Experiential Marketing and HBO + Bumble’s First Date Team Up – Commexis Cast – August 24, 2018

Today’s Commexis Cast is all about experiential marketing; what works, doesn’t work, how to measure ROI, and HBO and Bumble’s interesting team-up. The five stages of The Buyer's Journey. Experiential Marketing hits each step in different ways.

Experiential Marketing and The Buyer’s Journey

Experiential marketing touches on every stage of the buyer’s journey, but today is Friday, so we’re taking a look at the advocacy stage. So, your users are purchasing and hopefully in the retention process. Now, in advocacy, customer reviews, referrals to friends and coworkers, and a whole lot more are the “bread and butter”. But, using experiential marketing can strengthen interest from former and current users, as well as gain you many more.

Experiential Marketing in the Real World

Kerry Flynn on Digiday writes about Bumble and HBO’s team-up to create a date night for users of the services. About 65 attendees each day relaxed in a $30 million apartment in New York. The movie screenings include movies such as “Girl’s Trip”, “It”, and “Back to the Future”. Invites appear in the Bumble app for some attendees, offering encouragement to bring a special someone for a first date. Others, such as the 1,200 waiting at the door, merely showed up.

In our conversation, Maria and I agree that HBO and Bumble’s experiential marketing event worked wonders for creating special moments to be remembered. What is so impressive to me is the ability to create advocates out of individuals not in the buyer’s journey cycle. An attendee of one of the movies could have brand knowledge of both services while not currently using either. However, a social post at the event can broadcast that goodwill and enjoyment to all of their social media followers. Maria makes a fantastic point during our discussion: while ROI is difficult to determine, shareability and other metrics can be a window into the event’s success.

There are many factors to consider when deciding if experiential marketing is good for your business. But as Maria says, no matter how small, there’s always a way to do something simple and effective.

Today’s cast: Maria Antonelli (Commexis Managing Partner) and Matthew McGrorty (Commexis Videographer/Podcaster).

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Matt McGrorty

Videographer / Podcaster

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