Tuesday, January 8, 2008

Experitential Marketing via the illy Push Button House

The experience is over, but it's a great example of experiential marketing nonetheless. This past December illy parked their Push Button House in the Time Warner Center in NYC. The Push Button House, designed by architect Adam Kalkin, is contained within an old shipping container, which at the push of button unfolds to reveal a cafe. The Push Button house was the catalyst for illy to grab attention and showcase their new Francis X7 Hyper Espresso System, available this coming April. Visitors could sit in the sleek white cafe and experience an espresso made by the Hyper Espresso System. Timed perfectly with the holiday shopping season I'm sure the Push Button Cafe proved a happy respite for many shoppers in need of a caffeine jolt. What would have been even better for illy would have been to capture the attention and wallets of said spent shoppers with pre-sales of the espresso system, perhaps with a mini replica to put under the tree. With that shoppers would have gotten the jolt they were looking for with the added benefit of wrapping up their gift lists, and all within an old shipping crate.

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