This document provides an overview of experiential marketing strategies used by top brands. It profiles Red Bull's Stratos skydiving stunt that broke two world records and engaged millions online. It also profiles Bud Light's "Whatever USA" activation that took over a town and invited influencers, generating hundreds of millions of social impressions. Finally, it discusses Mole Street's own DIY music festival "Molestice" that engaged the local community and garnered press coverage. The document emphasizes capturing content, clear goals, audience research, and trying unconventional ideas.

1. | 1
HOW THE BEST BRANDS AMPLIFY THEIR EXPERIENCES
THROUGH DIGITAL
@MOLESTREET @BRENDAN_MOLE

2. | 2
• Co-founded Mole in 2011
• Temple University alum
• Speaks Spanish
• Avid equestrian
• Bass player
• Owns 3 rag doll cats
ABOUT BRENDAN WALSH
KOKOS MAVI ASLAN

3. |
Mole Street: an experiential +
marketing digital agency
obsessed with enhancing your
identity through live events and a
strong digital presence.
Our belief: that unforgettable
interactive experiences are
replacing traditional advertising.
We specialize in producing top
level activations that leave a
positive, lasting impression on
your target consumer.
3

4. |OUR MISSION 4
Mole Street’s Mission :
Empowering others to realize their
greatness

5. | 5OUR CLIENTS

6. | 6WHAT YOU WILL LEARN
General Background on Experiential Marketing
Profiles of two top brands & how they use it
Video case studies of 4 activations
Data capture at events without hashtags

7. | 7WHAT IS EXPERIENTIAL MARKETING?
• It is a advertising strategy that directly
engages consumers; inviting and
encouraging them in an inentional way to
participate in the evolution of a brand,
whether online or in person

8. | 8WHY EXPERIENTIAL MARKETING?
• Triggers people’s emotions and results in
better mental retention than content
marketing.
• Lucid way to communicate brand values and
build a brand story.
• With everyone doing expert content
marketing, it is a great way to create
differentiation.

9. | 9
Source: EventTrack 2015 Executive Summary
Of consumers..
say they are more
inclined to purchase
the brand after
an experience.
Of consumers..
make a purchase
after being part of
brand experience.
Of consumers..
who make a
purchase
become regular
customers
Of consumers..
have a more
positive opinion
about the brand
after the activation.

10. |
CREATIVE
CONCEPT
DIGITAL
AMPLIFICATION
EXPERIENTIAL
MARKETING
10
ACTIVATION PLANNING
+ PRODUCTION
THE BREAKDOWN

11. | 11THE PROCESS
Strategic Alignment + Goal Setting
Creative Concepting
Logistics + Digital Plan
Onsite Production + Management
Data Analysis

12. | 12CASE STUDY #1
DRIVE
EXCITEMENT…

13. | 13RED BULL STRATOS

14. | 14RED BULL STRATOS
THE CHALLENGE
Continue to separate Red Bull from it’s competition and break
a World Record in the process. Since 1960 Col. Joe
Kittinger’s skydiving feat had remained unbeaten.
THE APPROACH
In October of 2012, Red Bull broke two world records and
broadcast the experience to a live audience.

15. | 15RED BULL STRATOS

16. | 16

17. | 17RED BULL STRATOS
• 1mill. unique user accounts contrib. conversation online
• 2 mill. unique consumer actions tied to Stratos
• 90 mill. followed the story online
• 820,000 pieces of “positive” content created
• 400% increase of average consumer engagement
• Within six months, sales rose worldwide by 7% to $1.6 billion
RESULTS:

18. | 18RED BULL STRATOS
HOW THEY DID IT:
• Chose a world record they knew they could break
• Created custom online portal to share content news and
encourage engagement- users had to create a profile
• Livestreamed the activation through their own channels
• Turned brand experience into a “content factory”

19. | 19CASE SUDY #2
DO SOMETHING
THAT’S

20. | 20WHATEVER USA ACTIVATION: BUD LIGHT

21. | 21WHATEVER USA ACTIVATION: BUD LIGHT
THE CHALLENGE
In 2014 Bud Light needed a new way to drive
sales/millennial engagement due to a loss in market share.
They needed their "Up for Whatever” tag line to come to
life.
THE APPROACH
By taking over the town of Crested Butte, Colorado and
inviting 1,000 influencers from all over the United States,
Bud Light managed to create an award winning brand
experience like no other.

