Five trends that will shape experiential marketing in 2021

While we aren’t fortune tellers, and no matter how many times we’ve looked into our crystal ball, we don’t know exactly what 2021 will hold for us. What we can say is that we’ve been on the ground working through the current challenges in real-time, and we’ve got a good grasp on what we believe the trends that will shape the years ahead will be. We’ve gathered a shortlist of these concepts for you to consider as we enter the unknown. 

Cheers to a fresh perspective, a renewed industry, and a new year!

1. Emotional intelligence 2.0

Digital is about people, not technology. It’s about emotional intelligence, not artificial intelligence.”

Tom Bryant

Since the term ‘emotional intelligence’ was coined in the ’90s, EQ has seemingly become a part of every professional conversation since. 30 years later, a new era has arrived — the era of ‘digital emotional intelligence’ (DEQ). For brand marketers, it’s now essential to have DEQ and be able to interpret digital emotional cues which guide thinking, responses, and decisions across channels and particularly, events and experiential marketing.

DEQ comes with its own set of available tools like social media. On social channels, brands can directly access what people say and share in their photos and videos. Beyond that, they have access to an unfiltered view of how people live and consume – displayed by interactions across platforms that tell the consumers’ full story. Brands can take this free information, plan an experience flow, and then study decision-making during the consumer journey. Afterward, they can continue to use digital footprints to understand how people move through the funnel chronologically and compile data that can ultimately drive strategy for customer loyalty and lifetime value. 

With strategy driven by DEQ, brands can personalize, engage, and connect with consumers immediately, transparently, and organically. And if a consumer sends you the ‘you up?’ DM in 2021, your digital emotionally aware social team better answer them appropriately. 

2. #ShopLocal 

In 2020, the global pandemic completely obliterated the predictability of purchasing habits. With stay-at-home orders in place, many people shopped locally by going down the block for their necessities while also supporting their local small businesses. With these changes, there’s evidence around us to predict larger brands will rely on brick and mortar stores’ comeback and localized pop-up experiences to serve as a tool to fuel online growth and retail.

Melissa Gonzalez, author of The Pop-Up Paradigm: How Brands Build Human Connections In A Digital Age, says, “[Physical stores are] where brands build deeper human connections, where they build community with robust in-store event schedules, where they test partnerships and collaborations. As a result, we will also continue to see a mix of standalone stores — a.k.a. flagships — pop-up shops and pop-in shops, depending on the market.” 

Looking ahead to 2021, Gonzalez predicts that most brands will continue to beta test and reinvent themselves to appeal to consumers’ demands for digitization and convenience. Brick and mortar stores and restaurants will downsize their physical locations but continue to use them to drive experiential concepts that will emotionally impact consumers and funnel them to make purchases online. 

3. Saying nothing speaks volumes 

“…consumers are looking to brands to help change society. Brand activism is in full swing. People want to spend their dollars with companies that embrace their values and that are going to be catalysts to make things better. Brands have a tremendous amount of responsibility to not only themselves but the communities they serve.”

—Edward Bourelly, Vice President of Marketing, Planet Fitness.

Brands that want to stand out in the future need to become aware of what they stand for on social issues, be specific in their choices, and speak up when appropriate. Gone are the days where brands can skirt by without taking a side on social movements, injustices, climate change, and even politics. Those who don’t speak out are left behind, and even more damning, they’re being called out publicly for not taking a stance. Take Wendy’s as an example: Wendy’s threw its support behind Black Lives Matter by using its popular Twitter account to promise to “amplify Black voices,” and then they just stopped tweeting. Critics and supporters alike have criticized the brand’s messaging and period of silence. Financially, the business was impacted as Wendy’s saw a $7.5 million decrease in net income in Q2 compared to 2019

Photo credit: twitter.com

Cause marketing is being driven by a feeling of increased corporate responsibility as well as consumer demand by a very vocal and opinionated Generation Z. Because of this, brands will partner with a variety of causes, grabbing people’s attention and building brand love to have positive social impact. Look no further than fast-food titan Burger King, who launched A Day Without Whopper to support McDonald’s Children with Cancer initiative. These collaborations will have an immense impact across demographics and shift expectations for companies as entities responsible for standing up for good.

