sonos brilliant sound experience

4 Experiential Campaigns That Killed It Without Using Facebook Ads

sonos brilliant sound experience
Photo credit: design-milk.com

One of the biggest challenges that marketers face is deciding where to allocate their budget. We’ve seen global brands like Patagonia, REI, and Adidas pledge to join the #StopHateForProfit campaign against Facebook and pause all ads and ad spend on the platform in July. 

With brands pledging to #SHFP, retail on its way back up after the pandemic, and brand authenticity more important than ever, now is an opportune time for brands to utilize experiential marketing. We put together a list of four notable experiential campaigns that yielded impressive results without ever using Facebook ads. 

#1 The Under Armour Drone Drop

Agency: The Pineapple Agency

It’s 2018 and Under Armour and Steph Curry need an exciting way to deliver the new Curry 4 sneakers to an already saturated market. On a windy day in San Francisco, 10 drones were launched off of yachts, each carrying a pair of Curry 4 shoes. Fans used an app to uncover hidden drop zones that were located throughout San Francisco. They arrived at the drop zones to place their sneaker orders on iPads and within minutes the drones dropped the sneakers directly to fans. 

This campaign went viral, earning 16M social media impressions, 119M media impressions, 25k leads captured, and Gold at the annual EX Awards for “Leap of Faith.” It delighted fans and had the ultimate “cool” factor without spending a nickel on Facebook ads. 

Smart Marketer Takeaway: 

The right brand, idea, and experiential agency can partner to generate noteworthy results without using paid media. That’s the value of creating an experience. You’re not only looking at viral video views and quantitative returns, but you get key insights on consumer behavior in real-time. 

Photo credit: design-milk.com

#2 Sonos’ Brilliant Sound Experience

Agency: Anyways

Sonos partnered with Google Assistant to show that their products went beyond sound, and that music is a multi-sensory experience. Sonos launched a three-day experience with interactive installations in NYC that focused on sound, music, and light. The “Physics Room” utilized hundreds of strands of individual lights to demonstrate the unique experience of every performance. “The Structure of a Song Room,” featured sculptures with hidden stems in each. As viewers explored the space, they would hear different strains of the song based on the sculpture they were near. 

While this could’ve been just another opportunity for participants to get a cool Instagram photo, Sonos went above and beyond to incorporate the latest technology to entertain and educate consumers on the dimensions of sound. The event’s free tickets were sold out before the doors ever opened. More than 3,300 people attended and it attracted a wide range of press from the New York Times to VICE to AdWeek. 

Smart Marketer Takeaway:

Consumers are looking for meaningful, educational, and authentic experiences with brands. Gen Z has more than $140B in spending power in today’s economy and they are attracted to brands that have honest and authentic identities. Lean in to experiential to help tell the truth about your brand and what you care about. As we’ve all seen in 2020 thus far, brand transparency is more important than ever. 

Photo credit: news.yahoo.com

#3 Virgin Galactic Spacewear System Unveiling 

Agency: In-house Virgin and Under Armour teams

Press events are the ultimate opportunity for a brand to utilize experiential marketing tactics, which are the most effective way to ensure people can recall your brand’s story. Virgin Galactic and Under Armour teamed up for a proprietary spacewear apparel line and unveiled the spacesuits inside an indoor skydiving tunnel. The suits were revealed by skydiving world champs performing a dance in the air in the zero-gravity simulator and it was later revealed that Richard Branson was one of the air dancers! 

This event offered attendees a first-of-its-kind fashion show and let them see the commercial spacewear system before the rest of the world. The effort generated more than 2.5 billion impressions without any kind of pre-event promotion or advertising on Facebook. 

Smart Marketer Takeaway:

Influencers (like Richard Branson) should always be considered as a tactic for your experiential strategy. With more people at home researching brands’ responses to the pandemic, influencers have the ability to reach your audience quicker and without boosted promotion. 

