Lights? Check. Cameras? Check. Commercials? You got it.

The 84th annual Academy Awards were nothing short of memorable and left us with the spirit of that old Hollywood glamour. The glitz, the ads and the magic of cinema make up what is perhaps one of my favorite nights of the year.

According to Mashable, “Social conversations have taken on an increasingly important role in the 2012 awards season.” Even before the show, the Oscars red carpet received attention not only from viewers but from followers on interactive platforms all over the world, who noticed the stunt pulled by Sasha Baron Cohen a.k.a “The Dictator” on Ryan Seacrest, with the hopes of promoting his new film. A Twitter account that goes by the name of @AngiesRightLeg was created minutes after the star paraded herself into the stage and struck a pose that left everyone wondering “What’s up with Angelina Jolie?” The Muppets, Cirque du Soleil and Diet Coke were just a few of the world renowned brands who combined their presence at the awards ceremony with a unique twist on social media.

But alas, let’s hit the ads. From Diet Coke’s tailor-made campaign for the Oscars, Ellen Degeneres’ much talked about endorsement for the (newly refreshed) JCPenny brand, here are More than Branding’s favorite spots of the Academy Awards 2012:

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Diet Coke

Title: ”Hollywood”

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Johnson’s Baby

Title: “You’re going OK, Mom”

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JCPenny (or now simply JCP)

Title: “Ellen: 50′s Wake-Up”

Title: ”Ellen: Roman Returns”

Title: ”Ellen: Western Coupons”

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Hyundai

Title: “Modern Life”

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Mercedes-Benz

Title: “Art- The 2013 SL Roadster”

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Kraft- Macaroni & Cheese

Title: “Diamond Jubilee”

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Apple

Title: “iCloud Harmony”

By Maria Elena Moré

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Connect with More Than Branding on Facebook and Twitter (@MTBranding)

 

There is a universal truth that stems from the most essential belief in psychology: we learn from experience. And that same principle applies to marketing. The way a brand functions and the feelings it evokes within us are vital to the ultimate perception we possess of it.

As markets oversupply, the process and methodology through which we communicate a product’s attributes is just as important as coming up with those specific attributes. Focusing on delivering experiences is an ideal way of developing relationships and bonds that enable brands to grow over time.

As the name implies, experiential marketing refers to the customer experiences with a brand, product or service that allow users to interact in a sensory way. It triggers motivation more than any other channel of communication and instigates word-of-mouth. Brands that excite people have more strength in the subconscious level of the mind since it stimulates the neural region that makes decisions.

What are some of the benefits of implementing an experiential marketing strategy?

• Generate awareness
• Create an emotional connection
• Develop positive perceptions
• Show off its attributes
• Gain credibility
• Guide preferences
• Stimulate purchases

 

If you are interesed in implementing this sort of approach, start off by asking yourself: is my brand exciting, exhilarating, fun, relaxing, stimulating, etc.? Which sort of associations will I stir up in the mind through this stunt?  Will the experience impact the human senses? (sight, sound, scent, taste, feel) If so, which? How will it make people feel? Would they want to use the brand?

To kick-off the week, More Than Branding brings you 11 examples of experiential marketing at its best:

NATIONAL GEOGRAPHIC – “Augmented Reality”

ASICS- “Run with Ryan”

MERCEDES-BENZ – “Looks fast. Even in park.”

SPANAIR – “Unexpected luggage”

TROPICANA – “Brighter mornings for brighter days”

COCA-COLA – “The Coca-Cola friendship machine”

FOX CRIME – “Interactive Billboard”

GRANATA PET STORE – “Snack Check”

VOLKSWAGEN – “The fun theory”

HARPER COLLINS – “This dark endeavor”

BAR AURORA & BOTECO FERRAZ – “Drunk Valet”

 

By Maria Elena Moré and Katy Capriles

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Connect with More Than Branding on Facebook and Twitter (@MTBranding)

 

No car company exemplifies the concept of innovation and transformation like Mercedes-Benz. As I often mention, with purchase comes transfer of brand values. You immediately embody the qualities that define a symbol. A Mercedes is not just any automobile purchased by a customer, it represents a change and evolution within a man. Call it a sense of accomplishment. The feeling of self-worth. The act of self-improvement.

The new Mercedes-Benz CLS and its TV spot hit that philosophy instilled by Karl Benz more than 125 years ago right on the mark. Not only does the ad give us a look into the new model (which is simply stunning to say the least), but it brings to the table that concept that I absolutely love about brands: the art of transforming those who own it. Just as a Mercedes-Benz model changes and improves through time, so does man.

 

By Maria Elena Moré
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Connect with More Than Branding on Facebook and Twitter (@MTBranding).

 

Mercedes-Benz has lots of reasons to celebrate.

As the brand reaches its 125th birthday, the folks of Daimler launched a new commercial reminiscing on the invention of Karl Benz many years ago- the birth of the modern automobile. The ad also reinforces the innovative and pioneering spirit that is associated with the brand.

For those of you who admire this global icon, I honestly recommend reading it’s history, it’s simply fascinating. It’s the spirit of vision, class and non-stop creation all rolled into one.

I leave you with the spot, enjoy!

By Maria Elena Moré
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Connect with More Than Branding on Facebook and Twitter (@MTBranding).