4. The future is sustainable 

When consumers connect with a brand today, they show the rest of the world what they believe in whether its LGBTQ representation, black lives matter, or renewable energy. Brands that don’t show that they are actively working towards the same goals as their consumers will not connect to their audience — duh! Environmental awareness is here to stay and brands, marketers, and the rest of the world are responsible for thinking about sustainable strategies in our work. 

For experiential marketers, who often activate large-scale events, there are plenty of ways to reduce the environmental impact of your events to make them more sustainable, for example:

  • Reduce travel emissions generated by your activations using video conferencing whenever possible and working with local vendors and suppliers rather than importing products.
  • Make use of eco-friendly materials and provide recycling and composting bins for any materials or premiums distributed.
  • Use compostable or even edible utensils and containers for any product sampling, and be sure to dispose of used materials in an environmentally friendly way. 
  • Create custom fabrication that can be reused and repurposed. This goes a long way to creating more environmentally friendly events. 
  • Design experiences and events that create memories and emotions that last beyond one interaction. Those don’t get tossed in the landfill like branded tchotchkes usually do. 

There are countless brands that are recycling and producing sustainable products while paving the way for the future — Salomon, Chipotle, Adidas, Patagonia — as a few examples. In 2021, expect brands like these to work with their agencies on ultra sustainable experiences that focus on the brand experience, product, or service, and not a plastic giveaway item. 

5. Perfectly imperfect content 

“I’m excited to see what brands and creators do with this new ‘permission’ to throw out the perfection and prioritize the real. “People want to see real, relatable content, and that can mean something that’s produced on an iPhone.”

—Katie Shill, Senior Director of Marketing, Calm.

User-generated-content (UGC) is our industry’s most authentic form of digital word-of-mouth marketing. And the best part about UGC? It’s never perfect but it’s always real, which makes it valuable. Created by consumers or users rather than by a brand, UGC is now a cornerstone of many marketing strategies with 86% of companies and many big-name brands now repurposing the content of their followers and advocates.

When TikTok launched, Kevin Roose wrote in the New York Times that the platform was, “a place where people can let down their guards…a throwback to a time before the commercialization of internet influence, when web culture consisted mainly of harmless weirdos trying to make each other laugh.” The platform’s simplicity and imperfection are exactly what propelled TikTok forward as the go-to app of the next generation. 

Photo credit: newsroom.tiktok.com

More often than not, UGC is some of the most incredibly creative content because the users don’t have limitations to what they say or do — i.e. @420doggface208 and Ocean Spray. Brands that utilize UGC can humanize themselves and consumers trust the content they are consuming from others just like them. Just like brands will collaborate amongst themselves, expect brands to collaborate with consumers a lot in 2021. 

Trends are trending

To summarize, we’ve been actively working to figure out what the hell is going on over the past nine months. We believe these five trends are the lowest hanging fruit, the most readily achievable, and the ones that are necessary for all brands to adapt to the upcoming “new normal” in the post-pandemic world. We’re committed to seeing these trends come to life in our internal efforts and through the work we produce alongside our clients. 

If you’re ready to start diving into these strategies, want to talk through the other significant trends we see bubbling to the surface, or simply want to grumble together about the dumpster fire that was 2020 — we’re ready for ya! 

2020 Gifting Trends

Gifting trends for 2020 have taken a shift from a single item, direct to recipient gifting, to gifting to entire families.

This hasn’t been an easy year, but The Pineapple Agency and dfine Branding are here to make a difference for our clients, their clients, and their employees who have been weathering the storm alongside the rest of us throughout the year.

This year we are featuring custom curated kits with bespoke inclusions for the individual needs of each client. All hand assembled, packaged and shipped direct to your recipient’s front door. This look book is meant to inspire solutions for your gifting needs, which our team will then tailor specifically to your brand and gifting intentions.