Photo credit: nbc25news.com

#4 The Oscar Mayer Wienermobile

Agency: McGarryBowen, Olson Engage

Lastly, you can’t talk about the history of experiential marketing without mentioning the OG – the Oscar Mayer Wienermobile. Over thirty years ago, Oscar Mayer created the Hotdogger program, where recent college graduates apply to be selected to operate a Wienermobile. Since then, it’s gone viral, been offered as an Airbnb stay, and there are thousands of applications for Weinermobiles each year. 

When the Weinermobile launched decades ago, Oscar Mayer relied on experiential marketing in its purest form by using guerilla marketing tactics and emotional connections to drive brand awareness. The brand understood the importance of forging a connection with the public and generating lifetime value over immediate sales ROI. Mark Zuckerberg was three years old when the Hotdogger program launched – needless to say, the students did not find out about the opportunity via Facebook.

Smart Marketer Takeaway: 

Strive to be authentic as a brand, especially in today’s climate. Oscar Mayer is successful because they have never wavered in staying true to who they are and the marketing strategies that work for them. Guerrilla marketing done right is a polished skill and brands should utilize experiential agencies for the right execution. 

If you’re a brand that’s pledged to the #SHFP campaign, have you considered new ways to allocate your marketing funds? Experiential marketing is ripe with opportunity because it can break through the noise, connect with consumers directly, and get your company the insights it needs for future campaigns. With the right experience design, you can be the hero of your brand’s marketing team and execute creative ideas and strategies for your brand in a post-pandemic world. 

Are you looking to build brand awareness, but don’t know where to start? Sign up for a free brainstorm session with Pineapple’s top creative minds. 

3 reasons experiential marketing is a great value for mid-sized brands 

For mid-size brands, experiential marketing is not only possible, it’s a must. Experiential marketing is a growing trend that lets brands bring immersive, interactive experiences to consumers. The experiential marketing campaigns of brands like Frito Lay and Adidas have shown how big brands do it, and this booming marketing trend is possible on a mid-size brand scale with our nimble creative team. Let’s focus on 3 key factors of why experiential marketing is not only necessary but affordable:

Experiential marketing is designed for amplification

Experiential marketing is designed to build an emotional connection between consumers and products through immersive experiences or interactions. Personal interactions create immediate response and feedback. Engaging, memorable experiences also lead to organic social media sharing which greatly increases the value of experiential marketing. Consumers share experiences on social media, but they do not share ads or billboards.

Chipotle just crushed the experiential marketing game by launching its #FlipYourLidChallenge which encouraged users on TikTok to flip their burrito bowl lids using the base of the bowl. The challenge went viral thanks to early engagement from big TikTok stars, and the rest is history. The activation only required a few key video placements and an enticing prize, and participants had to buy a delicious burrito bowl in order to participate. Talk about a win-win!

Creativity drives results

Perhaps the greatest feature of experiential marketing for mid-size brands is that personal experiences cost a fraction of a thirty second Super Bowl commercial and they deliver much higher engagement rates.

When it comes to experiential marketing, event planning and creativity are essential. Mid-size brands have a unique opportunity to engage with their consumers in a personal way by meeting them where they gather. That might be at an event, or it might be on the pages of certain social media personalities.

Be strategic. A smart strategy connects your target audience with your products in an interactive way. Keep it simple and whimsical. Think about the Chipotle challenge. With nothing more than a smartphone camera, a burrito bowl, and some gift card prizes, Chipotle hit a Gen Z grand-slam with over 120,000 TikTok video uploads in the first week of the challenge.

Simple engagement is perfect for mid-size brands to attract target audiences, but it’s important to keep in mind the new ways to measure ROI in the experiential world. Stay focused on the end goal of creating an emotional connection between your brand and consumers. Measure engagement and brand sentiment just as much as clickthrough sales. Build your social audiences and email lists, generate organic social sharing, create brand evangelists–and get good at keeping track of these types of wins. Then the sales numbers will speak for themselves.

You can’t afford NOT to do experiential marketing

These recent statistics highlight the increasing importance of experiential marketing, which is now considered the most successful marketing tactic by industry professionals by a wide margin.

