Friday, 18 November 2011

London City brand experience event snowballs into online marketing success

Earlier in the month London City Airport approached MotivAction's brand experience team to engage with London city-types to make it their airport of choice when they’re thinking of heading off for some fun on the slopes this winter.

As you’d expect, the team here came up with a really lovely idea to install a giant snowglobe in the Jubilee Mall at Canary Wharf. Passers-by were encouraged to jump into our snow-filled paradise, pop on a few ski-wear props and have their photo taken by our very own professional photographer. These were then downloaded onto a computer and the entrant’s details captured so they can view a web gallery after the event.

There’s no doubt this was a success – those that got involved enjoyed a fantastic Friday lunchtime treat and the client felt their brand was properly represented. The biggest impact was probably made by the hoards of city workers that may have considered themselves to be ‘too cool for school’ to actually get in the snowglobe themselves. But this didn’t matter as they were absolutely crucial for promoting our message beyond Canary Wharf. They spent a good portion of their lunch hour taking pictures and video on their phones and spreading the message for us far and wide through Facebook and Twitter.

How cool is that?!

Posted by Andy Cording, Brand Experiences Account Manager, The MotivAction Group