Upping The Ante On Brand Experiences
By: Ben Thomas
If you’re reading this edition of Sunnier Side, it’s safe to assume you work in marketing. And as someone that works in marketing, it’s also safe to assume you know that people don’t just want brands anymore, they want brand experiences.
As more brands are move into the experiences space, the bar is continuously being raised. People want something more authentic, immersive, and infinitely cooler than your run-of-the-mill brand activation. Take Ikea, who created an immersive theater experience driven by sound to promote their new Sonos collaboration.
Or new brick-and-mortar retail spaces designed to deepen consumers connection with a brand by blending service, art and storytelling. Stores where the sale is secondary to the “journey” people go on.
And for experiences that people can’t attend, live streaming has become the next best thing. Take Rihanna’s Savage x Fenty launch this week, a show which blended “fashion, music, and culture” streamed exclusively through Amazon.