Experiences are unforgettable because they evoke emotions, anchoring those moments in our long-term memory. When brands create memorable experiences, they leave lasting impressions on their target audience. Investing in experiential marketing, also known as multisensory marketing, is thus an investment in creating these powerful first impressions that endure.
In this blog, we’ll delve into the effectiveness of experiential marketing for impactful brand activation and highlight successful real-world examples that showcase its potential.
What is brand activation and experiential marketing?
Brand activation is a strategy brands use to make a memorable impact on their target audience. This often involves launching pop-up stores, collaborating with other brands, hosting interactive events, or creating offers that encourage user-generated content and hype. The key to successful brand activation and experiential marketing lies in offering unique experiences that stand out from competitors and capture attention. Leveraging these strategies effectively can attract new customers, increase brand awareness, and drive sales.
How to create a memorable experiential marketing brand activation
Know your audience inside and out
Research who exactly your target market is. Where do they shop? What social channels do they use? What’s trending in their lives? What can your product help them with? Learning about common human truths or idiosyncrasies that everyone experiences will help resonate with your audience. You can use data analytics and social listening to gain insights into your audience’s preferences and interests. By understanding these, you can create a more meaningful and memorable experience.
Set your sights on clear goals
Before you set up and start brainstorming ideas for your brand activation, it’s essential to know what position you want your brand to be in after these events. Without setting clear KPIs, like a certain number of Instagram followers, a specific amount of sales, or even an endorsement by an influencer you’ve been aiming for, your efforts may not yield the desired results.
Unleash your creativity
With experiential marketing, it’s important to engage the senses of your target market. Adding interesting elements of touch, a unique scent, or even a jingle that your audience can tie to you every time they hear it can be highly effective. Think outside the box to create interactive and immersive experiences that captivate your audience. Luckily, S.O.H can help with this.
Create shareable moments
In today’s digital age, creating shareable moments is crucial for maximising the reach of your brand activation. Design experiences that encourage attendees to capture and share their experiences on social media. This can be achieved through visually stunning setups, interactive photo booths, branded hashtags, and social media challenges. When your audience shares their positive experiences online, it amplifies your brand message and reaches a wider audience.
Examples of brand activation success stories
Brand activations make a brand tangible to their target audience. Here are some examples of successful activations that incorporated experiential marketing successfully:
- Marriott x Manchester United Summer Tour
Engaged senses: Sight, Sound, Touch
Location: NYC, Times Square; San Diego, Snapdragon Stadium
Experience: Marriott transformed a retired double-decker red bus into a British-style pub, brought Manchester United players, and parked the bus in Times Square. Fans could sign up to attend a match-day viewing party and enjoy British-themed experiences. In San Diego, branded red taxis transported fans to and from the match at Snapdragon Stadium from nearby Marriott properties.
Impact: Nearly a quarter of a million American fans attended four sold-out matches, and 5.4 million total Marriott Bonvoy points were redeemed through the various experiences tied to the tour.
- Sharpie and Paper Mate at SXSW
Engaged senses: Sight, Touch, Taste
Location: SXSW, Sharpie Studio
Experience: The Sharpie Studio offered interactive experiences, such as becoming a fashion designer in the Sharpie Creative Markers Interactive Closet, sipping imaginative cocktails at the Creative Cocktail Bar, and sending joyful postcards from the Paper Mate Joy Lounge. Attendees also participated in creative skill workshops and interactive studio events.
Impact: Attendees engaged deeply with the brands, enhancing product awareness and fostering a creative community around Sharpie and Paper Mate products.
- Samsung and Skateboard GB Collaboration
Engaged senses: Sight, Sound, Touch
Location: Nationwide, Flip Park
Experience: The ‘Drop in with Samsung’ platform connected with the skate community through a mini-documentary, interviews with skaters, and the creation of Flip Park, a content studio rigged with Galaxy devices. The free, two-week event featured a Hypebeast fashion show, girls-only skate lessons, Rinse FM gigs, and workshops with known creators.
Impact: The event drew 40,000 participants, providing Samsung with valuable engagement and content that resonated with the skateboarding community.
Harnessing the power of the senses with S.O.H
We are committed to elevating your brand through the power of the senses. With over 25 years of industry experience, the S.O.H Group are leading multisensory branding specialists, helping brands interact creatively with consumers through experiential marketing.
Sound
Our sound services include on-hold messaging, voice-overs, radio scripts, multimedia presentations, sound effects, podcasts, in-store music and messaging, and bespoke in-store radio solutions.
Sight
Our visual works studio offers digital media solutions, including video, film, green screen content creation, and content distribution and management.
Scent
Scent marketing taps into memory and emotion, creating positive experiences. We offer everyday scenting solutions, bespoke brand scents, activations, and exclusive fragrances tailored to your brand.
Experiential marketing and brand activation are powerful tools to create lasting impressions on your audience. By engaging the senses and creating memorable experiences, brands can stand out in a crowded market, build strong customer loyalty, and drive sales. With successful examples like Marriott, Specsavers, Sharpie, and Samsung, it’s clear that thoughtful and well-executed activations can make a significant impact. Partnering with experts like S.O.H Group can help you leverage these strategies to elevate your brand and connect with your audience meaningfully.
Stay tuned for ongoing experiential marketing and brand activation inspiration by following S.O.H Group on Facebook, Instagram, and LinkedIn.