PUMA: Experiential Marketing – using in store POS, display, design as the USP, P.O.D.; Mobile Engagement, delivering an experience. (Examples Coke, Nike, Bud at World Cup)
here is the link to the case:
http://www.warc.com.ezproxy.gvsu.edu/Content/ContentViewer.aspx?MasterContentRef=248ecdeb-3dee-4237-a260-2b55d9c8cc1a&q=Puma+in+store+technology&CID=A98506&PUB=EVENT-REPORTS
Read the case to understand what Puma did to redefine the customer experience. Then pick another brand like Coke, Nike, Budweiser at the World Cup or a major brand at the Super Bowl etc. and do the following: 1) analyze their current approach to customers 2) Make recommendations on how you could create transformational brand experiences for the brand you picked in the chosen environment. 3) Completely justify, support and defend you recommendations using advertising rationale, theory and practice. Push yourselves here with ideas that are not what has been done, but more focused on what could be done. Put yourselves in the position of an agency that has the client wanting customer experiences that differentiate them in their industry and aren’t just copy cat ideas.
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