Experiential Marketing at it's best ABERCROMBIE and FITCH stores

Experiential Marketing at it's best - ABERCROMBIE and FITCH Stores

A bit sexist (Yes) but having your customers "Feel" your brand the moment they walk into your store, all the way through the purchase cycle, and then help spread your brand message through viral marketing to family and friends in nothing short of brilliant!.

A recent trip past the A&F flagship store on 5th Avenue in NYC witnessed A&F clad customers using a number of new media tools to get their experience moment - from cell phone pictures to digital and video cameras to an IPhone....all were being used to carry the marketing message and experience to a new level.

And now with the recent news of A&F expanding into the European market, only time will tell on what news experiences are in store for their stores!...

Marketing Takeaway - The more you can bring the brand to life, through leverage opportunities, the more the traditional media and marketing messages will resonate with the consumer. Once they have actually experienced the brand, they will have a better idea of what your brand positioning is really all about.

NBA - Marketing to embrace their audience

The NBA (National Basketball Association) has undertaken a unique marketing program to highlight an under served property of theirs, The D-League.


Having partnered with Miller Lite, the NBA is using multiple touch points to reach their core audience - People who aspire to be a Pro .

1) User generated video was requested to be posted to the NBA.com/gopro website, stating why the person believes they could play professionally, along with actually showing video of their talents. 29 of 30 contestants were chosen by a panel of experts to participate in the upcoming D-League pre-draft camp.

2) Fan voting / Poll - another unique marketing element now increasing in popularity, was used to select the final contestant. By engaging the consumer to select a player, they now have a stake in the game. It also gives the marketer (NBA) a natural follow-up strategy to keep those customers engaged for repeat visits, and thus repeated marketing messages.

3) Content - After the camp, some of the prospects will be featured in five-minute vignettes on NBA TV leading up to a one-hour special on Sept. 24. That special will track the players who excel and those who don’t in taking a shot at their dreams of playing pro basketball.

Marketing takeaway - Multiple touch points to a passionate audience, should produce a Winning Marketing campaign for the NBA - D League program