Advertising Week Europe

Advertising Week Europe 2017 Official Guide

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CREATIVITY AND CRAFT The Power Of Live Being there is social currency for the young. And for brands, being there means touch- ing audiences in an intimate way that can't be replicated on a device. With the rise of alternate realities, chatbots and au- tonomous appliances, people still crave shared experiences around passion points whether it's sport, music, conferences or shows. So it's not surprising that the business of raising a brand's profile by promoting it through live events is surging as research finds interactive campaigns have the big- gest impact on consumers. A survey by AEG Live and Momentum Worldwide found that 18- to 34-year-olds are much more likely to have a positive impression of a brand when it sponsors a concert that they attend. And a whopping 89 percent of people at the gig go on social media to give the product a thumbs- up, exponentially boosting brand exposure. "Brands want quality and they want quantity," says Andrew Klein, Senior Vice President for Global Partnerships at AEG Worldwide, which produces 34 music fes- tivals every year. "They want to create custom content that allows them to interact one-on-one with fans, but also provides a one-on-one-million reach via social media." Take what HP did at the Panorama Music Festival in New York City. The event part- nered with the tech giant to create The Lab, an interactive experience combining music, digital artistry and design featuring installations by local artists. Festival-goers immersed themselves in seven illuminated areas inside a huge dome, and beneath each installation HP listed the products used in its creation. It got an avalanche of enthusiastic press, but Klein says The Lab's biggest success was directly reaching the 60,000 fans who took photos, sent tweets and Facebooked friends about the project, expanding its reach on multiple levels. And experiential marketing's greatest asset is also its biggest challenge: taking the intimacy of a live experience and find- ing a way to virtually share it with millions of people. Producing a variety of content and distributing it on social is the most popular way to do this, but getting the fans to share the adventure across social platforms is even more powerful. Having an overarch- ing strategy that builds excitement before the event helps enthusiasm reach its apex during the happening, and following up with paid and organic distribution afterward is the best way to keep the energy going. As awareness of experiential market- ing's impact grows, so does its complexity and innovation. "Brands are smarter now," says Todd Goldstein, Chief Revenue Officer for AEG. "They are looking for unique ways to capitalise on live experiences that allow them to touch the people they want to influ- ence most." Sometimes going live helps marketers reach people who might not otherwise in- teract with their brand. The overlap between HP tech whizzes and fans of Solange or Frank Ocean may seem small. But in some ways that's the point. "The fact that your re- action is, 'I wouldn't have thought of pairing these two things together' is exactly why it works," says Goldstein. "In the ideal part- nership, you are opening people's eyes to something new." And in the end, nothing really beats being there for a brand, for an audience and for a company's social graph. Now That 72 Percent Of Millennials Prefer To Spend Money On Experiences Rather Than Things, More Savvy Brands Are Getting Into The Experiential Act by Julia Savacool AWE 2017 142

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