9 tips for an epic virtual holiday party

With virtual and hybrid events dominating our immediate future, the stakes are higher than ever to pull out all the stops for a memorable remote holiday party. The Pineapple Agency plans and executes in person, virtual, and hybrid corporate events, networking events, and launch parties all year long — but we’re the first to admit, holiday parties for virtual teams can be challenging.

Here are our 9 tips to hosting an epic virtual holiday party:

Photo credit: blog.zoom.us

1. Choose your digital platform

This step is, by far, the most important choice you’ll make when it comes to planning a memorable remote holiday party. The big decision is whether conferencing software, a live streaming platform, or a full-blown broadcast production makes the most sense.  

We recommend the standard conferencing platforms like Zoom and Microsoft Teams for mid-sized gatherings, parties with a more informal structure, or events with budgets less than $40,000. These platforms offer perks like speed to market, user-friendliness, and are relatively inexpensive. 

If you’re working with an agency to put on your remote holiday party, they will likely (and should) recommend a remote operator or cloud-based production. Remote operators for live stream meetings are a key component to higher production value and a well-orchestrated event. Cloud-based productions are the granddaddy of them all. With this production package, you’re getting broadcast-level production that incorporates multiple forms of content delivery and includes a full, dedicated team that will handle A-Z technical production and logistics. If you’re a Fortune 500 company or aspiring to be, this should be your go-to. 

Photo credit: refinepackaging.com

2. The experience starts with the invitation 

Go ahead and splurge a little on some fun physical invitations for your virtual holiday party. Why not go the extra mile and make it a full unboxing experience? If you’re unfamiliar with the unboxing phenom, check this out for some tips on mastering the art. Maybe your invitations tease the theme of the party, give your guest something to wear, or hint at something special happening to get people excited to tune in. Whatever the final approach, don’t overlook this initial touchpoint. 

3. Automate registration, RSVPs, and reminders

This one is mostly about streamlining the scheduling logistics. With so many digital options like Eventbrite, Google Forms, or custom microsites you can set up with an agency partner, you can save yourself the headache and head counting by letting your guests do the work for you. Even something as simple as branding the registration process is a great way to set the tone and build the excitement leading up to the event. 

Photo credit: independent.co.uk

4. Now, let’s talk F+B

The most important ingredient for a good party. Aside from taking the potluck dinner right to people’s doors, you’ve got plenty of great options to give your guests a great holiday spread. Real-time delivery services are going to be your best friend here. Create a company prepaid card or give out gift cards or stipends to use DoorDash or UberEats during the party. As for the beverage, be sure to send out some party care packages beforehand with all the fixings for great cocktail mixers and snacks. This is a great way to send a little token of your appreciation to your employees who’ve taken all the changes of 2020 in stride. 

5. Give a run of show…and stick to it 

A great host always lets guests in on what to expect during the party, i.e. agenda and timeline. It’s an even better experience when you send out the agenda along with registration and then stick with the outlined agenda and timeline. 

As with any party, let your guests know the dress code. Is there a theme? If so, don’t keep that to yourself. Let your guests know with plenty of time in advance to ensure everyone is on the same page and able to participate. That being said, make sure your guests know if they’re expected to be on camera or not. Making sure everyone is on-board with the plan will ensure the night runs as smoothly as possible, given the changing virtual circumstances.

6. Here’s to hosting

As the host, it’s your role to manage the flow of the party and keep it professional. It may be tempting to think you can just let your guests mingle as if it were an in-person party but that simply doesn’t translate well in the virtual space. It can get awkward pretty quickly if no one is leading the charge or multiple people are vying to take lead. 

Additionally, take the time beforehand to give your camera and audio a double check. Roughly 50% of people say what they dislike the most about virtual events is low video quality or low production quality — so don’t underestimate investing in the production value even if it’s “just a virtual holiday party”. Agencies often have all-in-one components or production kits that boost your street credibility as a virtual host — be sure to ask about your options. 

7. Bring on the party games

As much as we believe that you can give the world’s most thrilling monologue, it’s so important to make the event as interactive as possible. 91% of recent survey respondents chose “Keeping members connected” as a primary goal of virtual events. How you have everyone participate is going to be the distinction between a party and a business presentation. 

