experiential marketing Archives

March 3, 2025 — Comments are off for this post.

The Jellycat Diner Serves A Social Media Sensation: New York’s Iconic Toy Store Holds One of the Best Experiential Campaigns

Jellycat Diner Experience at FAO Schwarz, New York

Jellycat's London Roots

Jellycat has increased in popularity, capturing the hearts of fans worldwide with their distinctive approach to experiential and influence marketing. Brothers Thomas and William Gatacre founded Jellycat in London in 1999. The name is inspired by Tom’s seven year old son. He insisted on combining two of his adored things, jelly and a cat! Jellycat as we know it consists of high quality plushies with unique designs. These designs range from a wide variety of themes, including whimsical creatures, keychains, animals, and food themed items. In 2018 Jellycat released Jellycat Amuseables. It features charming and love-able plushies with legs such as a cherry, watermelon, mushroom, cacti and pineapple. Jellycat's creativity extends beyond plush toys, leading to unexpected brand experiences like the Jellycat Diner.

Jellycat Amuseables | Jellycat, Toy collection, Cute food

New York City Diner Debut

The very first Jellycat Diner appeared in New York’s iconic FAO Schwarz toy store in Rockefeller Plaza in September of 2023. The diner highlights the brand's creativity and ability to gather generations to enjoy an immersive experience. Similar to a real diner experience, the crew will proceed to “cook” and package your meal during this visit. The use of this diner is a great time for the whole family and an instagrammable moment for all! Jellycat has become a social media sensation. With their food and drink collection, Jellycat is featured on various platforms such as Instagram and TikTok. Jellycat has succeeded expectations with unique designs and an imaginative approach to marketing the typical stuffed animal. The creativity and innovation used to employ the diner has allowed the nostalgia of Jellycat to remain while still being successful in a rapidly heightened digital landscape.

Diner Marketing: Design And Branding

The Jellycat website states that the Jellycat Diner experience includes an Amuseables food item, a matching pin, personalized stickers, and gift packaging. The Diner excels at including brand colors, fun packaging, and personalization to create an unforgettable adventure. The diner features blue and white checkered flooring complemented by retro diner signs and lighting. These elements emphasize Jellycat's deep-rooted history while evoking a sense of nostalgia and comfort that defines the brand.

As someone who is not exactly a plushie enthusiast, I own two Jellycat plushies myself. This is not an uncommon phenomenon, as Jellycat's growth and popularity have reached unexpected demographics. Jellycat has become increasingly popular on social media. Fans and influencers began creating videos taking followers through their experience at The Jellycat Diner. Many individuals travel solely to visit the Jellycat Diner experience, from collectors to those who thought they were adorable through online platforms. During the holidays, groups of adults traded Jellycats during their Friendsgiving and Secret Santa events and posted these reveals on TikTok. Influencers such as Graceellasmith on TikTok with 13.3K followers participated in this trend. With 211.5K likes and 12.2K shares, the social media traction does not stop there.

Other influencers such as @cookingwithcocktailrings and @viennaskye on TikTok, have posted their visit to the Jellycat Diner. Consumer interest is reflected through Jellycat's various hashtags and tags on Instagram and TikTok. With consistent content, #jellycat holds 277.3K posts solely on TIkTok. By leveraging these social media trends, Jellycat has targeted a diverse audience with continuous consumer interest growth.

The Jellycat Diner is an exceptional example of the success that follows a seamless combination of experience and influence. With the extension of the brand, Jellycat created an immersive, shareable event. Jellycat's approach fuels organic social media buzz while attracting followers of all ages. Through immersive experiences, nostalgic branding, and a strong social media presence, Jellycat has built a community that extends beyond traditional toy collectors. This spectacular campaign aligns with Likey Co’s philosophy. We believe in creating impactful, experience-driven marketing that strengthens deep consumer relationships and brand loyalty. Here at Likey Co., we value the power of authentic engagement and innovation in influential and experiential marketing.

Published by Karley Emery in Learnings

Tags: Boomers, experiential marketing, Gen Z, Generational Marketing, influencer marketing, jellycat, jellycatcafe

December 16, 2024 — Comments are off for this post.

