Listening to Brendan Walsh of Mole Street speak about experiential marketing reminded me of when I was involved in a somewhat zany experiential marketing campaign of my own several years ago.
At the time, I was working as the Social Media Manager for a Lexus dealership in Allentown, PA. We became aware of some prime real estate available for a short term lease in downtown Easton, which is several towns over, and decided to create a pop-up Lexus experience. This space happened to be located in the former Crayola Experience store, and was right next door to the Crayola Experience itself.
Since we were forbidden from using the space as a retail sales location, and we only intended to occupy it for several months, it become a wildly creative space where we could really spread our wings and market Lexus in innovative ways. Since we were next door to the Crayola Experience, we attracted many of their guests who would enter our location out of sheer curiosity. We called our space the Lexus of Lehigh Valley Experience and our marketing consisted of Facebook and Instagram only – we relied on both the Crayola and downtown Easton crowds for most of our audience.
As Crayola’s neighbor, I decided it would only be fitting if we played off of that relationship. I had one of our Lexus CT hybrids stripped of all of the wax from the exterior paint. This left a perfect white surface for our guests to color (with Crayola washable markers, or course) all over the car. We would then post the pictures on social media and have our guests share their pictures and videos as well. At the end of each day, we’d wipe down the car and start all over the next day.
Since this pop up experience took place during the autumn months, we were able to capitalize on holidays such as Halloween and Thanksgiving, which led to some very artful drawings for the holidays. We even invited local artists to have their way with the Lexus, and shared their work with the world as well.
By December, the Lexus of Lehigh Valley Experience came to a close, but it had achieved its intended purpose – it allowed audiences to experience the Lexus brand in an entirely different way, and we were even able to drive measurable leads/traffic back to our dealership in Allentown.
All told, it was quite an experience!