Volkswagen Uses Experiential Marketing in new ‘Eyes on the Road Cinema Stunt’ campaign
Mobile use is the leading cause of death behind the wheel. In order to make this fact clear to their audience, Volkswagen has successfully used experiential marketing via proximity-based devices to communicate this message and increase engagement.
We frequently see proximity communication also known as location based communication, being used in retail stores to enhance a customer’s shopping experience. However, Volkswagen have very cleverly given a new spin on experiential marketing and given it a stronger definition.
Summary of how Volkswagen use experiential marketing to illustrate the danger in using mobile devices while driving
The “Eyes on the Road” campaign was held at a Hong Kong cinema where a driving advert was shown on the screen. The driver in the advert is embarking on what seems to be a long and tedious journey.
The campaign, then uses location based messaging to send a message to everyone in the cinema. Just as the cinema visitor take their phones out from their pockets and open the message, the car crashes on the screen!
Among many other things, this campaign bridges the gap between mobile and the physical world. It proves that the use of experiential marketing and proximity marketing are very effective in immediately engaging audiences and enhancing their experience.
Companies like Volkswagen that embrace experiential and proximity marketing are able to directly reach their target audience with relevant content. Information that is clear and concise is sent to smartphones and is highly unlikely to be labelled as spam messages by customers.
Perhaps this campaign can be seen as a step in the right direction using proximity communication to create an experience for the users. It may also be seen as an inspiration for companies that want to focus on audience engagement in their experiential marketing campaigns.