Making Winter Weather Work for You (And Your Customers)
I came across a really timely experiential pop-up event that made me laugh and shiver at the same time. Fast food brand KFC created a winter experience that blended graphics, promotional items, and a lot of creative ideas for a limited event that really stands out. Created and implemented by well-known agency The Narrative Group, who has worked with brands such as McDonalds and Minions to bring unique experiences to life, the whole thing is a great example of how to do these types of brand activations right.
What stood out about this particular popup — located in Canada — was that they embraced the winter weather much of North America is enduring right now — as I write this from Portland, Oregon, we are watching a front move through bringing record cold temperatures to the area, along with snow. So, seeing a brand use the weather to their advantage really struck home.
“Canadians love for Finger Lickin’ Good buckets is only matched by their love of buckets on the basketball court,” says Azim Akhtar, director of marketing, KFC Canada, in a statement. “That’s why we wanted to bring these two worlds together like only KFC can and create an epic winterized court that feeds Canadians’ growing passion for basketball.”
In addition to a wide range of graphics that helped set the stage and bring this event to life, unique features such as pre-warmed basketballs, and custom, limited edition puffer jerseys helped make it something memorable for every customer who stopped by.
It is a great reminder that brands aren’t necessarily looking for huge, expensive, flashy campaigns. Sometimes, a well-thought-out single event, with supporting materials and graphics, can have a much bigger impact. As you work with your customers to help them advance their brand goals for 2023, don’t be afraid to think outside of that proverbial box, using everything from local landmarks, celebrations, and yes, even weather to help them connect with their customers in new and unique ways. And while every idea won’t be a winner, all you need is one slam dunk to build a closer, and ultimately more profitable, relationship with your customers.
Toni McQuilken is the senior editor for the printing and packaging group.