THE ECONOMIST INTERACTIVE EXPERIENTIAL ACTIVITY

The Economist recently expanded on its new ‘Never Stop Questioning’ TV commercials with an experiential activation campaign at London Victoria train station.

The Economist advertising campaign

The Economist’s interactive experiential campaign at London Victoria station.

 

The interactive campaign took place on January 14th 2019, running across four days, and displayed some questions that appeared on the latest TV ads for the publication. Consumers passing through the station were able to interact with each question such as ‘Does social media help or harm democracy? The participant then received a printout of a QR code, revealing the answers which took them onto the full article on the website, also allowing non-subscribers to register for free access.

 

An example question from the experiential marketing campaign

An example of one of the questions in which were asked to consumers.

The Economist chief marketing officer, Mark Cripps said: “At The Economist, we have always believed it is by posing and debating difficult questions that people, society and commerce progresses and move forward. This experience brings to life the idea that we survive and thrive by asking why.

By consuming our content, readers will be better armed with the tools they need to prepare themselves for the future.”

 

Examples of The Economist magazines at the Network Rail advertising space.

Examples of The Economist magazines at London Victoria Station.

This experience was brought to life by brand experience agency Sense London.

For original articles:

Promo Marketing: Economist Expands New TV Ad with Experiential Activation

Field Marketing: Economist Expands New Brand TV Ad with Experimental Activation

Campaign Live: Article Economist Extends Never Stop Questioning TV Ad Experiential Push

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