“Bring the brand equity of Lindor to life.” That was the inspiration Lindt Chocolate USA provided us in the creative stages of developing a one-day chocolate extravaganza. They asked us, can you find a way to make women “melt away into a moment of pure bliss,” so they can enjoy a “chocolate experience like no other?” Our response to this challenge was “absolutely!” And the solution was technology. If we can’t physically transport women to their “bliss moments” – a chalet in the Alps, a vineyard in Tuscany or a beach in the Maldives – then we will use other means to make them feel like they are there.
The Oculus Rift Virtual Reality headset was still in the development phase, but we were already testing it for use with experiential and felt this was the perfect opportunity to launch it in field. We worked with Lindt to bring their “bliss moment” virtual worlds to life with custom content and built displays that would offer the ideal viewing conditions for the headset experience.
The next step was securing impactful, high-traffic locations like Times Square, the Mall of America, and others in Las Vegas and San Francisco that set up our Brand Ambassadors for engagement success. Lindt’s PR agency then added media support like a spot on CBS’ The Talk among others, social media exposure and in-store events, and we were ready for Lindor Day. In Times Square and Las Vegas we took over two giant billboards, showcasing eye-catching brand visuals and live uploads of consumer photos in front of media walls at the events.
Results for this one-day event were exceptional – over 1.1 million samples and 65 million brand impressions. Beyond that the introduction of VR was a huge success, with line-ups at all stations, non-stop throughout the day. With the recent release of the consumer Oculus and Vive headsets, it’s clear that VR is here to stay and will be a key component in the experiential world going forward.
By: Vanessa Gray, Account Manager at Sparks Event Marketing