To ensure your events hit the headlines for good reasons only, here are examples of experiential marketing gone wrong — and the lessons you can learn from them.
1. Jagermeister’s poison pool party
A little smoke on the dance floor can add drama to your event. And if you’re having a pool party, you might want to recreate that atmospheric fog with liquid nitrogen.
…Or, you might not. While this idea probably sounded great when it was pitched for Jagermeister’s pool party in Leon, Mexico, clearly no one involved had completed high school chemistry. When liquid nitrogen mixes with chlorine, it displaced any present oxygen. The result? Asphyxiation.
Jagermeister’s attendees quickly found themselves unable to breathe. Meanwhile, the thick fog produced by the liquid nitrogen concealed those in distress — only adding to the problems. This disastrous mistake sent nine people to the hospital and put one person in a coma.
What we can learn: Always, always, always carry out rigorous health and safety before any activation — and make sure you have robust public liability insurance.
2. Puma’s bad taste Italy jersey shrine
Soccer fans can be religious in their fervor. Still, when Puma highjacked Ash Wednesday to launch its new Italy jersey for the 2014 FIFA World Cup, not everyone was thrilled.
The sportswear brand placed shrine-like displays on city streets in New York, Boston, Los Angeles, and Chicago, urging fans to kneel down before the jersey and #StartBelieving.
Puma claimed the decision to launch the campaign on the religious holiday was unrelated. According to their team, they chose the date because it was the first day the kits were worn in play by the Italia National Team.
What we can learn: Be aware of other events, holidays, and other culturally significant moments that might overlap with your experiential marketing campaign. Consider possible ways your activity could cause offense — intended or not.
3. Snapple’s fruit flavored flood
This one’s a classic, but well worth revisiting. Back in 2005, Snapple hoped to attract attention — and break a world record — by creating a 25-foot-tall popsicle in New York’s Times Square.
The frozen treat earned the company more attention than expected when it began to melt. On an 80-degree day in June, it’s hardly surprising that the popsicle was already turning to mush by the time it was lifted out the van.
Fire fighters had to be called in to close off streets and hose down the mess as parts of downtown Manhattan were flooded with kiwi and strawberry flavored Snapple.
What we can learn: When organizing outdoor events of any kind (involving frozen goods or not) check the forecast. Even the best laid plans can be threatened by the weather.
4. Betfair’s Octopus traffic chaos
Here’s another example of giant props causing chaos in public places — this time in London’s Oxford Circus. Gambling firm Betfair planned to use the giant octopus model to promote betting during the World Cup, but gained unexpected coverage when the lorry transporting the sea creature broke down.
The lorry became stuck at Oxford Circus, blocking the street and leading to rush hour traffic chaos. Betfair took to Twitter to apologize for the inconvenience.
What we can learn: To be fair to Betfair, this was an accidental publicity stunt and they handled it well, actually gaining some amazing coverage. However, it does demonstrate how the importance of reacting quickly to disaster.
5. Paramount Pictures’ bomb scare
To promote the movie Mission Impossible III, Paramount Pictures placed small red wired devices inside 4,500 LA Times newspaper racks. When the racks were opened, the devices would play the Mission Impossible theme.
Rather than causing amusement, the stunt caused alarm — customers were understandably concerned the devices were bombs.
In one instance, a bomb squad was called in to detonate the device — this was “the least-intended outcome,” as one LA Times official said.
What we can learn: Think your actions through. We all can get caught up in the excitement of an original idea, so get outside opinions. If necessary, clear any planned activity with the local authorities.
6. Smirnoff’s graffiti gaff
Vodka brand Smirnoff also failed to let authorities know about their experiential campaign — using steam jets and stencils to decorate a busy underpass in Leeds, England.
It used the ‘reverse graffiti’ technique, steam-cleaning grime off the walls in order to add slogans and motifs.
Despite using eco-friendly techniques, Leeds City Council deemed the activity as vandalism and charged the artist Paul Curtis (known as “Moose”) under the Anti-Social Behavior Act (see him at work below).
He was ordered to pay a cleaning fine of several thousand pounds, which Smirnoff paid on his behalf, with apologies.
What we can learn: Don’t presume your experiential activation will be met with amusement.
7. IBM’s chalk cock-up
The folks at IBM might be whizzes at testing computer programs, but they didn’t run a trial before launching a sidewalk graffiti campaign for the Linux operating system.
They used biodegradable chalk stencils to emblazon “Peace, Love & Linux” slogans and symbols onto sidewalks and walls in San Francisco. Unfortunately, the drawings didn’t wash off. The city ordered IBM to pay a $100,000 fine and about $20,000 in clean-up costs.
What we can learn: Having a trial run enables you to flag up any potential problems in advance of your activation. And if your activity involves any technology, gadgets or machinery, make sure you’re fully familiar with it before the day
8. Cadbury Schweppes’ graveyard treasure hunt
To promote its soft drink Dr Pepper, Cadbury Schweppes decided to run a 23-city treasure hunt. The prize? A gold coin worth as much as $1 million.
The drinks manufacturer published a clue hinting that the coin might be buried in Boston’s historic Old Granary Burial Ground. The 347-year-old graveyard is the resting ground of American Revolutionary patriots Paul Revere, Samuel Adams, and John Hancock.
After contestants started to show up at the cemetery, the city quickly closed it, concerned that it would be desecrated by treasure hunters. A spokesman for Cadbury Schweppes conceded, “the coin should never have been placed in such a hallowed site.”
What we can learn: Location, location, location. Always weigh suitability of your event’s site. The desecration of hallowed grounds aside, your activity could attract a lot of foot traffic, so be sure you won’t be treading on any toes.
Ready to read about some experiential marketing launches that didn’t fail? Check out our Q&As with experiential marketing pros at Airbnb, Lyft, PayPal, and more.
