With an increasing number of channels and touch points comes a growing number of ways to introduce your brand to people. This type of campaign can be a powerful way to get your brand in front of people and make it stick in their mind. Take this campaign from water sports equipment brand Tribord as an example. The idea was to mimic part of the drowning experience — i. But the experiential element of a brand activation campaign could be something more stripped-back.
It could simply mean giving people the opportunity to try your products. Giving out free samples of a new product can be a great way to introduce people to your brand and get them talking. Mountain Dew carried out a sampling campaign in , during which it drove around the country in an enormous branded truck handing out bottles of its product at festivals and other popular events.
Certainly beats standing outside Liverpool Street station desperately trying to stuff product samples into the hands of impatient rush-hour commuters. Another opportunity to activate a brand is through in-store promotions or events. Due to the nature of the product being released, a photo printer, this type of take-home was the next best thing. This pop up connected the Adidas shoes with a popular Chicago Bulls player and connected feelings of success with owning a pair of the shoes.
Sonic used Coachella, a popular music and arts festival in California, as the basis for their celebrity-chef-backed brand activation. Festival-goers were able to view, order, and post about their square milkshakes all on Instagram, and the shakes were delivered free of charge on the grounds that there was a squareshakes post made upon delivery. Ideally, this activation would ensure that the DirecTV brand is associated, in the minds of consumers, with the joy of watching NFL games.
This takes technique to the next level. A post shared by directv directv on Sep 8, at am PDT. Revolve has a history of going all out on their brand activation publicity campaigns. By inviting influencers on elaborate trips and getaways, Revolve has received attention via social media from the exact audience they hope to attract to their brand.
This brand activation aligned the brand with their target audience and solidified its identity in the minds of consumers as a hip luxury brand.
In one particularly unusual brand activation, members of the BOS team bicycled around an urban area and distributed cans of tea -- while dressed in large giraffe heads. On a mission to promote their new green apple flavor at a music festival, Perrier Carbonated Mineral Water opened a greenhouse filled to the brim with activities, green accent colors, and sparkling water samples. Babies are adorable, but babies in one room has the potential to be a messy disaster.
Virtual reality is becoming increasingly popular as a brand activation, because it can integrate a company into the lives of viewers without being physically present in the same place. Creators of the film Ready Player One chose to take this route when promoting the film, and they had a VR portal created to be built into a treasure hunt reality app -- this design exposes viewers to the brand within an element they are already enjoying, hopefully transferring some of the positive associations into the new film.
Step inside! We live in a social media-driven world. Sometimes the best way to generate social buzz is to simply encourage your audience to post about your brand. The fast-food chain sold square-shaped shakes to concertgoers, perfectly sized for Instagram posts, and only available for purchase through the picture-sharing platform. Source: Intellitix. When you get down to it, why does anybody buy anything? Because it solves some kind of problem. To raise awareness for your company, provide your audience with solutions to their challenges.
Vitaminwater expertly incorporated this tactic into their WayHome Music Festival event strategy by building a human car wash.
What problem does every summer festival attendee deal with? The heat. By creating a fun misting station, Vitaminwater solved this issue, while promoting their brand.
Source: Boots and Hearts. Durango Boots knows exactly who their products are for: proud cowboys and cowgirls. They also understand that a ride on El Diablo the mechanical bull would be a fun experience for most of their target demographic. You just need to know your audience and give them what they want. Source: Museum Hack. The history of your company; where, why, and how your brand got started, is important.
It can help consumers better connect with your organizational values and build trust with them. Attendees learned about the unique history of the store while completing fun tasks. Source: Radius. Radius knows a thing or two about B2B event marketing. Source: VR Focus. Technology opens up so many doors for marketing activation.
How can your company use technology to connect with consumers? Just using tools like event software can greatly assist your brand activation efforts. Source: Warby Parker.
Want to grow awareness for your brand? Warby Parker, the online glasses maker, gets this. During the pool party they hosted at the Standard Hotel in Los Angeles, Warby staff members walked around with mirrors and carts of glasses for guests to try on and purchase.
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