Experiential Brand Activation Content
Brand activations are a dynamic form of marketing, where businesses create engaging, interactive experiences to promote their brand, products, or services. These activations are often tied to launches, public relations, or awareness campaigns, and are designed to leave a lasting impression on the target audience.
Take a look at these statistics:
- 91% of customers say they’d be more willing to buy from a brand after participating in some kind of brand activation or experiential marketing (a form of brand activation).
- Brands using experiential marketing will receive as high as 3x more word of mouth over brands that aren’t.
- 70% of people end up becoming repeat customers after experiencing a brand activation.
As you can see, by offering an experiential element, brands can foster a deeper connection with consumers, which can lead to increased brand loyalty and awareness.
How Activation Content Can Maximise ROI and Amplify Reach
Activations can vary from meet-and-greets with famous athletes to pop-up photo booths and activity-based promotions. They can be part of a membership drive, a sponsor launch, or even B2C trade sales.
For example, a VIP trade only event at Marvel Stadium featuring cricket legend Ricky Ponting for BKT Tyres offered an exclusive experience for trade representatives, complete with a Q&A session, lunch, and photo opportunities. This was followed by a public-facing pop-up booth, allowing fans to interact with the brand and the athlete.
Example 01
Such activations not only provide VIP experiences but also offer public engagement opportunities, which can be leveraged to produce high-quality content that demonstrates ROI to sponsors and attracts future customers and partnerships.
Experiential Marketing for Memorable Payoffs
Experiential marketing through activations allows the public to interact directly with a brand in a tangible way that they’ll remember for a long time. For instance, a giant ice sculpture at Bondi Beach for Moccona coffee or a series of interactive activities in Martin Place to support the Paralympics are examples of how brands create memorable experiences.
These events often involve significant investment, but the payoff can be substantial in terms of public engagement and media coverage. And not to mention, high-profile sponsors such as Toyota, Cadbury, and Woolworths often leverage these type of experiential activations, leveraging the opportunity to showcase their association with positive and popular events.
Example 02
Hyundai Australia held a Key Opionion Leader (KOL) experience for the launch of the new Hyundai Kona Electric car. The day involved a drive through the Royal National Park, a viewing at the picturesque West Head & ending with lunch at The Shed, Akuna Bay. The content was turned in an array of short social clips, a longer form highlights version, GIFs & video snippets that featured across WeChat.
The investment in brand activations extends beyond the event itself; capturing the experience is just as important. Documenting these events through high-quality media ensures that the effort and resources expended are maximised for future marketing and promotional use. It’s a strategic move that enhances the amplification of the brand’s message and ensures that every penny spent contributes to the overall return on investment.
For instance, Moccona’s pop-up taste tests not only engaged consumers directly but also provided valuable testimonials that were turned into successful paid advertisements, further promoting the brand.
Example 03
Havas Australia was commisioned to create an experiential event on Bondi beach to launch and trial Mocconas new flavor sensation ‘ice brew’. The activation included a giant ice cube installation, a 3D photo booth and free taste tests of the new flavour. Bake captured video on the day which was turned into launch campaign assets. This is a great example on how to best leverage content assets from an existing promotional event.
Conclusion
Brand activations are a vital marketing strategy that can significantly enhance a brand’s presence and consumer engagement. By investing in these experiences and capturing them professionally, businesses can demonstrate their value to current and potential sponsors, while also laying the groundwork for future success.
If you’re looking to create a buzz around your brand and build a strong reputation, consider partnering with us for your next activation campaign.
