Have you ever heard the term “Experience Brand”? In recent research conducted on behalf of our client, the Canadian International AutoShow, we came across this term, coined for brands that realize the importance of creating experiences, rather than just advertising messages.
Want an example of one company that’s doing it well? Coca-Cola launched a campaign in South America called Friendship Machines. A Friendship Machine is nothing more than a classic 2-for-1 offer from a vending machine. The clever idea? Each Friendship Machine was 11 feet high! So to take advantage of the offer, you need to collaborate with your friends to put the pesos in the slot. The team effort gets all to enjoy their Cokes that much more. Brilliant. What’s more, the Friendship Machines launched on July 20th, “El Dia del Amigo” (friendship day) 
in Argentina.
We just love thinking like this.
Ask yourself – what brand experience can you create?
