Experiential events are evolving, bringing new possibilities to amplify your brand through experiences and creativity. Here are some recent trends we're watching.
Augmented Reality
Augmented reality is technology that superimposes a computer-generated image on a user's view of the real world. We are witnessing the rise of AR in real time as it boosts marketing through experiential events.
At Comic-Con 2022, for example, HBO created an onsite installation for the Game of Thrones prequel House of the Dragon. An immersive, show-accurate castle was constructed outside the convention center. Attendees could enter the in-universe experience, journey through rooms, and take photos on the life-size throne. Using the companion DracARys mobile app, attendees could hatch an egg and then "raise" their very own dragon through AR. This was a brilliant way to blend the promotion of the castle exhibit with a unique virtual experience.
Museum Exhibits
A museum's purpose is to showcase live exhibits for the masses. For decades, we have seen them promote art and education—but recently, we see museums as a unique opportunity for live marketing.
Due to the Met Gala's rise in popularity in the fashion and entertainment space, brands now invite influencers to be a part of the exclusive event. The gala is also an opportunity for brands to promote their latest fashions, inviting celebrities and influencers to wear their designs and attend on their behalf.
Additionally, HBO partnered with the Natural History Museum of Los Angeles to promote House of the Dragon by blending education with fiction, offering a limited-time exhibit showcasing costumes and props from the show and the real-life inspiration behind the myth of dragons. HBO's use of experiential events seems to have paid off, as the show was HBO's highest-viewed series premiere in history.
Co-Marketing Collaborations
Celebrities and influencers have transformed the B2C world and continue to do so. Entertainment, fashion, and consumer brands partner with high-profile figures to offer exclusive products, often tied to pop-up shops and events for a limited time.
Kim Kardashian's SKIMS collaboration with the 2022 Winter Olympics created custom athleisure wear for Team USA Olympians. Many of these athletes posted try-on hauls on TikTok while in Beijing. The items given to Olympians for free were also available to purchase on the SKIMS site. The collaboration of these two brands built awareness across social media and gave SKIMS a new level of exposure to sports fan audiences.
Influencer Events
Influencers document experiences in real time! Now imagine an entire event dedicated to hosting an "influencer party" where these social media-minded individuals are treated to a creative live event. Through these influencers, the entire party is broadcasted across Instagram, TikTok, and other platforms, where consumers view and want to purchase a small part of the exclusivity portrayed.
The fashion retailer Revolve has become famous for its events that take influencers to popular destinations and shower them with gifts. They even offer an exclusive party at Coachella called Revolve Festival, an invite-only, two-day event adjacent to the popular music festival. Influencers introduce a new horizon of corporate promotion through events and their power seems to evolve brand marketing every year.
At MCI USA, we specialize in capturing unforgettable moments and using trends to amplify our corporate clients' brands through experiences and creativity. Connect with us today to learn more.
