I never thought I’d put the tv show “Jersey Shore” and word teach in the same sentence. However, when the cast travels to Italy and gets to work at a pizza place, JWoww sums up the experience with a perfect example of experience marketing.
Here’s how it goes down for those of you who, smartly, don’t watch the show. Every season of the show the cast gets assigned to work at a local business. The producers decided that to capitalize on the time in Italy they’d make the cast work in a small local pizza place where they would have to learn how to make pizzas, serve customers and keep the place clean.
Another staple of reality TV are the cut-aways to recorded clips where the cast is summarizing their experiences in interview format. So, when we see the cast first arrive at the pizza shop and an employee is giving them their first lesson in how to make a pizza JWoww sums it up nicely. In her cut-away she says “When my kids ask me, oh, where’d you make pizza… I made it in Florence”
While I normally don’t get many a-ha moments when guiltily watching Jersey Shore, I must admit this is one. What a great way to communicate an emotional connection to an experience, taking place in a place that already heightens the emotions. If I was the owner of a pizza shop in Italy I’d immediately call travel agents offering pizza making classes and if I ran a travel agency I’d immediately put together travel packages with these types of classes, then create my copy to communicate this experience.
One of the great challenges then is being able to create and communicate these types of emotional experiences in situations that may not involve your family legacy, delicious food and flying to a whole new country. Can a piece of gum have an emotional connection (ever see a stride gum ad), can a credit card (the priceless campaign? There are plenty of great examples, the unfortunate side is how many bad examples there are as well.