In a prior post I described Glade’s pop up experience in the former meat packing district in New York City. The brand had set up a store front in which people could experience Glade’s scents. It was fun to take pictures in the various rooms and smell the ‘feelings.’
This week I was in the Bed, Bath and Beyond store near the location of Glade’s pop up. Guess what? Nothing! No signs for Glade, no displays and no products. What happened to those carefully crafted feelings that could have carried over to the store level? I would argue that it would have made more sense to run a smaller version of the campaign in stores aimed at home shoppers, rather than the people walking on 14th Street in Manhattan.
That’s why social media marketers must think about integrated campaigns, not just magic.