22. | 22
By going on the road with on
site activations they
interviewed thousands of
people for the opportunity.
WHATEVER USA ACTIVATION: BUD LIGHT

23. | 23WHATEVER USA ACTIVATION: BUD LIGHT

24. | 24

25. | 25WHATEVER USA ACTIVATION: BUD LIGHT
• 200,000 applied for 1,000 open slots
• Attendees posted 37,000 pieces of unique content over 72 hrs
• Four-week Bud Light usage among millennials jumped 39%
• Social impressions/connections topped 587 million
RESULTS:

26. | 26WHATEVER USA ACTIVATION: BUD LIGHT
• Engaged their best customers through a national road show
• Chose influencers by formulating brand affinity/social following
• Built multiple story lines for press, consumers and entertainers
• Created a once in a lifetime shareable experience; sold itself
HOW THEY DID IT:

27. | 27
BLOW A FEW
MINDS..
CASE STUDY #3

28. | 28CARRIE (FILM): TELEKINETIC COFFEE SHOP SUPRISE

29. | 29CARRIE (FILM): TELEKINETIC COFFEE SHOP SUPRISE
THE CHALLENGE
Remaking an iconic horror film and getting audiences to
take it seriously is a challenge let alone getting the word
out against big budget movies.
THE APPROACH
Built a real life set, hired actors and captured a video that
played movie themes and true fear.

30. | 30CARRIE (FILM): TELEKINETIC COFFEE SHOP SUPRISE

31. || 31

32. | 32CARRIE: THE MOVIE LAUNCH
• Video had 63+ million views since its upload in late 2013
• 4.2 million people watched the movie in the US albeit to
some bad reviews
• 15x as many people watched the trailer/movie
RESULTS:

33. | 33CARRIE: THE MOVIE LAUNCH
• Used video capture and digital strategy to drive views
• Blended real people with actors for emotional resonance
• Used small marketing budget in the most efficient way
• Created viral video to leverage the following
HOW THEY DID IT:

34. | 34CASE STUDY #4
DON’T BE AFRAID
TO DIY…

35. | 35MOLESTICE

36. |
THE CHALLENGE
Produce and host our own experiential concept that
plays to the musical roots of our company and inspires
the community.
36MOLESTICE
THE APPROACH
Produce our own free music festival in Philadelphia and
promote some of our favorite bands and artists. Invite
the staff, partners, clients, press and the community.

37. |
THE SETUP
Molestice is a block party turned street festival that
has been around since the 70’s. Initially starting as a
theatre and arts celebration with 50 people.
37MOLESTICE
FAST FORWARD
In 2010 I met my business partner Brian on Mole Street,
and we began curating the block with a heavier music
component. This helped provide the groundwork for what
it is today.

38. | 38MOLESTICE

39. | 39

40. | 40MOLESTICE

41. | 41MOLESTICE

42. | 42MOLESTICE

43. | 43MOLESTICE
• 1,500+ attendees; national headliner “Pimps of Joytime”
• Dozens of local and national press mentions
• 1,142,194 unpaid social media impressions
• ADCP industry award for best apparel design
RESULTS:

44. | 44MOLESTICE
• Took pre-existing concept and improved upon it
• Let the idea sell itself to press, free music festival in a city
• Showed sponsors value through intimate engagement
• Maintained authenticity through curated recruitment
HOW DID WE DO IT:

45. | 45TECH PROFILE
TOOLS OF THE
TRADE…

46. | 46TECH PROFILE

47. | 47TECH PROFILE

48. | 485 TACTICAL TAKEAWAYS
TACTICAL
TAKEAWAYS…

49. | 495 TACTICAL TAKEAWAYS
Know your audience: Do the research
Capture as much content as possible on site
Don’t be afraid to try “out of the box” ideas
Have very clear goals and realistic expectations
If on a low budget, start small

50. | 50
BRENDAN WALSH
215.391.5429
brendan@molestreet.com
Molestreet.com
@MOLESTREET
@BRENDAN_MOLE