Generations Run on Dunkin’: Pioneering in Multigenerational Marketing

The digital creation space is constantly unquestionably changing due to social culture, current events, and trends. For many brands, the digital space is where they can creatively engage their audiences. This fast-paced nature can present itself as a challenge to those brands trying to stay relevant. Satisfying multigenerational audiences and creating stimulating campaigns are the key to successful marketing!

Dunkin - the known and loved American franchise - is a brand that has mastered the ability to evolve its digital creation appeal to multiple generations and stay relevant. Their classic donuts and timeless coffee recipe are the main ingredients that keep customers coming! It's affordability, reliability, and convenience has motivated many customers - older and younger - to continue visiting their local Dunkin's.

Generational Blends of Marketing

Here at Likey, we've previously explored the best way marketers can tackle multiple generations from Boomers to Zoomers. Because Dunkin has such a multigenerational audience, their marketing therefore must resonate with a number of different generational groups. Here are a few ways they successfully do so for each generation:

American Boomers

Boomers are the generation that grew up alongside Dunkin. Founded in 1950, Dunkin became a New England landmark, providing a reliable spot for coffee and donuts. The taste of their coffee and donuts remain the same today remains identical to the Dunkin they remember growing up. The brand holds a significant place in the heart of boomers because Dunkin continues to market themselves as the reliable spot for coffee, classic donuts, and familiar store environment. This consistency and familiarity enables a sense of comfort for boomers that they can always fall back to.
As other competitors - like Starbucks- brand themselves for having a more high quality coffee, Dunkin remains consistent in marketing coffee that is affordable, reliable, and just classic. For boomers, a traditional Dunkin black coffee sounds more appealing, less complex, and familiar!

The Digital Millennials

Millennials share the same sentiment for Dunkin, as boomers passed the love down to their kids. As their audience expanded into the realm of tech-savvy and media reliant consumers, Dunkin evolved into the digital space with them. #AmericaRunsOnDunkin is a slogan adopted in 2006, which is right around the time millennials tapped into social media. This iconic slogan became a key identifier for Dunkin that even boomers identify with, as it reinforces the significance that Dunkin has on Americans.
As we've previously said here at Likey, millennials are trendsetters and care about social consciousness - meaning brands must care for the same things. Dunkin acknowledges how the lifestyles of their customers change and have responded in expanding their menu items and developing faster ways to serve their customers!

Gen Z

The Infamous Spider Campaign!
- A social media campaign that captures the essence of Gen Z - this is Dunkin's fall 2024 spider campaign. This marketing campaign was utilized to launch Dunkin's Halloween and fall menu items in the most unhinged way possible. Dunkin featured posts on their Instagram taglining current trends inspired by Gen Z like "people be like: who's this diva." Creating content that directly integrates coined phrases by this generation has made Dunkin receive a lot of attention over the past few months.
Dunkin Donuts to Dunkin
- From going to Dunkin Donuts to Dunkin, the brand has acknowledged the increasing lack of attention span of this generation. Generations are happily coining this name, as it strengthens the sense of familiarity to the brand. Because of its well-established reputation, evidently the name change did not have much of an affect on older generations. It's like giving a nickname to an old friend that you've known all your life!

Here at Likey, we admire the successful work Dunkin has done in influencing their multigenerational audiences, as this is no easy task. Furthermore, given the brand's long standing presence, its ability to strategically use social media marketing in order to fulfill a need for multiple generations is outstanding. We look forward to see more from Dunkin!

Published by LikeyAdmin in Learnings

Tags: Boomers, dunkin, dunkindonuts, experiential marketing, Gen Z, Generational Marketing, influencer marketing

November 12, 2024 — Comments are off for this post.

