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Social Media Marketing

Why experiential marketing is more than just FOMO-inducing activations [Video]

A pre-pandemic Ad Age article suggested that experiential marketing might have reached its peak and, in supporting its argument, cited Instagram-worthy installations like the Museum of Ice Cream and The Color Factory. The problem is that while both installations are fun activities in their own right, they’re not actually examples of experiential marketing. They’re photography-oriented theme parks designed primarily for entertainment and social media sharing.

Experiential marketing shouldn’t be reduced to a fad or merely a marketing tool (and it can’t be in this era of physical distancing, anyway). Rather, it’s a strategic discipline and a powerful way to build emotional connections between consumers and brands. It isn’t just about Instagrammable activations, noise, and short-lived fear of missing out.

It’s about placing consumers at the centre of the brand, understanding their mindset, and creating experiences that demonstrate the brand’s point of differentiation and why it’s relevant to consumers. And it’s about strategically showing up in …

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Social Media Marketing

The independent creative agency launched a creative campaign for Independent News &Media to support their weekend papers – Irish Independent on Saturday and SundayIndependent. Launching this week, the campaign consists of a national TV advert, Out ofHome, Digital Out of Home, Press and Digital. The campaign shows how the Independent’s uniquely relatable, ear-to-the-ground style ofwriting […]