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If a live marketing event or campaign doesn’t reach its intended audience, did it really happen? Sometimes referred to as “engagement marketing,” live event marketing is a strategy that directly engages consumers by inviting them to participate in a brand event.
Beagle Street, a UK life insurance company, took the web by storm when it “released” hundreds of origami beagles on the streets of London neighborhoods. So how did Beagle Street take this somewhat isolated live campaign to the next level on the web?
Folding 500 origami beagles took a lot of work (120 hours, according to campaign coordinators). They also shot the photogenic dogs posing in front of iconic London landmarks and put the photos on the company’s blog and social media channels. By capturing high-quality images and curating video footage of the campaign, Beagle Street was able to shape the story they wanted to tell, not only for those who encountered the dogs on the street, but also for anyone who heard about the event. Beagle Street started the conversation on Facebook and Twitter with pictures of the dogs and #ReleasethePounds. As users shared pictures of the origami beagles they found around the city, the conversation grew louder.
Once word got out about the hounds on the streets of the capital, large news outlets picked up the story.
Release the Pounds was so successful in creating brand awareness, Beagle Street decided to bring the origami beagles to other cities in the UK—this time, letting users become further involved by voting to pick the next city. Beagle Street created Internet buzz through a well-thought out live marketing campaign, putting pounds in the pockets of Londoners and Beagle Street. I’m a writer who is constantly experimenting, exploring and fighting a losing battle with the travel bug. It’s not always easy to understand the role that content strategy plays in content marketing.


Provisioning your site with customization options, personalized segmentation and social integration provides you with a blended personalization model for improving user engagement and increasing your site’s perceived relevance. Most marketers (62%) report being at least somewhat satisfied with their ability to measure the return on investment (ROI) of sponsorship and event marketing initiatives, according to a recent report from the Association of National Advertisers. However, nearly a quarter (23%) say they are not very satisfied with their ability to measure ROI, and 15% percent say they are not at all satisfied. Similarly, most marketers (68%) report being at least somewhat satisfied with their ability to measure the return on objectives (ROO) of sponsorship and event marketing initiatives, but a substantial percentage (32%) are dissatisfied. Below, additional key findings from the report, which was based on data from a survey of 78 client-side marketers from companies involved in sponsorship or event marketing, or both. Join over 600,000 marketing professionals, and gain access to thousands of marketing resources! Ayaz Nanji is an independent digital strategist and a co-founder of ICW Content, a marketing agency specializing in content creation for brands and businesses.
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You can still get attention during a live marketing campaign or event, if you have the right content.


Beagle Street shared a behind-the-scenes look at the Release the Pounds campaign with a short but sweet video that takes users through the journey.
As people began to discover the dogs in London, the user-generated content started pouring in across social media. Not only did the user-generated content create a buzz around the campaign, but it also provided Beagle Street with new opportunities to engage with consumers on social media. I currently work as an assistant editor for AAA Traveler magazine and the AAA Vacation Now blog.
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Earlier this year, a company with a small Internet following stirred up some big Internet buzz through a cleverly designed live marketing campaign.
The goal of the campaign was to let potential customers know that Beagle Street offers affordable life insurance, which means more money in the customers’ pockets. These interactions became part of the campaign’s story, which Beagle Street leveraged to communicate its overarching message: Beagle Street puts pounds back in your pocket. Meanwhile, potential new customers from all around the UK visited Beagle Street’s social media and website to engage with the brand. You can also find my work in a number of other travel publications, including magazines for US Airways, Southwest Airlines and Four Seasons Hotels & Resorts.



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