Throw in some games, trivia for prizes, maybe some voting or polls with high stakes. Some of these ideas can get more complicated than others but event planners and experiential marketing agencies typically have a network of digital partners that can streamline this for you.

8. Find something to celebrate

It’s been a bleak year to say the least but it’s up to you as the host, to dig deep and find some positives. Maybe your company had an increased number of promotions or your customer satisfaction score increased. Maybe Todd, the senior software engineer, finally cut his mullet after 10 years. Whatever it is, find something to celebrate including all those immeasurable things — the loyalty of the company’s employees, the hard work that everyone’s put in, the strength for parents to do full-time parenting, and full-time work, etc. Of course, virtual can’t replace the rambunctious annual holiday party everyone knows and loves, but you can plan it in a way that is at least a good time.

9. Repurpose your budget

On the surface, virtual parties may seem like they’d be less expensive to put on. But in order to host a great virtual company holiday party, you need it to be executed smoothly with no bandwidth issues, crashes, or freezing up. So even though you save on venue costs, a good virtual experience is going to cost you. Put the money that would be going towards the venue and spend it on your guests instead — deliver a thoughtful gift, send a care package of holiday goodies, and maybe a little something extra or unexpected for the year that was plenty extra and unexpected. 

That’s a wrap

Virtual holiday parties may not compare to the real thing, but there are still plenty of ways to make them worth the investment and time so you make your guests feel truly celebrated. However you choose to come together to reflect on the events of the past year, it should be personalized, engaging, and epic in its own way. 

Sports and Experiential Marketing – What’s the new play?

Same Game, New Rules

SWISH. The atmosphere is nothing less than electric. Everyone is on their feet now. Time stands still as thousands of eyes are all fixed on the same scene unfolding in front of them. The faint swoosh of the net and blaring of the buzzer is drowned out by the eruption of roars from the crowd…Whether you’re a SportsCenter junkie or an occasional fan, it’s hard to beat the thrill of live sports. In a non-COVID world, sports and experiential marketing go hand-in-hand, but for the time being, stadiums remain empty or only partially full. Regardless, sports fans and brands alike have found creative uses of technology to bridge the gap between the couch and the court-side. 

Here’s a brief look at the landscape of sports and experiential marketing as its evolved:

IRL to AR

With consumer behaviors in constant flux, marketers are challenged with the task of adjusting along with their audiences. After a tumultuous 2019 season, the NBA was forced to halt play in March just before the playoffs. The season suspension was the first sobering moment of just how widespread the impact of the virus would soon become. At the time the season was suspended in March 2020, there were still 259 games left in the 2019/20 NBA regular season. 

Photo credit: usatoday.com

With the proverbial shot-clock ticking, the NBA and it’s sponsors weren’t ready to throw in the towel just yet. After months off, the season resumed within the highly monitored Disney Bubble with relative success, proving a path forward for contact sports like basketball. With the restart, brands have been quick to employ the latest in live-streaming tech to bring the experience and excitement of sport to fans. Michelob Ultra, the official beer of the NBA, didn’t miss a beat and took their sports and experiential marketing strategy online offering the chance for virtual court-side seats to the Finals. Using its Teams “Together” mode, Microsoft has designed stadium-like experiences for 300 fans to watch their teams play and interact with each other from giant 17-foot screens surrounding the court. While of course, recreating all the excitement online doesn’t translate perfectly, features like the “Tap-to-Cheer” option on the NBA and WNBA apps give fans and players a chance to make the best of an awkward situation. On the app, brands and athletes have a natural way to interact with sports fans who can still show their support and give their favorite teams the home-court advantage from their own homes. 

Home Advantage

Speaking of home advantage — with fans unable to come to them, brands are having to get a little bit more creative when delivering experiences. And Bud Light, a brand integrated into sports and experiential marketing more than any other, is taking that challenge literally. When sports seasons were allowed to resume, Bud Light was ready to go the extra mile for sports-starved fans. After the anticipated return of the NHL season, Bud Light teamed up with Drizly to deliver some celebratory beers right to fan’s doors in true hockey fashion – by way of a big Bud Light blue Zamboni. Since the campaign’s initial puck drop, they’ve expanded their delivery offering to include Bud Light Platinum and Bud Light Seltzer through 21 different retailers. Not to mention, as part of the There’s a Bud Light There campaign, the brand hailed the return of baseball season by creating a few video spots with a light-hearted quarantine-take on the classic “Take Me Out to the Ballgame”. With a little ingenuity Bud Light has been able to make it easier for fans to find something to celebrate, even if it’s just some comic relief. 