  • 74% of consumers say that engaging with branded event marketing experiences makes them more likely to buy the promoted products. [8]
  • 67% of consumers bought products straight from consumer experiences.  [11]
  • According to industry professionals, the no. 1 most successful marketing tactic is experiential/events (38.34%). This is followed by digital advertising (19.69%), content marketing (12.44%), partnerships/sponsorships (9.33%), and traditional advertising (7.25%).  [14]
  • 60% of industry professionals said that effectively reaching non-physical attendees (i.e., viewers or audiences watching live streams on social media) is critical to an event’s success.

On the other side of quarantine, people will be hungrier than ever for immersive experiences. And even during quarantine, there are plenty of ways to make a splash with audiences that are eager for good news and entertainment. Let’s create a viral video or deliver joy to frontline workers in a safe, branded atmosphere. You got this, mid-size brand. We believe in you.

5 Tips to Create a Successful Pop-Up Shop

Blog originally published by MVP Visuals

Pop-up shops have been a rising phenomenon for all types of brands for the fun and flexibility they offer.  Brands that are primarily e-commerce can test the experience of a physical retail shop without the long-term commitment; other companies that already have a permanent location can set up a temporary shop at events, or collaborate with local communities or other businesses to expand their reach.

These types of activations are also relatively accessible to brands of all sizes – meaning you don’t need a bottomless budget to make it a hit. Here are some top tips to plan and execute a successful pop-up shop for your brand.

Set Actionable and Measurable Goals

As with any marketing venture for your business, you need to have actionable goals (things you can definitively execute with the resources available to you) and measurable goals (making sure you can assess the effectiveness of your actions after the fact). 

Why do you want to test out a pop-up shop? Are you looking to increase your sales? Push a new product line? Test how your products or services resonate in a certain area? Asking yourself these important questions, and answering them, are the key first steps to planning your pop-up shop.

Location, Location, Location

The next step is, of course, choosing where your brand is going to be popping up. Location is a major factor that can make or break the effectiveness of your pop-up, just like the impact it has on permanent retail shops. The spaces available to you are dependent on your resources, but thanks to the swell in popularity with these types of activations, you can get pretty creative with your choice of venue. Some types of trendy spaces for pop-up shops include:

  • Empty storefronts. Scouting out your desired location, and you see an empty store? Vacant of long-term tenants, these spaces are perfect to set up camp for a weekend or however long you’re looking to host your pop-up shop. Connect with a local real estate agent to help you negotiate a deal on a short-term rental of a business space.
  • Inside of other stores. Sometimes referred to as “pop-ins,” this is when you coordinate with a complementary business to hold a pop-up shop inside of their store. It may be tricky to set up an initial relationship, but this can go a long way in getting you prospective customers if you’re partnered with shops they already trust and frequent. It can also be fun and mutually beneficial to build a network of support with other businesses in your community.
  • Trailers/mobile structures. These are becoming increasingly popular for brand “tours” if you want to have a more flexible way of setting up shop throughout multiple locations. Look around for companies that offer turnkey solutions for these types of structures to make it ultra-accessible for almost anyone to transport and set-up a mobile pop-up shop.

Build the Hype

You’re putting in the work to plan the logistics of your pop-up shop and what you hope to get out of it – but you need to make sure people are going to show up! Your marketing strategy is just as critical as setting the perfect location. This is where you may want some help from the pros at experiential marketing agencies to maximize your return on investment. Some critical points of a pre-marketing strategy for your pop-up shop could involve:

