Experiences Archives - Chief Marketer https://chiefmarketer.com/topic/experiences/ The Global Information Portal for Modern Marketers Tue, 20 Jul 2021 19:07:46 +0000 en-US hourly 1 https://wordpress.org/?v=6.2.2 The State of Experiential Marketing: 15 Data Points https://www.chiefmarketer.com/the-state-of-experiential-marketing-15-data-points/ https://www.chiefmarketer.com/the-state-of-experiential-marketing-15-data-points/#respond Fri, 16 Jul 2021 16:25:46 +0000 https://www.chiefmarketer.com/?p=267986 Data points supporting the experiential marketing industry’s comeback.

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The experiential marketing industry’s comeback paints a rosy picture. Budgets are rising post-pandemic and nearly 90 percent of event marketers are now focused on in-person events. Following are 15 data points, according to studies examined by Event Marketer, relating to experiential marketing—and if the statistics have anything to say about it, it’s back on track in a big way.

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]]> https://www.chiefmarketer.com/the-state-of-experiential-marketing-15-data-points/feed/ 0 Nine Event Sponsorship Activations From the 2020 Sundance Film Festival https://www.chiefmarketer.com/nine-event-sponsorship-activations-from-the-2020-sundance-film-festival/ https://www.chiefmarketer.com/nine-event-sponsorship-activations-from-the-2020-sundance-film-festival/#respond Mon, 03 Feb 2020 19:16:06 +0000 https://www.chiefmarketer.com/?p=263270 Brand activations brought lounges with hot beverages, art installations, winter-themed photo ops and games to Sundance 2020.

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]]> The annual Sundance Film Festival, which takes place each January in Park City, UT, is a wrap. As the largest independent film festival in the U.S., the 12-day affair is an optimal place for marketers to engage creatively-minded film and television fans, influencers and celebrities, and bigwigs within the film industry. This year, brands ascended the mountains to bring lounges with hot beverages, art installations, winter-themed photo ops and games to festival attendees, according to a roundup in Event Marketer.

Take Acura, which in its 10th year as presenting sponsor occupied a significant footprint with its Acura Festival Village. Live performances from bands and djs, a photobooth, a supercar installation, hot beverages and cocktail classes were on hand. Chase’s Main Street experience also welcomed in festivalgoers from the cold with a lounge experience that included cooking demos, free food and drink, arcade and table top games and perks for customers. Rideshare partner Lyft also set up a lounge with ski lodge-inspired décor and photo moments.

Gamification was another prevalent theme. Adobe created a Bingo-themed interview series to spice up the typical Q&A format and HBO promoted its forthcoming documentary series about the McDonald’s Monopoly scandal, called “McMillions,” with an interactive journey and prize wall.

For more details and photos of the activations at Sundance this year, check out Event Marketer’s deep dive.

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]]> https://www.chiefmarketer.com/nine-event-sponsorship-activations-from-the-2020-sundance-film-festival/feed/ 0 Experiential Marketing Trends of the Year: 10 Case Studies https://www.chiefmarketer.com/experiential-marketing-trends-of-2019-10-case-studies/ https://www.chiefmarketer.com/experiential-marketing-trends-of-2019-10-case-studies/#respond Tue, 07 Jan 2020 19:35:37 +0000 https://www.chiefmarketer.com/?p=262959 A curated list of case studies in experiential marketing, from HBO, Taco Bell, Google and Absolut.

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]]> Experiential marketing had a banner year in 2019. According to an event marketing report from Bizzabo, 50 percent of companies surveyed were spending nearly a quarter of their marketing budgets on events, representing a 39 percent increase year-over-year. And that’s to say nothing of the killer creative. Brands are upping the ante with global scavenger hunts, themed experiences and sustainably-focused events. Indeed, connecting with audiences through multiple touchpoints at events is one of the best ways for consumers to touch, see and feel your brand—while taking home lasting memories of the experience to boot. Take a look at Event Marketer’s curated list of the top 10 experiential stories of the year, from the likes of HBO, Taco Bell, Absolut and Google.

1. Gen Z. Marketers remain curious about Gen Z. Topping the list of 2019 stories is a report on what Gen Z audiences are looking for from brands and how marketers should be engaging them. Proving to possess their own set of values that differ from Millennials’, this crop of digital natives are so over Instagram filters and museums. They also appreciate inclusivity, are open to co-creating content with brands and prefer Tik-Tok as a social platform.

2. TV Tie-ins. With 2019 being the culmination of “Game of Thrones’” eighth and final season, several brands capitalized on the hype with GOT-themed activations, from Mtn Dew’s scavenger hunt to AT&T’s augmented-reality experience to HBO’s own national blood drive inviting consumers to “Bleed for the Throne.”

3. Zero Waste. Marketers have increased their efforts to reduce waste at events, particularly created from food and beverage, with renewed vigor. Brands like Bacardi and Salesforce are reducing waste, composting and employing various sustainable practices.

4. Wellness Pop-ups. The wellness trend in experiential continues, with fitness-focused activations spotted at both B2C and B2B events. Guided group meditations, branded fitness festivals and wellness-inspired experiences popped up across the country.

5. Obstacle Courses. The experiential landscape is embracing play as a way to engage with attendees, particularly younger generations. Take wireless provider Visible’s “Phonetopia” pop-up, which invited consumers to step into different phone zones featuring a ropes course, a jungle gym and a slide.

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6. Neighborhood Takeovers. To promote and build buzz for its new organized crime film “The Irishman,” Netflix staged a takeover of New York City’s Little Italy with secret passwords, free food and beverages, and branded props integrated into local establishments.

7. Sober-Curious Experiences. While alcohol consumption continues to be a priority for attendees at many events, there’s a new crop of booze-free brand activations for those consumers seeking a more balanced lifestyle.

8. LGBTQ Activations. Absolut has incorporated sustainability into its mission. So, to celebrate its dedication to “people, planet and product,” it built a sustainable activation at Coachella this year with a nod toward the LGBTQ community—just in time for the 50th anniversary of Pride.

9. Influencer Retreats. Taco Bell has been engaging its superfans with activations for years. Most recently, fans and influencers got a special treat with a Taco Bell Hotel & Resort experience in Palms Springs, CA. The three-day event featured group activities, food drops, performances and, of course, ubiquitous Taco Bell branding.

10. High-Tech, High-Touch. At last year’s CES, Google broke through the clutter by creating a playground worthy of Disney World. Through a detailed narrative, interactive technology and animatronic characters, “The Ride” illustrated how Google Assistant can help manage consumers’ busy lives—and how marketers can make a big splash in a crowded marketplace.

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