“Experience marketing” is a key tactic these days, especially for marketers seeking to appeal to the millennial and Gen Z target. Pandora has been an enabler of high profile experiences via “Pandora Live” which offers sponsors ways to deliver customers up close and personal access to high wattage musicians. After participating as one of a group of advertisers at recent Country concerts, Ashley Homestore went the custom route to be able to build out an exclusive experience to promote the launch of new furniture line, “Urbanology.”
With Pandora pulling the concert strings with multi-award-winning artist, Ne-Yo, Ashley tricked out Goya Studios in Hollywood with an engaging and hands-on experience for 1000 fans. The retailer recreated home environments using the new mid-century modern style line that is “retro cool” to that target audience now. Stationed between fresh donuts in the “kitchen” to also "retro-cool" Air Guitar challenges in the “den”, well-known DJ Jerzy spun songs at the pre-show while influencers like the Stauffer twins bounced on the bed in the “bedroom” and Bachelorettes and others milled around striking poses with press and fans.
Senior marketing director, Kelly Davis, described the goals for this huge launch event, how they selected Ne-Yo to align with, and how Ashley continues to give back.