoe" to live in the tree house for one week and broadcast the event live on the web 24/7.
Consumers were encouraged to become a part of the experience by visiting the micro-site savecrusoe.com, where they could vote on Crusoe's activity challenges and meal choices, leave comments, view trailers, enter a sweeps and of course, watch Crusoe's every move. Each online activity was logged and messaging, providing for a detailed understanding of consumer actions and preferences. Consumers were intercepted and provided with thousands of bags of popcorn, each branded with Crusoe messaging and premiere time.
In addition to reaching hundreds of thousands of live and Internet consumers, the event received enormous press coverage across television oriented magazines and web sites. Going up against a strong incumbent, NBC earned ratings resulting in 1st place in the 9PM slot and 2nd place in the 8PM slot.
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GUITAR HERO®
World Premiere Launch
 In an effort to build retail traffic and awareness around the launch of Guitar Hero's newest game, Guitar Hero World Tour, IGN commissioned UCG Marketing to coordinate and execute an interactive event at a trendy music venue in the heart of New York City where gamers could experience the new game in a unique setting.
UCG worked with Rebel NYC, a premier rock venue, to host the Guitar Hero World Tour Challenge, inviting gaming fans to unleash their inner rock star by experiencing all the new features that the game introduces to the Guitar Hero series.
Following pre-promotion efforts reaching thousands, event guests practiced their skills on demo stations and put their guitar skills to the test in the "Ultimate Guitar Hero" contest.
As a result, IGN was able to connect directly with consumers by listening to and watching their interactions and reactions to Guitar Hero World Tour! Check out the action at www.guitarhero.com. |
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 THE GREEN SCENE
Upwards of 35 million Americans regularly purchase products claiming to be earth-friendly, often paying a premium over existing brands. These 35 million Americans represent the cutting edge of household procurement habits.
The age group most responsive to green initiatives is represented by young adults, many of whom are influenced by their own young children. In addition, as primary household purchasers, women are receptive to green product positioning.
Who are the best "green" customers? Adults with the money to spend on a "Green" premium. In essence, the buyers prepared to pay an environment "tax" are people with discretionary income. As a result, the most promising products for "greening" tend to be at the higher end of the market. The most promising events for green products promotions include family oriented events and mobile tours.
In the US, children and teens are even more concerned than adults about the environment and are becoming increasingly more knowledgeable about green alternatives. Increasingly, they influence their parents' purchasing decisions. Equally important, millions of "Green Tweens" will reach adulthood in the next decade, and gain purchasing power of their own. At the opposite end of the age spectrum, US consumers born before the 1950s are the least "green". As their numbers diminish, their share of consumer purchases will dwindle.
HOW TO MAKE YOUR CAMPAIGN A LITTLE MORE GREEN
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Reduce fuel expenditures. Plan your tour calendar according to regions to reduce the amount of travel and thereby reduce the tour's fuel requirements and carbon emissions.
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Go Paperless. Incorporate electronic coupons and literature. Not only do you reduce the amount of paper used and reduce waste, but you may effectively track redemptions and create a long term consumer relationship through follow-up communications.
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Produce staff uniforms using organic cottons or sustainable materials, like bamboo. | |
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DID YOU KNOW?
A new study released by the Advertising Specialty Institute (ASI) found that it's not TV, print or radio that gets consumers' attention; it's your promotional swag! In fact, 84% of people remember a brand based on products they receive and 42% have a more favorable impression of that brand after receiving the item. Let UCG help you choose the perfect premium item for your brand during your next promotion and see the results!
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WE WANT YOUR FEEDBACK
What would you like to see in next month's Experiential Exposé?
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UCG Marketing is a creative and innnovative experiential marketing and promotions agency. We work closely with our clients large and small, to help create an emotional connection between their products and their customers, one that will transform customers from brand enthusists to brand loyalists! For more information please visit www.ucgmarketing.com or contact Glenn Morgan directly at gmorgan@ucgmarketing.com
Glenn Morgan Jeff Frumin
Vice President President, CEO UCG Marketing UCG Marketing
566 Commonwealth Ave. 19 Layfayette St.
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