The on-demand economy, also known as the ‘Uber for X’ business model, has revolutionized consumer technology across all industries. Learn how to apply an experiential lens to this consumer behavior to allow your customer to get what they want, when they want it and (hopefully) bring your brand experience along for the ride.

1. # O FFLINE summit
‘UBER FOR EVENTS’
THE RISE OF THE ON-DEMAND
BRAND EXPERIENCE
ALEX FRIAS
TRACK MARKETING GROUP

2. # O FFLINE summit
2016 = On-Demand Economy
@iamalexfrias #offlinesummit

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What is the On-Demand
Economy?
@iamalexfrias #offlinesummit
The On-Demand Economy is defined as
the economic activity created by digital
marketplaces that fulfill consumer
demand via immediate access to and
convenient provisioning of goods and
services

4. # O FFLINE summit
What is the On-Demand
Economy?
@iamalexfrias #offlinesummit
GIVE ME
WHAT I WANT
WHEN I WANT IT!

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There is an Uber for that…
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Why On-Demand Works
Leverage Tech +
Utilize Existing
Infrastructure
// Cost Effective
// Scalable
// Efficient
@iamalexfrias #offlinesummit

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Traditional Brand
Experiences…
@iamalexfrias #offlinesummit

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On-Schedule Brand Experiences
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Traditional Brand
Experiences…
can no longer be
on your schedule
@iamalexfrias #offlinesummit

10. # O FFLINE summit
Consumers EXPECT On-Demand
Experiences
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Case Studies
@iamalexfrias #offlinesummit

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Evian - #evianBottleService
// Real Time Twitter Campaign
Overview
Cold evian water bottles delivered to
New Yorkers in Bryant Park and
Madison Square Park during hot
times of the day in August
International Extension
// In London, Evian took over subway
stations to give out bottles of water
// The brand notified consumers
which station they were at via Twitter
Results
// 2.8M+ impressions on Twitter
// 75,000 engagements on Twitter
@iamalexfrias #offlinesummit

13. # O FFLINE summit
#ReebokHDS
// Twitter Shoe Delivery
Service
Overview
Consumers tweeted their shoe size
at #ReebokHDS for the chance to have
Reebok’s Human Dispatch Service (a
team of badass runners) literally run their
sneakers right up to their doorway in NYC
Results
// 195M hashtag impressions in 24 hours
@iamalexfrias #offlinesummit

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Domino’s
// Pizza Emoji Commerce
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REVOLVE Clothing x Postmates
// Leveraging Destination Tent Pole Events
to Drive On-Demand Commerce
Pop-Up On-Demand Retail Delivery
Service
REVOLVE Clothing partnered with
Postmates to deliver festival attire in under
60 minutes at SXSW and Coachella
Year-Round Postmates Parternships
with Other Retailers
• American Apparel
• Lululemon
• Everlane
@iamalexfrias #offlinesummit

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Minibar
// Connecting Consumers With Local
Alcohol Delivery
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Key Learnings
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Applying On-Demand Lens To Your
Experience Programming
How Can On-Demand Be Integrated Into Overarching
Brand Platform
Is on-demand a spoke in your experience wheel? Or does
it become it’s own wheel?
Look at On-Demand Tools on the Market to Lower
Barrier of Entry
Postmates, UberRush… leverage partnerships to get up
and running faster!
@iamalexfrias #offlinesummit

19. # O FFLINE summit
Applying On-Demand Lens To Your
Experience Programming
Pop-Up Opportunity @ Tent Pole Activation
Are you activating at major B2B or B2C event? Look at
how you can enhance your consumer’s experience using
on-demand tactics
Think Through The Full User Experience
Both digital and analog UX
@iamalexfrias #offlinesummit

20. # O FFLINE summit
3 Things To Consider Before You
‘On-Demand’ Your Next Experience
1. Don’t Copy These Case Studies
Find your niche and what works for your brand
2. Technology Is Only An Enabler
The brand experience is not the technology used but in servicing
your consumer
3. On-demand is Operationally Expensive – Be Prepared!
On-Demand experiences work when they are done right
Things often cost $$$ to do them right
Do the math!
@iamalexfrias #offlinesummit

21. THANK YOU!
# O FFLINE summit
OFFLINESUMMIT 2016
ALEX FRIAS
alex@trackmarketing.net
trackmarketing.net
@iamalexfrias