It is always important that before you hire any experiential marketing services provider in the city, you have your primary and secondary goals and objectives clearly set in your mind. You can learn a lot from a very old experiential marketing ad campaign that took place in the year 1974.
The 10 Cent Beer Night
In the year 1974 there was a promotional campaign that was run by the Cleveland Indians to garner more attendance at an upcoming game which was against the Texas Rangers. The front office decided to offer fans beer on a very special price which was 10 cents only. For this much amount a game fan would get a 12 ounce beer in unlimited quantities. The usual price for a beer at that time was 65 cents. So, it was quite obvious that fans all over were not able to resist this offer.
But the result of this promotional event turned out to be completely unexpected. The bleachers got loaded and fans were out of controlled. Due to so much beer and the resultant effect of it on the fans the game event soon turned into a full on brawl. The authorities had to call a riot squad with tear gas to restore control. A lot of people suffered injuries and had to be hospitalized. Needless to say, that this experiential marketing event was a colossal failure. We need to understand that any event or promotional activity that does not have an end goal is going to fall flat on its face and the impact created from this failure is not going to reflect positively on your brand.
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