Five of the Gutsiest Gamification Experiences in 2024: think competitive

Gamification is steadily becoming a relied-upon source of entertainment. In a post-pandemic world, people are used to virtual gatherings. They might tolerate an in-person, sit-down event, but that doesn’t mean they’re necessarily ecstatic about it. Event attendees are looking for excitement to fill in the gap between diminished attention spans and an itch to pull out their phones. This is where gamification experiences comes into play, pun intended. The act of applying game play to an event has the potential to spark curiosity about a brand. Keep reading to discover Likey Co's top five picks for gamification in 2024 events.

What are the benefits of gamifying an event?

The beauty of competition is that it motivates attendees with rewards (a brand’s products, of course). It’s a source of positive reinforcement that encourages attendees to give the brand their full attention. Gamification increases engagement between attendees and a brand. It also fosters a sense of community where people can bond over the highs and lows of competition. This experience provides the perfect opportunity for social media content. Ultimately, gamification ensures that attendees make lasting memories at an event, which Likey Co prioritizes when considering the craft of experience.

Without further ado, let’s unveil Likey Co’s favorite gamified events from the past year.

1. Nissan’s KICKS Street Booth Experience at the 2024 New York International Auto Show

Nissan launched their 2025 Nissan KICKS at the beginning of the NCAA Men’s March Madness Basketball Tournament. They then proceeded to showcase this exciting launch at the 2024 New York International Auto Show with their “Thrill Street” booth experience. They hoped for engagement between attendees and the brand, and they succeeded.

Nissan’s “Thrill Street” booth encouraged event attendees to participate in several gamified activities that, when compiled together, posed a fun challenge to people looking to experience their digital Thrill Machine prize station. Conquering a scavenger hunt, trivia quiz, and a collection of stamps would lead to this Thrill Machine. What’s especially stirring about this event is that Nissan chose to incorporate several gamification activities into one entertaining experience.

2. Netflix’s Fourth Annual Geeked Week

Interestingly enough, Netflix transitioned their Geeked Week from fully virtual to live for the very first time this year. Geeked Week is an event where Netflix divulges all the latest updates about their platform’s content to eager fans. This year, Joe Manganiello hosted Geeked Week in Atlanta to celebrate special exclusives and spread news to fandoms.

To spice things up for guests, Netflix incorporated different, exciting games into their event. “Geeked Trivia Battle” took place, questioning attendees about popular shows on Netflix’s platform like Squid Games and Black Mirror.

On top of that, a live-streamed event took place. Fans welcomed the opportunity to play a version of the infamous “red light, green light” from Squid Games. Winners earned props and Netflix merchandise.

What makes this gamification experience so memorable is its authenticity. Netflix utilized gamification tactics while tying competition into shows that the brand is heavily associated with. Event attendees got the chance to immerse themselves in an experience that stays true to Netflix’s content and values.

3. Rakuten’s “R-Cade” at the 2024 Governor’s Ball

While the Gov Ball’s primary purpose is to celebrate music, it’s also an excellent opportunity for brands to showcase creativity with themed installations.

The Gov Ball urged attendees to “step right up to the Rakuten R-cade for a chance to win prizes from top brands.” Again, the authenticity of this gamified experience aided Rakuten in standing out from its competition. As a tech conglomerate, Rakuten’s theme of an arcade was simultaneously unique and fitting. They even incorporated a claw machine into their retro, white and purple striped tent. If the act of gaming wasn’t incentive enough for attendees, one of the prizes at the arcade was the chance to win free tickets to 2025’s Gov Ball. Talk about incentive.

4. Tito’s Vodka Claw Machine at the Austin City Limits Music Festival

Apparently, claw machines were a big hit with the brands this year. Making its iconic return to the Austin City Limits Music Festival, Tito’s claw machine had festival attendees lined up and wrapped around corners in hopes of winning the prize: a wristband that enabled access to Tito’s exclusive side stage lounge. The side stage lounge provided cocktails, massages and shade, a much-needed reprieve from the beating Texas sun.

Cleverly, this gamification experience not only encouraged people to engage and interact with Titos, but the reward itself was also another opportunity for attendees to further experience the brand.

5. Reddit's Mini-Golf at the Cannes Lions International Festival of Creativity

There’s no better place to flaunt your innovation and imagination than at the Cannes Lions International Festival of Creativity.

