Bands streamed concerts, conferences sent out boxes of swag to attendees, and some events featured follow-along classes or DIY projects. Volkswagen turned a subway staircase into a functioning piano, with each stair playing a different note as commuters walked up or down the stairs.ĭuring the pandemic, countless brands moved their activations online by creating virtual events, interactive video content, games, and phone apps. Though it happened in 2019 before the pandemic, activations like Volkswagen’s Piano Staircase highlight how it is possible to reach consumers without even holding an active event. In response, many brands turned toward experiential marketing, both throwing socially distanced outdoor events and online campaigns, to stay relevant and reach consumers. Closed storefronts and quick jumps to e-commerce limited the face-to-face access brands had with their consumers.
It’s impossible to look at the growing experiential marketing trends without addressing the pandemic’s impact live events and commerce.
How the Pandemic Affected Brand Activations Tourism boards, health services, restaurants, bars, hotels, tech companies, music companies, artists, social movements, government agencies, and more are wise to invest in experiential marketing. What types of companies benefit from this strategy?Ĭontrary to what many think, brand activations are not limited to retail companies. Creating an interactive video or digital game content.Participating in or supporting socially conscious events.Incorporating virtual reality and/or augmented reality elements.Creating an immersive environment through the use of art installations.Highly-themed, immersive pop-up spaces, and social media photo ops.Here are a few emerging trends that should be on your radar:
Top Experiential Marketing Trends for Brand Activations in 2021 Read on to learn about some of the latest experiential marketing and brand activation trends, and how incorporating these into your marketing mix can help benefit your company’s bottom line. Now you might be asking yourself, “what is brand activation?” While there are many definitions to reference, the term refers to using a campaign, event, or experience to build an emotional connection between a brand and its target consumers.Īctivations and other immersive marketing events offer brands the opportunity to share their story, personality, and mission alongside their products in order to win over consumers. In 2021, they have become a phenomenon to say the least. Back in 2017, experiential marketing company Freeman was already reporting that CMOs spent 21 to 50 percent of their budgets on experiential campaigns. Experiential marketing via brand activations has been on the rise over the past decade.
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