Tag Archives: experiential marketing

by | Friday, October 18, 2024 · 2:00 pm

Taco Bell’s Retirement Community for the ‘Old at Heart’!

Taco Bell has very loyal customers – of all ages! And those customers who would like to try out a (perhaps) early retirement can now visit its new senior community called ‘The Cantinas’ – a daytime oasis for leisure and senior-oriented entertainment, but without requiring an AARP membership.

Yes, The Cantinas was open in San Diego, Calif., this past August for only a few very special days!  And by ‘senior-oriented’ we mean activities such as aerobics, golf, arts and crafts, plus pickleball matches. Along with your favorite Taco Bell food, drinks, and excitement.

As for it being truly for seniors, well, the entry age does start at 21 and does not have an upper limit. (The Cantinas only accepted membership applications from Taco Bell Rewards Members.) According to Taco Bell, The Caninas represents a place where all generations can come together and enjoy life.

Those who made the weekend cut could opt for either a day pass ($50) or a weekend membership ($150). The weekend membership included overnight accommodations and full access to dining, recreation and more. Day passes included full access to the grounds, dining, and recreation.

The Cantinas has a rigorous schedule of events, including Pickleball Dink & Drink, Cantinas Crochet Club, afternoon naps, lounging by the pool, bocce ball, early dinner, and of course everyone’s favorite pastime – Bingo! And with an 8:00 p.m. recommended bedtime, guests are well-rested for the next day’s set of activities as well.

Want to play pickleball before or after nap?

Group Activities and Discussion Questions:

  1. Discuss branding and experiential marketing. Poll students for their examples.
  2. Show the Taco Bell Cantinas site: https://www.thecantinas.net/
  3. A video of the experience: https://youtu.be/BY9dLt7DkzM?si=BR8LQe6hHU-H_xgG
  4. Divide students into teams: Have each team select a brand they enjoy. Next, have them design a new, experiential hotel for that brand.
  5. Have teams identify the target market and the marketing mix for their new experiential marketing idea.
  6. Debrief the exercise and vote!

Source: Advertising Age (9 July 2024). Taco Bell is opening an early retirement community for the old at heart; Lamour, J. (16 July 2024). Taco Bell is opening an ‘early retirement community’ for people of all ages. Today Show.

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by | Thursday, September 26, 2024 · 8:02 am

Follow that Boot!

It’s one thing to put up a billboard to get drivers’ attention. And some cars even have billboards and marketing messages on them. Think busses, taxis, trains with wrapping containing a message. We’re used to seeing that kind of marketing, and it certainly gets attention, but it isn’t exactly ‘engaging’ people and keeping their interest.

It’s on an entirely different engagement level though when you can actually get your product to drive down the street and greet people. Yes, folks, three dimensional rolling signs are what we’re talking about. Especially the L. L. Bean Bootmobile just in time for the fall’s hunting season!

Like its counterparts the Planters Nutmobile, the Oscar Mayer Wienermobile, and the Batmobile (ok, not the Batmobile but you have to admit it’s attention-getting), the Bootmobile travels around the nation bringing ‘surprise and delight’ where ever it goes – such as giving out free trinkets and buying ice cream for everyone at a local market.

It’s a unique promotional vehicle. The first of three Bootmobiles drove off the lot in 2012, racking up 350,000 miles and visiting 25 states. If it were an actual boot, worn by a person, that person would have to be 143 feet tall with a shoe size of 708. The body and engine of the boot belong to a GMC Sierra and uses 12-strand braided mooring rope for its shoelaces.

This boot won’t fit in a closet – perhaps a garage.

Group Activities and Discussion Questions:

  1. Poll students about out of home advertising. What do they see?
  2. What types of marketing outdoors gets their attention.
  3. Show the L.L. Bean Boot mobile website: https://events.llbean.net/index.html
  4. Video about making the mobile-boot: https://youtu.be/jsUxl_9AzeU?si=lX0RRy6W0rJjJwmA
  5. Take a look at Turtle Transit website: https://turtletransit.com/
  6. Show Wienermobile website: https://www.oscarmayer.com/wienermobile/
  7. Show the Nutmobile website: https://www.planters.com/nutmobile/
  8. Divide students into teams. Have each team select a consumer product that could use the branded vehicle promotion.
  9. Have teams design the vehicle and put together a promotional tour and schedule.

Source: Kurutz, S. (20 August 2024). A shoe that goes 65 mph. New York Times.

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by | Wednesday, January 3, 2024 · 7:01 am

Rom-Com now means Romance-Commerce for Walmart

Product placement has maxed out with Walmart’s new shoppable show.  Released in December, the 23-episode video series combines romantic comedy with shopping – two of our favorite things in one place!

The series, named “Add to Heart,” is available on TikTok, Roku, and YouTube. While watching, viewers can buy more than 330 featured items directly from Walmart. Each video is about three-minutes and has at least 10 shoppable items.

The plot? Well, it’s a typical romantic-comedy where girl and guy meet and fall in love. The series follows Jessica, who after losing her luggage while traveling, visits Walmart and bumps into an old flame. There are some twists of course. If this sounds like a Hallmark movie to you, you are right on track.

Almost every item in the videos – including fashion, furniture, and décor – can be found and shopped at Walmart. The company calls it a “fun, unique way for customers to be entertained while shopping for the great deals on top brands that they expect from Walmart.”

According to Walmart, nearly half of U.S. consumers say they have made a purchase through social media. This video series hopes to capitalize on that trend, as well as watching the series as a family for entertainment.

Sshhh… the show is on…

Group Activities and Discussion Questions:

  1. Show series videos: https://www.youtube.com/watch?v=bOM80Etqef8&list=PLs6zAwIMDe3POfn2wEXb5mOLmLwaJ1M0u
  2. Wall Street Journal video analysis: https://www.wsj.com/video/series/news-explainers/rom-com-meets-shopping-why-walmart-launched-a-shoppable-series/24941BEA-E081-41FB-A4C9-376446B54FA2
  3. OPTIONAL: Instructors might show an episode and buy an item in class. Students could also participate.
  4. Then, evaluate the entire process from viewing to receipt of products.
  5. What other companies might try this?
  6. Divide students into teams. Have each team select a brand and develop a one-paragraph pitch on how a similar tactic might be used.

Source: Riley, C. (1 December 2023). Walmart launches shoppable ‘Romcommerce’ series. Supermarket News.; Wall Street Journal. (4 December 2023). Rom-com meets shopping? Why Walmart launched a shoppable series. (Video.) Wall Street Journal.

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