  • Targeted social media advertisements. Leverage platforms like Facebook and Instagram to promote your upcoming shop to users in the area where you’ll be. These social tools let you tailor your desired audience by several demographics, like age, gender, and geographic location, so you can push directly to those that will be most likely to engage with your brand.
  • Partner with social media influencers. Do you have people you consider to be “brand loyalists” in your arsenal already, or a certain social media presence who has a large following and may be interested in your brand? Reach out to them! You can set up a swap of free product for publicity, or whatever is best for you, but word-of-mouth marketing is mega-powerful on social media. 
  • Connect with local media. Local media outlets are always seeking events or topics to cover, so reach out to them a month or so in advance of your pop-up shop so they can help generate buzz in the community. 
  • Leverage existing customer relationships. If you have existing lists of email newsletter subscribers or social media followers for your brand, don’t forget to make them aware of your upcoming shop, just like you would with any other special promotion. Even though social media for businesses is becoming increasingly “pay-to-play” to garner new growth, organic content still has its impact! For emails, depending on what service provider you use and how much data you gather about your subscribers, you can even segment your audience to send an email campaign to customers closer to where your pop-up shop will be.

Prioritize Customer Experience

CX, short for customer experience, isn’t just a fancy acronym or buzzword. It’s a major driving force behind the success of your marketing endeavors. You want to sell your product and make money, but it’s been said time and time again – customers don’t buy a product, they buy an experience they get with a brand. Creating an experience for your customers is the crux of a pop-up shop’s ultimate results! Some primary focuses to enhance your shop’s customer experience can be:

  • Offering amenities and entertainment like free Wi-Fi, refreshments, interactive games and contests, and a DJ or independent musician.
  • Utilizing interactive stations like a life-size inflatable replica of your product or logo for a fun photo-op spot – group selfies encouraged!
  • Free gifts for each purchase like a sticker or tote bag; something low-cost to you, but that will add that fun little extra “thank you” customers will remember.
  • Ensuring adequate staffing levels to make sure checkout remains smooth and speedy, help is readily available, and encouraging your staff to just interact with your customers and have real conversations. People appreciate it when a brand feels human.

Not to mention, engaging with your customers in real-time is priceless to gather qualitative feedback – what people like, what they don’t, and the overall impression that they’re getting from your shop and brand as a whole.

All in all, pop-up shops are definitely no minor undertaking, but they can make major positive impacts on your brand success. Now more than ever, consumers crave standout experiences from the brands they’re considering putting money into – make sure you’re ready to give that to them.

About MVP Visuals

MVP Visuals helps brands increase their return on investment for event activations with beautiful, custom displays.

5 Technologies we are excited about for 2021 music festivals

The world is becoming more tech-friendly than ever before, with music festivals being no exception. Music festivals are the great experiential unifier—when else are hundreds of thousands of people simultaneously undergoing one particular remarkable experience? Technologies have enabled music festivals to not only streamline processes, but better connect mass amounts of people. Here are a few technologies that we are most excited about once the scene returns: 

Drone Light Shows

Drone light shows are like fireworks, but they don’t terrify wildlife, add toxic chemical pollutants to the ecosystem, litter plastic casings, trigger terror in people suffering from post-traumatic stress disorder, or increase risk of wildfires. We saw Intel fly 2066 drones in July of 2018 to celebrate their 50th Anniversary, which broke the Guinness World Record for drones flying simultaneously. At music festivals, drones can display thousands of color variations and move in sync with the music. 

RFID Bracelets

This technology has allowed attendees to go cashless and touchless when paying for concessions, expediting the process and reducing the risk of COVID-19 transmission. In addition, it streamlines the check-in and security process by indicating validity instantaneously, which minimizes lines for entering the venue. The technology also helps to eliminate ticket fraud by being virtually impossible to duplicate.

Wearable Technology

If fans can’t make the show, they can experience it from home. We’ve seen AR and VR emerge as ways fans can “get closer” to their favorite artists and become more immersed in the experience.  Fans can get up on the stage, and experience the performance alongside the artists. The technology enables users to intensely hear and see perhaps even more acutely than real life. 

Holograms

From nostalgia-driven performances by classic artists to hyper-futuristic occasions, to put it bluntly, holograms make people lose their f******g minds. A hologram of Tupac already performed at Coachella 2012, so the technology is well under-way. Madonna even performed with 4 hologram versions of herself at the 2019 Billboard Awards. 

