Archive for January 2007

Hamleys is rolling out in-store overnight slumber parties as a product package aimed at high-end customers.  Previously, slumber parties were offered on an ad hoc basis as competition prizes for charitable and fundraising events.  This will continue, but now London’s most famous toy store can be considered by parents who are looking for an extra special experience for their children’s parties.

Source:  Marketing Week

Lunar Jim has been travelling the country visiting eight shopping malls and giving children the chance to meet him and see his space home, Moona Luna, first hand.  Tens of thousands of UK youngsters will take part in colouring activities and games, get their photograph taken with the ‘astronaut’, and be in with a chance of winning a family trip to Epcot Center in Florida.  20,000 event attendees will also be given a ‘Lunar Licence’, which entitles holders to two-for-one entry to some 150 UK attractions.

Source:  Incentive & Motivation

Time Warner Cable has opened its experiential ‘Home to the Future’ roadshow in New York City which allows consumers to try out a suite of services that will take the company’s competitors years to replicate.  Time Warner is showcasing the fact that it can now offer HD digital through set top boxes, a mobile phone that delivers live television, and ‘Startover’ – a video on demand technology that allows viewers to watch programmes that have already started in their entirety.  The roadshow will entertain New Yorkers for three weeks before moving on to 12 other cities across the USA.

Source:  Wall Street Journal

Sony Ericsson has teamed up with Radio 1 DJ, Zane Lowe to run an experiential campaign as part of his Home Taping Tour of the UK to support the launch of its new W950i Walkman mobile.  Users are being invited to upload their own re-mix, bootleg or original track and to stream other submissions and leave comments or a star rating.  Zane will be downloading all entries during his tour, posting a weekly top five chart and inviting a winner to play live with him during the final night of the tour in Manchester at the end of the year.

Source:  Sales Promotion

Adobe has recently completed a project which involved taking three giant inflatable domes on tour in a bid to demonstrate a new version of its Acrobat PDF creation solution to a target audience of ‘knowledge workers’.  A total of 5000 people were trained on an invite only basis with different sessions tailored to appeal to each audience group.  By moving through each dome, guests were treated to a journey of experience and product training.

Source:  B2Bmarketing

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