Brand Activations: Build Excitement with Technology
Guide
Brand activation refers to the interactions a company can use to drive the actions and attitudes of its audiences. Its primary goals are increasing brand awareness, developing solid relationships with the target market, and generating customer loyalty. Brand activation can take various forms, including events, campaigns, and digital experiences.
A brand activation event engages potential customers interactively and dynamically (see our activation events services). Through these events, businesses can showcase their products or services, create brand advocacy, and generate leads. Some examples of brand activation events include product launches, pop-up stores, and interactive experiences. Based on recent stats, 75% of consumers claim that engaging in branded event experiences makes them more likely to purchase promoted offerings.
Over the years, we have witnessed an increasing use of technology in events to increase attendees’ satisfaction. From virtual reality activities to interactive gaming, modern technological solutions allow marketers to think outside the box and create more immersive customer experiences. By leveraging the right tools, companies can build excitement around their offerings and inspire audiences to take the desired actions.
After illustrating the benefits of event activation, this article will provide examples of successful brand activation events that use technological tools to maximize their results. Finally, we will give you some handy tips to plan and organize technology-driven events like a pro.
The Benefits of Event Activation
Activation events allow companies to interact with their target audiences more meaningfully and memorably than traditional forms of advertising. They can be used as experiential tools to launch new products or further engage current customers.
Unlike impersonal marketing tools, these events can reinforce trust in the brand by providing tangible evidence of the quality of the company’s offerings and increase positive brand associations by allowing attendees to enjoy unforgettable experiences.
Event activation is also an excellent tool for generating leads. Companies can follow up with target customers after obtaining attendees’ details through data capture technologies. Moreover, these events provide the opportunity to create content for social media and other digital platforms, further expanding brand awareness.
Another benefit of event activation is its flexibility. Brand activation events can be highly experimental and are an excellent way for companies to test new products and ideas. By doing so, they can assess how well-received their offerings are in a limited sample of customers that highly represent the brand’s target market.
Examples of Technology-Driven Brand Activation Events
Here are some practical examples of how using technology in events can improve brand activation by amplifying the attendee’s experience.
Virtual Reality
Virtual reality (VR) is a great way to engage people during brand activation events. This technology allows you to offer attendees the chance to explore your products virtually and travel to fictional or far-away environments where they can enjoy unprecedented experiences. For example, a coffee brand could use VR to make the audience embark on a virtual trip through the different stages of coffee production, from the South American field where coffee is harvested to the customer’s sofa where it’s finally ready for consumption.
Augmented Reality
Another technological solution that can help companies engage event attendees is augmented reality (AR). Through these tools, participants can interact with the company’s products or services in innovative ways that would otherwise not be possible. For example, a fashion brand could organize an event where visitors can virtually “try on” t-shirts, pants, jackets, or shoes without wearing them physically.
Live Social Media Streaming
Streaming an activation event live on social media can help a brand reach wider audiences than just those present. Social media can also help event organizers create a more interactive experience, as viewers can participate in polls and games directly from their phones. A perfect example is the product lunch our event production company in Los Angeles organized for XOS Trucks, which involved the continuous and strategic use of hashtags.
It also featured a 40×13 curved LED backdrop to the stage, seamless screens added to the speakers’ presentation, and an LED display podium for the engine that displayed content about the engine itself. On top of that, VR and XR (extended reality) technologies were used to help prospective investors and buyers better understand the product by virtual tour of the inside of the engine.
Robotics Experiences
In our collective mind, nothing symbolizes technological progress as much as robots. You’ll be surprised to learn that robots are becoming increasingly prevalent in activation events thanks to their ability to provide unique customer experiences.
Companies such as SoftBank Robotics in Japan have created humanoid robots that can be used for non-conventional interactions with customers during brand activation events and other face-to-face marketing activities.
Interactive Games
Companies can also use modern technologies to create entertaining gaming experiences for attendees. These can involve both individual and group games.
For example, a car company could set up an event where participants compete against each other in a virtual race game using a VR headset.
In the game, attendees can select their “virtual cars” from a collection of models produced and sold by the company and accurately replicate the original features.
How to Plan and Organize a Successful Brand Activation Event
Planning and organizing an influential brand activation event requires a thoughtful approach.
First, you should define the WHO and the audience the event is trying to engage.
Are you trying to attract a specific group of customers? Do you want to reinforce relationships with your existing clients? Are you looking for new investors for your company?
You can only plan a successful event by knowing the main traits of the audience you’re trying to reach. Defining your target attendees is also essential to marketing the event and ensuring a good turnout.
Then comes the WHAT, meaning the goals you are trying to achieve by organizing the event.
Do you want to launch a new product in a unique way to overshadow the competition? Are you trying to improve how your brand is perceived by evoking new positive feelings in your target market? Are you trying to reinforce the loyalty of your existing customers by rewarding them with a unique experience?
Clearly define your objective in the planning stage of the event.
The next step is defining the HOW. Now that you know who you’re trying to reach and what you’re trying to accomplish, you must come up with practical and original ideas to get it done.
Every event should be unique to the company it represents and the audience trying to engage. An event organized by a cupcake producer to target its regular clients will differ significantly from a car manufacturer’s product launch.
Depending on these factors, the event can revolve around product sampling, brand storytelling, “shock and awe” experiences, customer incentives, or charity activities. Make sure the event has distinctive elements that make it truly unique.
One example is an event for Palo Alto’s digital company that we helped set up. The business wanted a futuristic theme for their conference kickoff party. After considering their goals and target audience, we organized a photo booth where the attendees could paint with light… like actual light!
We also included stilt walkers with LEDs that displayed targeted messages and a memorable percussion show in which drums were synched with the lights.
Finally, you need to define the logistical aspects of the event, that is, the WHERE and WHEN, and ensure that the overall cost falls within your available budget. Our destination management company can help you find the perfect location that will impact your ROI most.
Create Memorable Activation Events with the Right Event Partner at Your Side
Support from an experienced event manager is essential to organize a successful brand activation event. This refers to all the stages of the event’s preparation. A partner like Event Solutions can guide you through the process of conceiving, planning, and managing the event, as well as evaluating results after the event is over. We keep track of your event management budget as well as all other line items to maximize your ROI.
After analyzing your goals and target audience, we will help you generate tailored event ideas and show you the steps to turn them into reality, all while taking into account your budget and any other operational, bureaucratic, and legal constraint that you may have.
We’ll be at your side from conception to promotion to post-evaluation and give you all the advice and support you need at every step.
See our timeline for product launch events and our blog of creative product launch event ideas for further reading.
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