At BizBash Live in Los Angeles, the speakers at the Event Innovation Forum seemed to share a similar theme. “Events will always be about the guest experience, first and foremost.” Throughout the day-long event, which was filled with workshops and conferences, agencies and brands examined the importance of interactive content, the power of integrative design, and the increasingly critical role of event technology.
The speakers also discussed 5 universal elements that event attendees care about when it comes to live experiences. A few takeaways? Not only is having a multi-generational approach important, but Instagrammable moments still matter. Find the full list here.
It is back to school time. Shopping centers are buzzing and filled with parents, their kids in tow. Like many others, DTC clothing brand Rockets of Awesome is eager to make an impact on shoppers at this prime time. It has chosen to embrace the temporary store trend by opening its first pop-up shop in New York.
The brand’s merchandise is front-and-center, but the company’s primary focus is to give customers a reason to leave their home. And they are making their case by way of a sharable, individual-focused experience. From Instagrammable moments like a Velcro wall to in-store activities that include tailormade sneakers, the pop-up offers multiple touchpoints that has kids begging to stay longer. And their strategy is working. While other child-focused retail brands like Toys R Us and Gymboree have faced bankruptcies and closures, Rockets of Awesome is finding success in the retail of the future. They are continuing to seek engaging ways to enhance the shopping experience, giving consumers an experience beyond what they are selling.
We already know that music festivals need social media. In fact, social media has been the driving force in building several festivals’ brand equity for years. One can look at Coachella, which has used social media to amplify its “cool factor” to become one of the largest festivals in the world. On the other side is the infamous Fyre Festival, which failed miserably in practice, but excelled in using social to create astronomical hype. Either way, festival promoters have long believed social media to hold the keys to the kingdom of success.
But, like several forms of digital media, with every increasing Instagram story and live tweet, the social media promotion platform on which festivals stand becomes shaky. From ambiguity to saturation, festivals can’t always depend on social alone to draw crowds and communicate their message.
So, how can festivals evolve to better capture consumers’ time and attention? Marketing Week has answers.
When it comes to experiential marketing, energy drink Red Bull has always been a trail blazer. The brand has built a rich and engaging brand persona that goes beyond what it sells – in some cases, capturing fans who don’t even regularly purchase their products.
Award-winning experiential agency BeCore recently sat down with Dan Ginsberg, former CEO of Red Bull North America, to take a deep dive into Red Bull’s iconic marketing strategy. In the interview they discussed the brand’s relentless courage and the role that company culture plays in aligning consumers. Ginsberg sums up the brand’s strategy by explaining that “the glue between the consumer and the brand was so sticky as a result of the experiences we created.” Read more of this insightful interview to learn about Red Bull, as well as other brands that are hitting it out of the park as it relates to marketing strategy.
What do you believe is the X factor when it comes to driving brand growth? Is it data? Is it marketing? While for different brands it could be a number of things, ultimately growth is spurred by creativity. This year, at HubSpot’s INBOUND conference in September, the speakers, which include entertainers Janelle Monae and Jada Pinkett Smith, will discuss how creativity led to success in their latest endeavors.
Dozens of other industry experts will also share insights and demonstrate that, while creativity is the core of innovation and growth, technology supercharges it. Click here to check out the all-star lineup.
Over the course of 10 weeks, and spanning across 200 countries, 40-million Fortnite players engage in an epic online battle. Each of them hoped to be named the inaugural Fortnite World Cup Champion. Oh, and win $3 million. This record-setting event sold out the Arthur Ashe Stadium (which holds over 23,000 people) while pulling in a concurrent 2.3 million viewers across YouTube and Twitch.
Despite the impressive numbers, Epic Games, the creator of Fortnite, chose to table commercial partnerships to provide the best online fan experience possible. In prioritizing fan engagement over immediate monetary gains, Epic proved that they were serious about their pledge to “bring this venue and this entire facility to (the online world of) Fortnite in its physical manifestation.”
Coca-Cola got creative with their latest summer campaign by capitalizing on the nostalgia that often inherently accompanies their classic soda beverage. The 60-second ad plays out as a highlight reel, featuring a woman, her giant animated tongue, and all the fun times they had with Coca-Cola.
The goal of the campaign is to showcase why Coca-Cola is delicious and refreshing, but also that the brand is always there during the good times.