Why People are Looking to Brands to Provide them with Community (Elevate Connect)

Key Takeaways

  • As religion and government continue to play a smaller role in public life, people are turning to brands to provide them with a sense of community.
  • There are several key components that make a company a “best place to work,” among them allowing and aiding employees to pursue their passions.
  • As we move into 2020, augmented reality is shaping up to be a popular and effective method for companies of all types to deliver an impactful brand experience.


In Brands We Trust: Why Companies Are the New Communities

In Brands We Trust: Why Companies Are the New Communities

Recently, author Doug Stephens took a look at the key pillars of modern society – church, state and commerce – and weighed which one has the most power. First, he pointed out that not only are some of us losing faith in government, we are losing faith altogether, as more people claim to have “no religious affiliation.” When adding that statistic to our polarizing political climate, the desire to belong to a community has made a shift toward commerce.

As brands continue to seek to rally people around their product or service on a general scale, the strategy is one that consumers are eager to embrace. But are they ready to assume that role? Because it may be one that carries immense responsibility. In fact, according to the article, more than half of us believe brands can do more to solve social problems than governments. Read more to learn how much faith people are putting in brand ideology.


Inside the Sold-Out Schitt’s Creek Pop-Up in New York

Inside the Sold-Out Schitt’s Creek Pop-Up in New York

In today’s experiential climate, everyone wants to “pop up.” Pop-ups have proved to be a tremendous asset to many industries, and entertainment is no exception. However, popping up for the sake of doing so will not result in rave reviews. For example, as popular as Stranger Things is, the pop-up experiences it has spawned haven’t all been hits themselves. So, what makes a pop up successful? Why do some miss the mark? It turns out, many pop-up experiences give brand fans a lot to see, but not a whole lot to do.

One show doing it right is the cult classic Schitt’s Creek, whose pop-up gave fans an experience that went beyond surface level. Mellissa Mangham, SVP of Marketing and Brand Strategy at Pop TV, says, “What’s different about this one is you literally feel like you’re stepping into the show. The sets have been painstakingly recreated, down to rings on tables from glasses.” Here you can read more about the pop-up, which has been described as a love letter to its fans.


What the “Best Companies to Work For” Do Differently

What the “Best Companies to Work For” Do Differently

You’ve no doubt seen countless lists of the “best companies to work for” within the pages of business magazines and online publications. But not all lists are created equal. The revered Harvard Business Review created a list of their own, which dives deeper to explain exactly what winning companies do that make their cultures so rich.

The author and his colleagues showed commitment to their cause, spending three years to cultivate their list. From facility tours to focus groups, they got granular to discover what makes companies like Patagonia and Google so successful. Click here to see the common themes they found. (sneak peek: they help workers find and pursue their passions)


Chanel’s New Pop-up at the Standard Is a Stylish, High-Tech Winter Wonderland

Chanel’s New Pop-up at the Standard Is a Stylish, High-Tech Winter Wonderland

Forget the bright red and green decor and the fake snow that you might be picturing when we talk about a holiday-themed pop-up. Instead, take your imagination in a different direction, one in which holiday can be chic. That’s the best way to imagine Chanel’s swanky high-tech winter wonderland. The high fashion “Chanel N°5 in the Snow” pop-up at the Standard High Line in New York is a lot of things, but it is definitely not aimed at children.

Think stylish ski resort with tastefully-placed trees and wreaths, just the right amount of twinkle lights, and expertly-branded elements. Guests will certainly feel lavish in the space, but in true Christmas spirit, they are also allowed play. Not with toys, but with an individually tailored snow globe experience via augmented reality.


Nike PLAYlist: Putting the Fun Back into Kids’ Sports

Chanel’s New Pop-up at the Standard Is a Stylish, High-Tech Winter Wonderland

In case you haven’t noticed, kids don’t play outside anymore. At least not like they used to. In fact, research shows that only one in ten kids find sports to be fun. And most kids believe that participation in youth team sports is a chore – nothing but time spent away from their preferred esports and tech gadgets.

Nike wants to change that. The brand wants sports to be a daily habit, and to further that goal it teamed up with R/GA to encourage kids to play and to motivate the next generation of athletes. Check out how the Nike PLAYlist got kids to make their own rules and play sports in any way they wanted. They were even given the opportunity to take on the pros.


Four Stellar Examples of Brands Leveraging Augmented Reality Experiences

Four Stellar Examples of Brands Leveraging Augmented Reality Experiences
Thus far, one of the strongest brand experience trends leading the way into 2020 is augmented reality. Brands are discovering that, when it comes to AR, big or small, the possibilities are endless. In fact, Apple CEO Tim Cooke predicts AR will become an important part of our everyday lives in the upcoming years.

If your brand is thinking of investing in AR next year, check out these four examples of how companies used it to create an experience that stops consumers in their tracks. See how beer brand Modelo brought Mexican art to life and how Uber took commuters to new places.


Seven Vending Machine Experiences That Dispensed Brand Engagement

Seven Vending Machine Experiences That Dispensed Brand Engagement

The use of vending machines in experiential is nothing new, yet often brands have used them as tools to sell merchandise in a fun way. But, now, brands are getting increasingly creative and clever when it comes to vending machines, using them as more than just a swag box. Instead of taking coins, vending machines can require hashtags, retweets, and even a selfie to dispense items.

Event Marketer rounded up several vending machine-based activations that offered an engaging experience. From the Angry Birds “Venting Machine” to the iconic Reese’s Halloween Candy Converter, here are seven ways that brands have used vending machines to deliver a unique and memorable experience for consumers.


Physical Education: See Inside Barry’s Bootcamp’s College-Theme Party

Physical Education: See Inside Barry’s Bootcamp's College-Theme Party

If you haven’t heard of Barry’s Bootcamp, it’s one of the latest players to hit the HIIT fitness scene. In fact, it has earned so much cultural collateral that it was even parodied on SNL. In the wake of all the recent buzz, Barry Bootcamp celebrated its 21st anniversary and the end of its Higher Education Challenge with a college-themed event that got everyone’s heart pumping.

The “University of Barry’s” event drew more than 400 guests and featured classic college staples like a quad-inspired dance floor and a library that was really a cocktail bar. Read more here.

Want to learn more about our event staff and services? Or just want to talk shop? Contact us!

Author: Nick Riggall


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