It’s rare to find well thought out integrated experiential campaigns. This campaign conceived by JWT London is a brilliant example of how to ensure the various disciplines of any marketing activity are delivered.
Mr. Kipling devised an edible billboard in London, not only was this billboard an interactive billboard as it was being setup, but it also worked really well as a tray full of samples! Sampling staff were present to engage the passers by and the billboard gave the brand ambassadors a great reason to talk to customers.
Now what makes this campaign truly integrated was the fact that everyone is talking about it on social media, without a specific method of driving customers to use social media in a construed way.
As a result Mr.Kiplings story has been told over and over again, not just by people who noticed the billboard but through amazing amplification in media and online. Congratulations Mr Kipling and JWT London, we are very impressed!