In the last few years, we have seen a substantial increase creatively with onsite sponsorship activation, both with our clients and entertainment properties globally. The amount of effort and financials put into these creative marketing platforms, have really been a game changer, enhancing attendees and consumer experiences, while creating a significant brand recognition. Due to this, these branding plays will remain relevant and in peoples’ minds for years. I can still recall being amazed at the Coachella music festival a few years back where Sephora (a major player in the beauty Industry), had a tent where they provided a unique experience targeting the young female demographic of the festival, steering attendees through different makeup stations. Each station had its own “Sephora” branded product and application tools as well as a trained professionals on hand for assisting the process and providing product knowledge. Finally, once you have seen/used all the products offered, you end up in line at a photo booth that takes your picture, airbrushes it and emails you a copy so you can post it on your social media on the spot. Each photo has the Sephora watermark in the corner to be sure to maximise exposure.
Now out of the 180,000 thousand people that attend Coachella music festival that year, 51% were female. That makes about 91,000 females in attendance annually. Now if even 30% of females in attendance stopped by that Sephora tent during both of the 3 day events. And only half of them posted these photos on Instagram and facebook, generating 13,770 social media imprints in less than 10 days. Without calculating shares/reposts and multiple social media outlets, and in terms of branding and exposure, I would say that Sephora has more than hit the mark with their efforts at this event.
Here is another example of just a few of the most creative and costly activations we have seen in recent years:
A futuristic approach made by American Express at the U.S. Open. Utilizing spokesperson Maria Sharapova, fans were given the opportunity to return a serve from the tennis star. The computer generated image of the athlete took 9 hours in a virtual reality studio to generate the right content needed to enhance the fan interaction.
One of the many activations Visa launched during the FIFA world Cup was an initiative called “Visa Teletransporter” it was a creative program that gave World Cup fans virtually transport themselves into multiple scenarios during the event. Whether it was sitting down to dinner with Fabio Cannavaro or playing pass with Zinedine Zidane. Fans could actually place themselves (personal images) into these desired situations and were able to share them on top social networks.
These types of activations are becoming increasingly popular at all events around the globe. Whether it be local food/wine festivals, county fairs, concerts or global sporting events, attendees and fans alike act as the primary resource when it comes to capitalisation on the business of entertainment, recreation and sport. We are keeping a keen eye on next level activations' that will be driving revenue and increasing imprints within our industry for the exciting years to come.