Schools, Take a Bite Out of Wired Co.'s Tasty Activation

Jumping out of the education sector for a sec, check out Wired Co.’s PR Activation, Chocbuster, for Cadbury and Peters Ice Cream. Taking what we wrote on experiential marketing, you’ll notice they hit it all and you can too - here’s our take!

Image courtesy of Wired Co. Linkedin

1. Leverage Nostalgia to Connect with the Audience: The Chocbuster activation brought back the DVD store, tapping into nostalgia to create a memorable and emotional connection with the audience.
   
   School marketers can use nostalgia by revisiting iconic elements of the school's history or trends from past decades that resonate with both students and parents. This could be as simple as highlighting memorable moments in the school's history or creating experiences, like a retro-themed event, to spark emotional connections .

1. Create 'Wow' Experiences with Sensory Engagement: The activation involved giveaways like Choc Tops and Popcorn, which create a multisensory experience (taste and smell) that strengthens the emotional impact.
   
   A school marketer can apply this by integrating sensory elements into their events—whether it's food, sounds, or interactive experiences that engage the audience on multiple levels .
   
   

2. Capitalize on Current Conditions for Maximum Impact: With the activation timed around warm weather (29C in Sydney), the PR event capitalized on the perfect conditions to encourage participation.
   
   School marketers can learn to align their events or activations with the right timing or external factors, like seasons, holidays, or trending topics, to drive participation.
   
   

3. Drive Community Engagement with Experiences, Not Ads: This activation was built around creating an experience for the community—no ads, just fun engagement.
   
   Schools can follow this by focusing on experiential marketing that brings people together, such as pop-up events or school-wide celebrations, making people feel like they are part of something special.
   
   

4. Leverage Social Media and Word of Mouth: The Chocbuster campaign was a perfect example of a PR activation that can go viral through giveaways and word-of-mouth buzz.
   
   Schools should encourage attendees to share their experiences on social media, creating a ripple effect that boosts visibility. Providing incentives for social sharing can also amplify the campaign's reach. We know the power of a parent’s opinion… work with it not against it!