Category Articles

SCHOOL HAS LAUNCHED

If the New York Times says it, you know it’s true: I and my partners have launched a new agency in Boulder called School. Check out the pretty epic NYT article here. I am honored and stoked to be working with Joe Corr, Shane Kent and Ryan Nikolaidis on our adventure to add meaning, purpose […]

TV SPOTS ARE “TRAILERS FOR EXPERIENCES”

Finally, someone has said what I’ve been hinting at the past year: TV commercials are becoming either recaps of experiences (like the Hyundai test-drive spots, for instance) or trailers for experiences. The days when a spot can carry the message are over, because the experience is the message. Check out this interview with Shiv Singh, […]

THE VENUE IS THE EXPERIENCE: AWESOME SPORTS EVENTS

This is a crazy cool pictorial of some of the most interesting and “experiential” sporting events ever. What caught my attention was that the venue is in itself an experience, but the action itself is not. In fact, the actual sporting event is practically irrelevant — it could be a football game, a hockey game, […]

HUMANISM IS THE NEW MARKETING

When the New York Times conducted a study on the reasons why people share news among each other, a ray of light into marketing may (or may not) have been released. You see, according to this study, the five reasons why we like to share digital content rely more on our humanity than digitization and ease-of-use. […]

APPLE’S EXPERIENTIAL SECRETS REVEALED!

Well, sort of. Here’s a great paper from “customer experience authority” Mike Wittenstein. He’s good folks. Solid thinking. You should get the report here and read it thoroughly.

ADVERTISING HAS A FORK STICKING IN IT

Even Al Reis says advertising is dead in this long but rather good (for Al Reis) article in Ad Age. Why is it dead? All you have to do is read the last two sentences of the article: As a brand expands into different varieties and different categories, the brand itself loses its ability to […]

SCREEN-BASED MEDIA IS GAME-FOCUSED

In support of the (obvious) contention that the only experiential screen-based media is game-centric, here’s a quick reminder: John Riccitiello, CEO of Electronic Arts took the stage at the Ad Age Digital conference to make a pitch to advertisers: in terms of reach, games are bigger than all forms of entertainment, even and especially TV. […]

BRINGING VIDEO GAMES TO LIFE?

Sony has rolled out a live scavenger hunt to promote its game title Gran Turismo 5 "in which 12 teams of two participated, ending in an all-out party where the winning team was announced. Dedicated gamers ran around the city, searching for Lamborghinis, Ferraris, Audis and Teslas at historic locations like the Golden Gate Bridge […]

AN INSIDE LOOK INTO EXPERIENTIAL

Great article in Ad Age today about the Hyundai Uncensored road show, which "aims to turn locals into Hyundai fans by putting them behind the wheel of a Hyundai Sonata, Toyota Camry or Honda Accord, taking them through their paces with a course consisting of hairpin turns, evasive maneuvers, high-speed straightaways and conditions that mimic […]

A CUSTOM VETTE: DAMN, THAT’S EXPERIENTIAL

We can appreciate that car-buying is a highly experiential endeavor. I mean, you really need to feel the car before you buy it. So it's especially important that the marketing needs to be as experiential as possible. A relatively straightforward way to make any marketing into experiential marketing is to make personalization a cornerstone of […]

CAR BUYING IS NOW A ONE-TO-ONE EXPERIENCE

According to this Ad Age article, the car-buying experience is set to become a hyper-personal thing…at least for the new all-electric Leaf from Nissan: Those who buy a Leaf when it becomes available later this year will be in for quite the one-to-one marketing experience. This is not a car that can be plugged into […]

NISSAN UK DITCHES ADS, GOES EXPERIENTIAL

Thanks to a heads-up from Keith McIntyre, UK's Marketing is reporting that "Nissan is shifting its communications strategy away from traditional advertising, towards a greater emphasis on experiential marketing…. It follows the marque's decision to become the official automotive partner of The O2, replacing BMW, and the announcement that it is to set up an […]

THE HOLY TRINITY: DIGITAL, EXPERIENTIAL AND TRADITIONAL

One of the reasons that I joined Crispin Porter + Bogusky is because it is a traditional ad shop that has wholly adopted the digital medium as its main focus, using social media to drive campaigns rather than the other way around. I am a fervent believer that the future of experiential marketing lies with […]