Photo credit: twitter.com

The Pandemic-Proof Sport

Esports and online gaming leagues have surged in popularity since the pandemic hit. Though the leagues had to cancel live competitions in the wake of the virus, it still thrives online through streaming platforms like Twitch. What was once an online niche has exploded into the mainstream and brands are taking notice. We’re seeing big brands like United Airlines getting in on the action and initiating esports sponsorships during the pandemic. By teaming up with sports, they’re combining something tangible AND digital. This is an innovative, fresh, brand marketing opportunity for an established brand like United. This isn’t a one-off blip — expect to see more and more brands following suit as professional gaming starts stepping center stage.  

Taking a Timeout

Through all of the lockdowns, quarantining, and self-isolation, social media, and live video have offered all of us a way to safely stay connected as well as giving brand marketers another outlet for activation. Brands like GoPro and JPMorgan Chase rely heavily on event marketing and sponsorships throughout the year, but both brands found themselves facing the unique challenge of having marketing dollars set aside to spend on events and suddenly nowhere for it to go in 2020. GoPro pivoted to #HomePro — social media-based sweepstakes challenging consumers to find adventure in their own homes and submitting their most creative at-home adventure video or photo for a chance to win free gear, discount codes, and other prizes. Chase kicked off the U.S. Open tennis tournament with Chase Sound Check, a live virtual concert with performances by Khalid, Kane Brown, and Chloe x Halle and hosted by Serena Williams. Additionally, Chase launched the #UnlocktheOpen Twitter sweepstakes where the brand is delivering more than 8,000 free boxes of branded swag and treats from local bakeries to consumers who participate. Both campaigns have been a success with thousands of submissions from all over the globe proving that with a little creativity and new messaging, brands can still connect with fans from a distance. 

Whole New Ball Game

Of course, everyone is missing the thrill of in-venue sports and with football season upon us, this fall just won’t feel the same without time-honored traditions like The Bud Light x Broncos tailgating and stadium experience. But even with all this change, those of us in the business of building creative experiences are finding ways to stay connected and keep the relationship between sports and experiential marketing alive, even if it’s from a tv screen rather than a stadium seat. Agencies, brand sponsors, and technology developers have taken the change in stride and aren’t viewing it as an obstacle to overcome, but an opportunity for experimenting with creative solutions and emerging tech. By weaving together digital and live experiences into hybrid events, brands are pioneering new solutions to reimagine the fan experience and even bring a little bit of much needed normal to our lives. 

Meet Our Intern – Katie Guy

Get to know our incredible Fall 2020 intern:

  1. Name: Katie Guy

School:  University of Texas at Austin

Hometown: Baytown, Texas

  1. Why did you want to intern at The Pineapple Agency?

Through Experiential Marketing, The Pineapple Agency has created spaces for human connection and immersive experience to intersect. The Pineapple Agency has been doing great work to enhance our digital and physical spaces through fostering meaningful relationships and I wanted to learn from an agency that has produced content and events that enrich people’s lives.

I am extremely thrilled to have this opportunity and am looking forward to a great semester!

  1. How do you stay focused working from home?

It has for sure been an adjustment! I try to find different spaces around my house to change up the scenery and create a schedule that carves out time to work and rest. I don’t even know if blue light glasses actually work but I have been using them!!

  1. What are your hobbies outside of work?
  • Watching movies has to be one of my favorite things to do in my free time.
  • I also love spending quality time with my good friends and roommates. We have been going on many walks to new places and experiencing the city a little differently during this time. 
  1. What is on your Colorado bucket list?

My Colorado bucket list may seem pretty basic to most Coloradans, but here it is!!

