Special street marketing action for xPecado in Madrid
In the current outdoor advertising landscape, capturing consumer attention and making an impact on their memory is not always an easy task.
People move at great speed, connected to their phones and increasingly immune to traditional static impacts on public roads. Therefore, to connect genuinely and surprisingly, brands must evolve and offer something more than a product or good design: they must generate unforgettable moments.
Precisely under this premise we developed our latest special street marketing action on the streets of Madrid, designed to surprise, interact and connect directly with our audience.
The entertainer who hid a great surprise
To structure the campaign, we decided to bet on an everyday element that is fully integrated into the urban environment: the home food delivery service.
To carry it out, we relied on the skill of an outgoing entertainer who walked around the city, equipped and characterized perfectly as a regular delivery driver.
However, his huge traditional backpack did not carry conventional deliveries, but rather was the medium of our activation.
On the sides of this backpack, very visibly, a large QR code was integrated. The premise was direct, clear and tempting: the possibility of getting a delicious xPecado hamburger completely free for all those who dared to scan it.
An excellent and delicious opportunity, very hard to pass up for many people.
The incalculable value of human interaction
Although technology through scanning offers instant accessibility on mobile devices, the original essence of the dynamic went far beyond simple access to the prize.
We knew that, for this advertising not to go unnoticed, the relational and human contact factor was the turning point.
For this reason, the entertainer did not simply dedicate himself to carrying the mobile code from one place to another. On the contrary, he interacted decisively with the young people, families and Madrid passersby present.
He approached proactively, proposing small challenges and generating a series of fun, highly dynamic situations with the groups.
These surprises turned each encounter into an incredibly playful and participatory experience on the pavement.
📲 The process was incredibly simple but highly participatory: interaction, scanning and reward.
The results: Turning the brand into pure experience
Developing and launching this striking action gave us very positive results in a sector as competitive as leisure, demonstrating the benefits of betting on directly activating the viewer.
This initiative allowed us, with great success:
- Generate real engagement in the urban environment: Getting people to set aside their routine, immediately capturing their attention and inviting them to play freely.;
- Increase brand visibility in a totally organic way: Since the interactions managed to attract even more and more curious people, serving as an excellent attraction and generating a lot of word of mouth right on the street.
- Create a memorable experience directly associated with the brand: Reinforcing a kind, cheerful and fun memory for the passersby who got something more than xPecado’s hambuergers.
The number of people who participated in the action and tried xPecado’s hamburgers was an excellent closing.
Once again we confirmed that when a brand approaches the public by interacting with it, communication ceases to be a message and becomes an experience.