Back in the early 1900s, ads began sprouting up across the globe touting the White Star Line’s newest cruise ship: the Titanic. Tickets for its trip across the Atlantic sold like hotcakes, and thousands of people from across the globe flocked to England to witness the 45,000-ton monstrosity in all its glory.
In a sense, the Titanic’s maiden voyage was one big experiential marketing campaign for the White Star Line. But we all know how that turned out.
When planning an experiential marketing campaign, it can be tempting to sink a six-figure budget into the splashiest one-day event ever conceived, but that single-minded pursuit of buzz is risky; there are icebergs in those waters.