  • Attend a concert at Red Rocks Park and Amphitheatre
  • Drink a coffee from a coffee shop with a snowy view 
  • Wander around Rocky Mountain National Park 
  • Make it past ski school and the bunny slopes 
  1. What is the best piece of advice you’ve ever received?
  • The best days begin when you wake up, make your bed, and go for a walk outdoors. 
  • When it comes to creative work: The art of storytelling is the greatest experience shaper that we have ever known. Technology is a storytelling tool that changes with the experience.
  1. What is your favorite festival you’ve been to, and one that you really want to go to?

My favorite festival I’ve been to is ACL (Austin City Limits) and one that I would really like to attend would be Lollapalooza in Chicago!

The Pineapple Agency Earns Spot on 2020 It List Recognizing Top 100 Event Agencies

DENVER – Out of hundreds of applicants, The Pineapple Agency made its debut appearance on the much-anticipated Event Marketer’s It List recognizing the top 100 agencies in the event and experiential industries. The agency was featured among long-time experiential marketing heavyweights as well as first-timers and diverse-and woman-owned shops. The Pineapple Agency attributes this milestone to its compelling run of success in 2019 during which the company saw a 150% increase in revenue growth by adding Michelin and Rivian to their roster of powerhouse clients highlighted by Anheuser-Busch. The agency’s work producing a fully integrated experiential marketing activation for Michelin Tires at Daytona Bike Week turned plenty of heads and proved the agency as one to watch. The Denver-based team plans on building on that momentum into 2021, even amongst a changing event landscape.

Bud Light x Broncos 2019 Stadium Activations

“Our belief is that experiential marketing has seen exponential growth over the past several years for a very important reason: humans crave live experiences,” The Pineapple Agency Founder and CEO, Justin Moss said, “We believe that deploying a hybrid model combining live and virtual tactics is the key to moving forward in addition to engaging consumers both at live events and in their homes.” 

Rivian x Honnold Foundation Pre-Order Event & Livestream

Founded in 2008, The Event Marketer Top 100-It List has become a coveted marker of achievement for those in the experiential industry and acts as a valued third-party content source for prospective new partners. This year’s winners earned their places by proving themselves to be agile, adaptable agencies able to effectively pivot strategies and produce strong, integrated marketing campaigns and events. The list reflects the agencies who are leading the charge on recognizing the changing needs of the brands they serve and depend on new-thinking agencies to lead them through this evolving marketing climate. 

About The Pineapple Agency

The Pineapple Agency is an experiential marketing agency that works with brands and other agencies to bring out-of-the-box creative ideas to life through PR stunts, pop-ups, mobile tours, technology, events, festivals, trade show booths and more. Founded in 2014 by creative visionary and veteran festival producer, Justin Moss, The Pineapple Agency is a one-stop-shop for creative and strategic brand activations. Using bold strategies, the agency works with brands to boost awareness while earning the metrics and insights needed to elevate business.

For more information, visit thepineappleagency.com or contact hello@thepineappleagency.com.

Part I: Take the Time to Think Through Art Direction

Published by O Hello Media

Photo credit: Ohellomedia.com

Brands we see rising to the top are those who engage their audience through an integrated marketing plan wherein all layers of marketing work in unity to achieve the same goal. As soundly engineered as “the catapult” ball retriever from The Sandlot; each part of the system plays a key role in moving the needle (or in this case, the ball).

Brands we see rising to the top are those who engage their audience through an integrated marketing plan wherein all layers of marketing work in unity to achieve the same goal.

The appropriate order of operations

BEFORE ANY MACHINE CAN OPERATE, HOWEVER, IT MUST BE BUILT; AND BEFORE IT GETS BUILT, IT MUST BE DESIGNED BASED ON A SET OF GUIDELINES SO IT CAN FUNCTION PROPERLY.

There is a purposeful order of operations in place to achieve the results you’re looking for, and so just as the marketing machine must begin with a set of guidelines, so too must we apply the same strategy to photography & videography coverage for your brand activation. 

