If you look at carbrands, they all kind of do the same thing; test drives, commercials, flyers, etc. This time Skoda came with something a carbrand had never done before. They turned one of their cars into a hostel!
When it’s summer in Russia, people of my generation are coming to Moscow to go to all kinds of festivals. Before they go there, they have to book a hotel or cheap appartment to stay during those festivals. Skoda used these insights to give the consumers the possibility to have a free stay in the Skoda hostel. The benefit of it being a car is that they could also take the car around town and make a test drive. Such a smart way to get to the targetgroup Skoda obviously wanted to attract.
I posted quite some things about smart ways of using Experience economy in companies marketing, just like this one. I think that this will become more and more the marketingstandard; consumers want to be entertained, want to be shocked and most of all want to experience things/brandmessages. If companies will use Eperience economy more and more, there will probably be a next step in co-creation marketing. Some brands are already playing with it, bit by bit, but I think there’s a big area untouched and a lot of opportunity to develop this even more.
Check out the vid of the Skoda Fabia below!