It's unclear whether football fans across the country are more excited that the Eagles won or that the Patriots lost. Either way, last night's Super Bowl LII was remarkably lighter than 2017's game, which had a heavy political influence in the week's following Trump's inauguration. This year, brands focused on creating experiences and interactions for their viewers through advertisements that were lifted from our TV screens through experiential strategies such as social media exposure, mobile interaction, and more.
The best social posts are authentic. Not bribed. Not coerced. But, originally conceived from their poster for the pure joy of sharing. At a brand event, it can be difficult for the company behind-the-scenes to trust that attendees will say all the right things, share product photos, use the hashtag, and invoke positive messaging with every Instagram Story. Instead of filling Twitter feeds with an inauthentic "barter posts" (retweet to win a T-shirt!), put a plan in place in the weeks leading up to the event. Here are four of our favorite authentic attendee social sharing strategies:
To quote Donald Trump, 2017 was a HUUUUUUUUUGE year for experiential marketing. According to the Freeman Global Brand Experience Study, which was released in May by brand experience agency Freeman and data company SSI, one in three CMOs is expected to allocate between 21-50% of their budget to brand experience marketing over the next three to five years. Brands activated across the world this year both at big-ticket events like Comic-Con and SXSW as well as stand-alone experiences. Here are our seven favorite experiential activations from 2017...
When we speak of FOMO (the fear of missing out) we are almost undoubtedly speaking about the Millennial generation. As a Millennial myself, I won't get into a diatribe defending those who entered the workforce during one of the largest recessions in our country's history (though the urge to go on a tirade is very real). Marketers' love the acronym and use it to their advantage in sales material and social media content, especially for the promotion of a brand experience or event.
Experiential marketing can be an intimidating endeavor. Marketers often struggle to receive executive support, especially in traditional industries with a longstanding focus on print, radio, and other mass marketing campaigns. Brainstorming, executing, and measuring the success of a branded event requires budget, resources, and bravery. Too many industries are terrified to take on the task because they're held back by an even bigger fear of failure and negative press.
When Pop2Life was acquired in March, Erica Boeke was one of the first names buzzing around our office in NYC's Flatiron neighborhood. As 23 Stories' VP of Strategy and Experiences, Erica was an integral part of finding and hiring our agency, bringing us downtown to One World Trade Center and into the fast-paced world of Condé Nast. Her high-energy, intuition, and creative connection with our CEO, Eric Murphy ("We planned that," he said, when Eric and Erica were introduced together during our acquisition announcement) matched the energy of Pop2Life perfectly.
Fast forward a few months and I'm back at Pop2Life... I told you I would be. Since working as the marketing intern in Spring 2017, I've graduated from college, caught up on four years worth of sleep, and started my job as a freelance coordinator on Pop2Life's Event Concierge Services team. For my first Event Concierge Services project, I was thrown to the wolves to manage travel and accommodations for our largest event of the year -- the iHeartRadio Music Festival.
Buying a car is one of the biggest purchases a consumer can make. Up there with owning a home, it requires months of thoughtful research, price comparisons, and financial investment. Very few (but very rich) people can walk into a dealership and instantly make a purchase. Not only a major investment, cars are an integral component of our lives, and a positive association with a car's brand and model is vital to the sale.