Enhanced Sound

You know when you’re listening to music on headphones and the sound bounces from one ear to the other and you feel like you’re inside the recording studio? In the past, you wouldn’t necessarily get that experience at concerts unless you’re in the *perfect* spot. Now, performers are focusing more on creating a 3D sound experience that fully immerses the audience from every seat in the house. 

What Level of Experiential Marketing Service is Right for You? 

If your company is considering hiring an experiential marketing agency, you’ve already recognized the value of experiences. Creating a unique branded experience allows you to break through the sea of traditional marketing and connect with your audience in a meaningful, memorable way. 

Experiential marketing is a relatively new field as compared to traditional advertising, which makes it a great opportunity to get ahead of the competition. It also means hiring an outside agency is a great way to maximize your marketing budget and produce a truly memorable engagement. Whether you are looking to produce an event, a digital or virtual experience, or an out-of-home campaign that engages your audience in a new way, your internal marketing team can amplify its reach and capabilities by partnering with the right agency. 

Tailored Involvement for Well-Fitting Results 

As with any outside agency, every brand has a different vision of how involved an external experiential marketing team should be. The level of involvement should be mutually beneficial and clearly discussed to ensure that all parties are satisfied and able to do their best work. Here are the three main ways an external experiential marketing agency should work for you. 

A full-service extension of your internal marketing team. 

For many brands, the best way to dive into a new realm of marketing is by finding a full-service extension of the internal marketing team that takes your existing brand guidelines and goals and translates them to an entirely new medium–in this case, experiential activations. 

Look for a full-service extension that listens to your needs and learns about your brand then delivers concepts, strategy, design, production, and execution. A full-service agency should work side-by-side with your team and relish collaboration. Look for the right balance of confidence in ideas while being receptive to feedback. 

An experienced team that brings your ideas to life. 

Lots of internal creative teams generate world-class ideas across all channels and marketing opportunities. However, one-off experiential executions require a unique set of skills and resources that many of the most talented marketing creatives simply don’t have the bandwidth for. From local permitting to sourcing niche details to installing giant shipping containers in tight spaces, oftentimes the hardest part of experiential activations is bringing them to life. 

An agency that specializes in executing your vision should be great at communication–both listening to your ideas and sharing its plans for bringing them to life. These agencies should have a large network of partners and contractors that can make literally anything happen. And they should embrace the challenge of executing your ideas, without the need to insert their own creative if that’s beyond the scope of the project. 

An agency that provides creative ideas, strategies, and a playbook for execution. 

For brands that just want to get started with experiential marketing, this is the easiest and best way to get a foot in the door. Simply reviewing the possibilities of experiential marketing activations gives your brand the opportunity to consider how much budget to allocate and allows you to understand more about how the agency thinks. Some agencies will even create initial concepts and ideas as a complimentary service if it’s your first time working with them. 

As always, you should look for an agency that is innovative, collaborative, and at the forefront of trends. Whether you want to ruffle feathers or simply capture audience attention in innovative ways, the agency should understand your goals and deliver unique ideas and clear plans to make them happen. 

How The Pineapple Agency Works 

We are comfortable working in any capacity with our clients and we always operate with the same goal extending across all of our projects: create an immersive experience or activation that brings our client’s brand to life, maximizes ROI, and creates lifelong customers/followers.

Whether you need us to integrate with your in-house and/or external marketing teams, want a few ideas, or are ready for a turnkey experiential activation, we know how to deliver. The Pineapple Agency has experience acting across all styles of agency and with clients of all sizes and needs. And right now, we’re offering our creative concepting services completely free to new clients. 

Why Pride Month is the Ultimate Experiential Marketing Campaign 

Gay pride has worked its way into all of our lives. In non-Covid years, Pride parades across the country are ultimate block parties that include people of all backgrounds and orientations. The strides towards equality are priceless, and Pride is also one of the ultimate marketing campaigns of our generation. 

Gay Pride Month is the perfect opportunity for brands to express themselves as supportive and inclusive while also creating an immersive (and colorful!) brand experience. Here’s why Gay Pride Month is the best example of an experiential marketing activation we’ve ever seen. 