Photo credit: Ohellomedia.com

Cue the shot list, right? WRONG. In comes the proverbial BEAST (yes, another Sandlot reference) to snatch up that baseball because one key element was missing for success:

ART DIRECTION.

A shot list can not be developed before the guidelines are in place, which is exactly the purpose art direction serves. These guidelines are the most valuable when they are clear, intentional, aligned and strategic. To help you think through how to begin this process, we’ve outlined some thought starters and considerations for what exactly art direction means and looks like as it pertains to photography & videography for your brand activation:

Photo credit: Ohellomedia.com

Tips for developing art direction

1. Review your brand standards

What does your brand look like visually? We’re not talking about your brand colors or fonts, but more so how does your brand translate into an image? Is it vibrant? Warm and approachable? Electric and bright? If you were to describe your brand as a person, what would he or she look like? What kind of facial expressions does he or she convey? These are questions you want to be thinking through as you define what the content from your event will look like so that it aligns accordingly and therefore appeals to your target audience to draw them in.

If you were to describe your brand as a person what would he or she look like?

Photo credit: Ohellomedia.com

2. Think through environmental considerations

You have put a lot of thought into the design of your experiential activation but in many cases, the physical setting and/or location is a byproduct of other factors such as foot traffic or involvement as a sponsor of a larger event. Those environmental factors have a huge impact on the final content. Make sure you’re looking at the lighting conditions, such as natural vs. artificial light as well as the time of day for the shoot. Guide your content creator on the best camera settings and supplemental equipment to achieve the lighting conditions that will ultimately produce content that aligns with your brand standards.

Photo credit: Ohellomedia.com

3. Identify the story you want to tell through the images or footage captured

Our team at O Hello Media takes an editorial approach to content capture, as this enables us to truly tell an authentic story of the consumer experience at your brand activation. Perhaps, however, it makes more sense for your brand to create more ‘influencer’ style shots that are posed, curated and hyper stylized. Think through how you want your photographer or videographer to approach their capture and interaction with your attendees, as each form of documentation will tell the story in a different perspective.

Photo credit: Ohellomedia.com

4. Assess the content you already have

This could be the only activation as a part of your campaign, or it could be one in a series of many. In either case, take a look at the content you already have to maximize the final product output produced by your photographer or videographer. For example, if you already a great library of hyper-stylized images featuring consumers sampling your beverage product, perhaps this shoot should focus on more organic content of consumers reacting to your product.

The end result

As an experiential marketer, you know that your cog in the machine is the emotional trigger. You create opportunities for your on-site audience to feel a deep-rooted connection to you as the brand. The photographer or videographer then must rise to the challenge and ensure the real emotion experienced on site translates into imagery or footage. 

Using all of the factors outlined above, well defined art direction will allow for the purposeful, strategic and brand-focused attention to detail you put into the physical experience to carry through to the content produced.

Meet Our Intern – Paige McLaughlin

Get to know our amazing Summer 2020 intern:

  1. Name: Paige McLaughlin

School: University of Denver

Hometown: Minneapolis, Minnesota

  1. Why did you want to intern at The Pineapple Agency?

I wanted to be a part of creating those special human connections at festivals that I have found to be so valuable over the past years. 

  1. What are your typical day-to-day tasks for Pineapple and how do you stay focused working from home?

Thus far, my main tasks have involved organizing customer leads, brainstorming ideas for social media content, and researching future festival opportunities. I work most efficiently when I change the location of where I am working in my house a couple of times a day. Coffee and LOTS of Matcha tea are absolutely necessary for good energy!

  1. What are your hobbies outside of work?
  • Cooking and trying out new restaurants around Denver (HUGE foodie!)
  • Skiing
  • Exploring the world of music and going to lots of concerts
  1. What is on your Colorado bucket list?

I would love to do an overnight white water rafting trip at some point! Skiing is one of my favorite Colorado activities but I would love to attempt snowboarding one day as well.    

  1. What is the best piece of advice you’ve ever received?

When it comes to developing creative work: “Always start at the end with the story you want to tell” 

  1. What is your favorite festival you’ve been to?

 Chipotle Cultivate Music Festival 2014 (Minneapolis, MN)

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.