For Experiential Marketers Facilitating Fan Interaction Post-event Is Just as Important as the Event

October 10, 2013

By Yasmin Melendez, director of committees and conferences, ANA

Grand Central Station is a hub of constant activity and experiential marketers flock to it to give away free samples and raise brand awareness with New Yorkers and tourists. On my way home last night, I walked past a group of ladies giving away a tiny pink package. As a native New Yorker walking a mile a minute, I did not have time to stop, but I grabbed the freebie and continued on my way to the bus.

After I had a chance to settle down, I checked out the package, which I first thought was a lip balm, but instead found a tiny pink Baked by Melissa Cupcake. I took a photo and shared it on Facebook and then I realized that the package itself didn’t shed light on the campaign background and purpose.                    

Without a reference, you would think the giveaway was to promote Baked by Melissa, a New York City bakery known for its bite-sized cupcakes. However, I remembered the pink van with the Ford logo and did some research online. This was part of a campaign by Ford Warrior in Pink  #LoveandCupcakes tour for Breast Cancer Awareness Month. Fans had a chance to meet with Gilles Marini, receive the delicious treat and support the Dr. Susan Love Research Foundation by buying one of Gilles' designed T-shirts.

This was no small event; it was a well-orchestrated tour to promote their cause and celebrity spokesperson, but there was no consideration given to the Ford brand or Warriors in Pink cause on the souvenir potential customers would leave with. As a result, I was unable to spread the word on the bigger cause and the support Ford gave it.  It was a missed opportunity to continue the fan interaction beyond the first, and only, bite.        


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