Step Outside Your Box 

One of the best parts of Pride as experiential marketing is that it isn’t product-centric. Some marketers may be scratching their heads at this, but creating experiential brand equity goes far beyond hands-on product demos in trendy booths. 

Whether it’s a rainbow color scheme on a limited-edition product, a welcoming parade or celebratory event, or a more serious campaign that shows your brand understands, many brands have come up with beautiful ways to demonstrate their support of Pride Month that also include immersive components. 

And during COVID-19, brands have gotten extra creative. Jack Daniels threw an entire online cooking show hosted by drag queens that was fabulous and provided us all a whimsical escape from the quarantine blues. Not to mention it captured audience attention by standing out from the sea of bourbon barrel and gun smoke imagery typically associated with whiskey marketing

Let’s Get Emotional 

Experiential marketing is supposed to evoke emotion, and Pride Month evokes all kinds of emotions! From the fun and whimsy of rainbow confetti to the bittersweet recognition of civil rights and societal progress, it’s hard not to get swept up in the emotional energy of Pride. From panels that combine serious stories with big laughs to rainbow slides sponsored by Tinder that encourage you to “Slide into your senator’s DMs, there is no shortage of feels during Pride month. 

And that’s what separates a great experiential marketing campaign from a boring, traditional marketing effort that doesn’t engage the audience’s emotions. Last year, Smirnoff didn’t just make its social media rainbow for a few days, it threw a New York City-wide “Welcome Home” campaign that featured sponsored taxis, immersive experiences for passersby, and multiple pop-up gardens, parties, and makeovers that let anyone and everyone feel welcome and celebrated in NYC. 

Show You Care 

Immersive brand experiences separate the real ones from the committee-engineered marketing campaigns. We believe that experiential marketing is the best way you can let your brand’s heart shine through, and Pride is a heartfelt month! 

We love the idea of letting customers share their needs and values and drive a brand’s strategy over time. American Express has done a great job of listening to its LGBTQ+ cardholders and helping sponsor everything from Pride parties to special rewards for shopping at gay-owned small businesses. 

Whether you’re celebrating Pride this year, want to gear up for next year, or are looking for inspiration on how to convey your brand’s sincere mission statement to the world, Pride campaigns are one of the best places to learn how to be radically honest and loving with your audience. 

Your Audience is Powerful–Listen to Them!

The LGBT audience is powerful – they make up 4.5% of the general population, and a much larger percentage of creative industry positions. They aren’t afraid to speak up because they’ve been having hard conversations and seeking opportunities to be proud of who they are their entire lives. That makes Pride Month a great opportunity to engage with your audience by making your experiential campaign an experience for your brand, too. Attendees may want to have fun, but they also want to change the world. 

Just like you want your experiential activation to have a lasting impact on your audience, your audience wants its voice to be heard year-round. This heartfelt article from Freddie George’s shares the history of Pride and helps you understand how to be a welcoming, community-oriented brand every month of the year. 

If you want your audience to care about you even when you’re not throwing a party or running an ad campaign on their channels, you need to express your care for them, too. 

Embrace the Celebration 

Pride Month has been an immersive experience since long before experiential marketing was a category. The brave originators taught the world so much about how to welcome everyone and celebrate authentic selves while throwing an event that nobody could ever forget. 

As Gay Pride has hit the mainstream, we encourage you to authentically engage and reflect your brand’s values with partnerships that make sense. Have fun, try something new, and learn from the visionaries who came before us. Listen to your audience, love them for who they are, create memorable experiences, and they will remember you. 

Let’s Get Engaged 

Ready to plan a Pride activation or a yearlong marketing strategy that learns from the treasure trove of Gay Pride creativity? 

4 Ways Experiential Marketing Beats Traditional Marketing

While Super Bowl commercials still command six figures for thirty seconds, brands of all sizes are focusing more heavily on experiential marketing than ever before. Creating an emotional connection with consumers is not only more affordable than marquee traditional advertisements, the results are priceless. 

