June 12th, 2012
That’s Not a Country Music Star. It’s a Marketing Machine.
By Stuart Elliot
The New York Times
MADISON AVENUE wants to get its act together this summer and take it on the road.
Advertisers and media companies are sponsoring events and promotions that emulate the kinds of road trips embarked upon each summer by millions of Americans. Trucks, buses, RVs and even fire engines are being sent around the country to bring brands to consumers as part of a popular trend known as experiential marketing.
The goal of experiential marketing is to build closer ties with consumers than can typically be forged through traditional tactics like television commercials or cents-off coupons. In this instance, the idea is for people to encounter the brands as they are out and about for activities like camping, attending music festivals, sightseeing and visiting amusement parks.