Katherine Stone discusses a new campaign to promote the Mercury car in the US. Arriving unannounced at a coffee store, the promotional people bought everyone a coffee and let them take a look at, and talk about, the new car model. No big fanfare, no promotional speech, just buy a coffee and and let the product be talked about. For me, this type if experiential marketing, bringing the product to the customer sits some where inthe middle of the push-pull model. Not overtly interupting my activity, but present, giving a choice to interact instead of being seen as a pair of eyeballs/ears what does nothing but wait to be fed. Choice of participation or choice to ignore and just drink the coffee.
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.