Because it engaged more than one sense, it made an impression. Take Absolut Vodka, who funded a sculpture made entirely of liquor bottles that lit up to the beat of attendees’ hearts. When your attendees don’t just see a brand, but have an experience with one, that’s a powerful thing. Attendees could pick up the ingredients prior to the event, then soak up the culture with recipes for shrimp campechana, chicken poblano enchiladas, and sweet potato flan.
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Times‘ Dinner Event Series joined the stars of Netflix’s Selena: The Series for an online night of Tex-Mex cooking with famed chefs Susan Feniger and May Sue Milliken. Online events can offer that respite too: the L.A. What you do doesn’t have to be as fantastical as SXSW, but it does have to be relevant to your fans. You can provide attendees with a mini-escape from everyday life thanks to your sponsors, like HBO’s Game of Thrones-themed escape room at SXSW 2017. These can work especially well as a means of online brand activation, bringing your remote audience directly into the process and strengthening connections. You can use their feedback or even their stories about your event to tell a compelling story in turn that reflects how you’re creating more personalized experiences for them. Start by asking your audience what they love about your event, program, team, space, or festival. In fact, one Synsethio study showed that 97% of consumers look at online reviews of local businesses, and 85% trust online reviews as much as those of family and friends. If you want your brand to make a meaningful connection with attendees, a testimonial from an influential expert or current customer goes a long way to adding credibility. By giving them the opportunity to scratch something off their list, you’ll make a lasting connection with them.ĭurango Boots opted for a simple, yet effective opportunity, when they gave country music fans at Canada’s Boots and Hearts festival unlimited rides on their mechanical bull, El Diablo. Your attendees likely have a bucket list of things they’ve always wanted to try but never quite got around to - like eating chocolate-covered crickets or sky diving. Let attendees step outside their comfort zone Keep on reading to discover 14 ideas to inspire brand awareness activities at your next event. Brand activations provide better experiences for your fans and help sponsors to create more meaningful connections. Take music festivals, for example - 82% of music fans who attend four or more festivals a year are actively excited to experience the sponsorship activations there.
What is brand activation?īrand activation is anything a brand sponsors that adds to an attendee’s experience and helps to build brand awareness in a positive and impactful way. But with the right brand activation strategy, you can encourage memorable brand engagement that makes both your ticket-buyers and your sponsors happy. People might navigate away from too-obvious advertising, and with online events, computer screens might seem to create a barrier.
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Knowing how to build brand awareness for online as well as in-person events can be elusive. It may be a shockingly good meal or craft beer, a conversation that’s worth the ticket price and beyond, or even a delightful interaction or two with a sponsor. When you’re hosting a sponsored event, the key to bringing your audience closer to the brands they love is often something simple.
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