Experiential marketing has numerous advantages over traditional marketing, and here are four ways that it’s better than ever. 

1.     CREATING MOMENTS THAT LAST 

Advertising isn’t worth much if it doesn’t have a lasting impact on your target audience. Memorable moments create lasting brand relationships and evangelists and generate organic social shares, which live in people’s feeds differently than advertorial content. Experiential marketing gets to the root of the audience’s psyche through immersion and action. Consider these stats from OnSpot Social:

People generally remember…

 2.     POSITIVE BRAND ASSOCIATIONS

A brand association is what consumers think of or remember when they hear your brand’s name. Experiential marketing works because it invites your audience to do something memorable and create a positive brand association. An emotional connection to your brand may not be on the list of traditional ROI measurables, but it should be. Brand sentiment is rapidly becoming one of the leading ways to measure the success of a campaign. 

 3.     DEVELOPING AND REPURPOSING CONTENT

The buzz generated by an experiential activation creates an amazing opportunity to reach an even larger audience beyond the attendees. Not only can content be shared on social by your brand and attendees, it can also be repurposed and distributed through different media channels after the experiential activation has taken place. Budweiser held a tongue-in-cheek funeral for 3.2% beer in Utah after the Prohibition-era law was repealed, which led to a fun night in downtown Salt Lake City and content creation opportunities for an ongoing campaign marking the arrival of true “Bud Heavy” in Utah. Instead of a commercial shot in a studio setting, the campaign relied on imagery and footage captured during the experiential 3.2 funeral. Talk about getting more for your ad dollar! 

4.     REAL TIME INSIGHTS

There is a critical distinction in the age of social media–does your ad have engagement, or just reach? You can buy space in all the Newsfeeds in the world, but if you don’t engage your audience, it’s simply not an effective marketing strategy. Experiential marketing engages consumers in ways that go beyond the endless scroll of content and gives brands real-time insights into how consumers respond to your brand and content. 

IKEA recently threw a series of in-store sleepovers and “after hours”  sleep festivals that not only turned many shoppers’ dreams into reality (sleep in one of those comfy IKEA beds!? Yes, please), it gave the brand valuable insight into what products resonate most with consumers. What better way to know which beds are most in-demand than celebrating all things sleep at IKEA stores in memorable fashion? 

Experience Matters 

When it comes to marketing, delivering experiences matters. Brands that can engage and delight consumers are more likely to be top of mind, create positive brand associations, and even gain priceless consumer insights that cannot be replicated by even the most detailed analytics tools on traditional interrupt ads. And if you want to throw a memorable activation, experience matters, too.

How to De-escalate Tension in Large Crowds: Advice from Music Festival Producers

Justin Moss, our Founder & CEO, has been producing music festivals for 20+ years, and it’s safe to say that he’s learned a lot about large crowds. Whether you are planning on attending a demonstration or supporting Black Lives Matter in another way, here’s what we would do if we could be right there with you:

  • First and foremost, come from a place of empathy, support, kindness, and love. 
  • Keep calm and alert at all times.
  • Be aware of your surroundings – take note of possible exits, first aid tent, officers in uniform, etc. 
  • Respect personal and private property. 
  • Consider handing out free water/food – it improves the overall mood of the crowd. 
  • Do not respond to taunts, threats, or agitation.  
  • Understand the context of agitated behavior – you can try and address the source of the problem.
  • Maintain an even tone of voice and do not try to “out shout” aggressive individuals. 
  • Maintain eye contact as a way for the agitated person to realize that everyone is human. 
  • Allow angry persons a chance to “vent” their feelings verbally. Actively listen to the person while waiting for them to pause for a breath and then take advantage of the opening to guide them towards calmness. 
  • Try to find common ground.

If de-escalation is not possible, get yourself and others to safety as quickly as possible. Keep calm, avoid running, and don’t turn your back to the situation until you are at a safe distance. 

Our team is here to help. If you’re interested in chatting with one of our team members about managing crowds, events, or ideas for experiential marketing, just say hello!