How to Navigate the Experience Economy in the New Year (Elevate Connect)

Key Takeaways

  • There are many ways that brands can embrace an experience-driven consumer engagement philosophy, and brand activation is one way that companies are successfully navigating the “experience economy.”
  • As wellness takes center-stage in many areas of modern life, companies should consider catering to the growing “sober-curious” population when executing corporate events..
  • Event and experiential marketers are increasingly looking to art to engage and inspire their audiences


How to Participate in the ‘Experience Economy’ in 2020

How to Participate in the 'Experience Economy' in 2020

The experience economy is booming. Brands that embrace experiential are thriving in today’s marketplace. And for those only dipping their toes into the brand activation pool, it’s never too late to start creating memorable experiences for your customers.

Retail Customer Experience has tips for those brands that are getting started. The first? Tap into your customers’ emotions to understand their behavior, then curate a relevant, delightful experiences that are unique to them. See how the Four Seasons provided a personal stay by giving international guests the opportunity to use hotel services and amenities in their preferred language.


Picardilly Circus: TfL Renames Tube Station to Celebrate Star Trek Launch

Picardilly Circus: TfL Renames Tube Station to Celebrate Star Trek Launch

To celebrate the launch of the anticipated Amazon original series Star Trek: Picard, Transport for London teamed up with advertising partner Global to create an attention-grabbing PR stunt. In honor of the show’s namesake, the activation turned Piccadilly Circus underground tube station into PICARDdilly Circus.

Known as the most famous square in London, busy with locals and tourists year-round, the bustling Tube station was Picard-branded for two whole days. Trekkies and casual commuters alike were treated to special public service announcements reminding them to “take care when using stairs, escalators, or transporters.” Click here to learn more about the branded tube station takeover.


Event Managers Need to Pay Attention to the Sober-Curious Movement

Event Managers Need to Pay Attention to the Sober-Curious Movement

The alcohol industry has had an interesting few years. As some brands have seen a dip in sales, spiked seltzer brands like White Claw have enjoyed skyrocketing profits and brand awareness. To add further complication, as a byproduct of the wellness movement many people are exploring the idea of “mindful drinking.” This “sober-curious movement” – driven mostly by Millennials and Gen Z – has carved an entirely new space in alcohol consumption and, in turn, the event industry.

Although alcohol has historically been a mainstay in certain parts of the corporate event world, event managers are listening and learning. As wellness plays a more prominent part in the modern landscape, considering those who are sober-curious may be smart move. The article doesn’t suggest events stop serving alcohol all together, but instead offer zero- and low-alcohol drinks as options. Read more about the benefits of catering to the sober curious demo.


Oreo’s Most Stuf Cookies Return with Pop-Ups, TikTok Challenge

Oreo's Most Stuf Cookies Return with Pop-Ups, TikTok Challenge
Oreo is known for its creativity when it comes to marketing and embracing pop culture moments. One notable example was when the brand referenced a power outage at the 2013 Super Bowl. Its unforgettable “You can still dunk in the dark” tweet quickly went viral. Most recently the brand launched a multi-channel campaign to promote the return of the Limited Edition “Most Stuf” frosting flavor. The campaign includes out-of-home elements, a $100,00 online sweepstakes, and even a branded TikTok challenge.

This time around the cookie brand is asking fans where their “stuf” stands – Thins, Original, Double, Mega or the Most Stuff. The Tik Tok campaign asks users to celebrate their favorite Oreo cookie with the WhatsYourStuf hashtag and the responses were creative. Even though the brand is 107 years old, it’s clear that it wants young fans to love its iconic treat as much their parents and grandparents.


How to Use Decision Filters to Prioritize your Life

We may use a filter for our photos when posting to Instagram, but when it comes to other areas of life, we aren’t so lucky. Imagine if we could put all life’s decisions through a filter? Russ Perry of Design Pickle stopped by The James Agency to give the company tips to help establish boundaries and set goals for both their professional and personal lives.

Decision fatigue is something that affects a lot of us. According to Psychology Today, we make somewhere around 35,000 decisions a day and that can leave our brain and body worn out. To make the right decisions (or the best decisions for us) and protect our energy and attention, we must assess our values. Decisions should be made with long-term goals in mind. See how you can apply this philosophy with your own team and avoid “shiny object syndrome.”


Notting Hill to Host Interactive Kellogg’s Cereal Cafe for Launch of New Children’s Cereal

How to Use Decision Filters to Prioritize your Life

When you think of a “kid’s cereal” you might think of sweet delights like Coco Puffs and Fruit Loops. But Kellogg’s is shaking up sugary breakfasts by introducing a new “W.K. Kellogg by Kids” fruit- and vegetable-based cereal. “The Kid’s Café” pop-up event will be held in London’s colorful neighborhood of Notting Hill and will introduce kids and their parents to two flavors: Strawberry, Apple and Carrot or Blueberry, Apple and Beetroot.

The fun part about the pop-up is that is run by kids, for kids. Even the “cooks” and servers are underage. The interactive pop-up will give kids the chance design the space via doodling on the walls, all while enjoying a healthy new type of breakfast.


Five Ways to Create an Art-Centric Experience

Five Ways to Create an Art-Centric Experience

Art inspires creativity and connectivity, and often evokes an emotional response. Traditionally, individual art pieces serve as a part of a larger show or experience or, in some cases, a single art installation is the main event. Now event and experience makers are using art as an engagement tool. They are even inviting attendees to participate in the art creation process.

To promote the television series “Modern Love,” Amazon created the “Museum of Modern Love” pop-up in New York. It features multiple art exhibits that reflect a different episode in the series. The experience invites fans to wander the space, as a typical museum-goer would, but add their own love story to each exhibit. The space had an aura capturing photo booth, love confessional booths, and even a giant tree to reflect familial love. The last exhibit was a giant wall-encompassing map of New York City where visitors placed a sticker where their modern love story takes place. Read more to see other great examples of brands using art-centric experiences to connect with consumers – even months after the event is over.

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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