STAY COMM

I had the pleasure of participating in the Smartbox "Unforgettable Experiences" Hunt last Thursday, an event to promote the brand Smartbox, the European leader in "gift experiences" that has recently expanded into the U.S. market.  Just in time for the holidays, Smartbox is going to save my life because they have something for everyone on my list.  What they offer is simple yet profound - thousands of experiences to choose from around the world, boasting something for everybody.

You may be wondering, what exactly is a Smartbox?  A Smartbox is a descriptive book of experiences and a gift card that acts as a valid tender for any one of them.  There are 6 Smartboxes to choose from, each with a different theme and price point.  For example, the high-end $369 "Gourmet Retreat" Smartbox offers a stay for two at one of 170 locations nationwide and includes a five-course meal.  I can vouch for the quality of the options; the Sagamore in Lake George, NY is one of the nicest places I've visited and is one of the available choices.  For the budget-conscious, Smartbox offers a $49 "Fun-For-All" Smartbox, an excellent option with endless possibilities from a stunt school experience to a spa treatment.  And there's everything in between ... 

On Thursday, December 3, six teams of six in five cities throughout the world participated in the Smartbox Hunt and had the pleasure of trying out several of their "experience" offerings during a competitive scavenger hunt.  Those of us in New York were fortunate to do the New York Skyride, learn how to arrange flowers at Arison Floral Boutique, take salsa lessons at Zamora School of Dance, and even explore Ripley's Believe it or Not in Times Square!  The good people at Smartbox fed us well at each stop, with delicious treats like breakfast pastries, gourmet sandwiches, and (my personal favorite) cheese, wine, and champagne to close out the event.  Smartbox invited bloggers, media professionals, and frequent users of social networks like Facebook and Twitter to participate in the Smartbox Hunt.

After spending a day enjoying Manhattan with Smartbox employees, who were enthusiastic participants and team leaders, I can say with confidence that this group of people knows how to have a good time and deliver an Unforgettable Experience.

Smartbox Knows Marketing

Smartbox gets extra points for understanding that today's buzz is built by social media and word-of-mouth.  By inviting a combination of content-distributors and influencers, the brand successfully embraces the uncontrolled possibilities of social-media marketing that so many others fear and avoid.  Since Smartbox sells experience, it was only appropriate that they provide experiences for us to judge for ourselves.  We were encouraged to post on Facebook, Twitter, blogs, etc. - anywhere we could put the Smartbox footprint - and to be as honest about our experience as possible.  There were no gimmicks, pitches, or restrictions and to me this demonstrated the confidence that Smartbox had not only in their brand and product but also in their potential customer, allowing us freedom to comment on the event however we deemed fit.  Smartbox gave us the Twitter hashtag #smartboxhunt and even provided Internet stations at every stop.

Nowadays, marketers constantly hear and speak about creating experiences for a target audience.  "Part of the conversation ..." has literally become a buzz-phrase in reference to online marketing where user-generated content and unfiltered social media are as valuable as any multi-million dollar ad campaign ever was.  Everything is online, but there is also a backlash by frustrated people who want to reclaim their lives by getting away from the Web.  People are aching to get up, move around, and live a little - those people are Smartbox's target market.  Smartbox has taken this concept of a user's demand for a rich experience and allows consumers to leave the computer at home, even for a few hours.  It's refreshing to know that thanks to Smartbox, I can choose from a flying lesson, a hot yoga class, or white-water rafting (amongst dozens of other activities that I would greatly enjoy) with my 5th-place Smartbox Hunt prize, a Northeast Adventure Smartbox.   I also have a simple yet unforgettable gift option for everyone I care about!

Smartbox has the right idea with leveraging the Internet for content-sharing, promotion, and buzz, while providing live unforgettable experiences for those of us who could use a break from their monitors.