Reddit wisely based their activation at the Cannes festival on the notion that the best product recommendations come from their platform. Their installations took event attendees on a journey through the process of attaining a recommendation on the app with the phrase “all roads lead through Reddit.”

The gamification experience emerged when attendees were given the opportunity to play mini-golf. If they achieved a hole-in-one, then they got to keep their recommended product, which ranged from nail polish to Tide Pods. Attendees were undoubtedly entertained. Reddit’s use of the game of mini golf created a memorable experience for people who will now associate the platform with the excitement of bated breath before a golf-swing.

What does this uptick in gamification mean for the future of experiential events?

All five of these brands cleverly executed an experience that had both the potential for virality and the compelling nature of the challenge. As this form of experience prevails in events, brands will be expected to step up their own game and get creative. Gamification induces competition between attendees, but competition on who can pull off the most engaging events also grows between brands. Likey Co, for one, advocates for unmatched execution in the art of experiential events.

Published by LikeyAdmin in Learnings

Tags: events, experiential marketing, Gamification

May 16, 2024 — Comments are off for this post.

EXPERIENCE INFLUENCE WITH AMANDA RAMIREZ

Check out our interview with foodie influencer Amanda Ramirez aka @mandyeatsny

Published by LikeyAdmin in Learnings, Uncategorized

Tags: Boomers, experiential, experiential marketing, foodie, Gen Z, Generational Marketing, influencer, Zoomers

May 1, 2024 — Comments are off for this post.

Boomers to Zoomers: The Exclusive Life Hacks You Need to Master Generational Marketing!

By Lily Curley

In today's marketing game, understanding each generation's vibe is the golden ticket to success. From Boomers to Gen Z, everyone's got their own flavor, and savvy agencies know how to cater to it. It's all about speaking their language, showing you get them, and giving them what they didn't even know they needed. Time to roll up our sleeves and witness how generational marketing knocks it out of the park!

DEFINING GENERATIONAL MARKETING

Generational marketing is like playing to a crowd of all ages at a family reunion. Just as you tailor activities to suit different age groups, in marketing, it's about recognizing that what resonates with Baby Boomers might not strike a chord with Gen Z. It's a balancing act of understanding and speaking the unique language of each generation, ensuring your message lands without causing any generational faux pas.

UNDERSTANDING THE GENERATIONS

Let's break it down like we're explaining social media to your grandma:

Baby Boomers (1946-1964): These folks are like fine wine - they've aged well and know what they like. Appeal to their sense of tradition with clear, no-nonsense content, and watch them flock to your brand like moths to a nostalgic flame.

Gen X (1965-1980): Gen Xers are the cool older siblings of the marketing world. They're savvy, skeptical, and looking for value. Show them you're worth it with personalized offers and loyalty

programs that make them feel like they're getting a steal.

Millennials (1981-1996): Millennials are the trendsetters, the ones who brought you hashtags and avocado toast. They're all about authenticity and social consciousness, so keep it real and maybe throw in a meme or two.

Gen Z (1997-2012): Gen Z is the TikTok generation, the ones who can sniff out inauthenticity from a mile away, Want to grab their attention? You better bring your A-game with visual content, influencer partnerships, and a side of authenticity, please.

LEARNING NEW TRICKS FROM OLD DOGS:

While it's important to note the differences between the generations, it's also essential to recognize the connections and common ground that tie us all together. Trends have a funny way of cycling back around, proving what's vintage can become vogue once again.

Take a brand like New Balance: their sneakers, a staple for Ohio dads (Gen Xers), have found new popularity among 20-something-year-old supermodels in London (Gen Zers). And let’s not forget the viral success of the Stanley tumbler – a brand with more history than your grandma's cookie jar, suddenly hip and happening among a younger, mostly female crowd.

These examples show us that good taste knows no generation. By tapping into these shared experiences and timeless appeals, marketers can craft strategies that resonate with everyone, regardless of age.

Generational marketing, after all, is about finding the threads that connect us and weaving them into something that speaks to us all.