01.25.20
By Lisa Major
On February 2nd, all eyes will be on Miami as the Chiefs and 49ers take the field for Super Bowl LIV. For brands, the Super Bowl provides the ultimate opportunity to host unforgettable live experiences that engage consumers in a vibrant atmosphere. In this week’s Happy Hour, we’ll take a look at how a few brands are leveraging the power of experiential at Super Bowl LIV. We’ll also cover why experiential marketing is so important for brand marketers and bring you tips from Disney on how to create a magical brand experience for consumers.
“Here’s a look at what brands including AT&T, Stella Artois, Jack in the Box and Volvo have planned for the Big Game.” ~AdWeek
Photo: James McEntee/ AP Images for Courtyard by Marriott
In just a little over a week, millions of football fans from around the country will tune in to watch the NFL’s top two teams battle it out. Of course, as the Super Bowl approaches, everyone also has their eyes the commercials that will make headlines during the Big Game. But with a starting price of $5.6 million for a 30-second television ad slot, there are plenty of major brands that have opted to take a different route to engage consumers. From concert sponsorships and brand activations to stayable experiences, see how these 9 brands plan to leverage experiential marketing to score with fans in Miami.
“Marketers increasingly describe events as part of their respective brands’ ‘DNA.’ ” ~Event Marketer
Experiential marketing was once considered a marketing tactic and a luxury add-on for most brands, but fast forward just a few short years and today experiential is a mainstay. In fact, 77% of marketers say that live events will be increasingly important over the next few years, and 62% plan to invest more in live events. As consumer expectations evolve and shift, experiential marketers are not only focused on creating amazing immersive experiences, but also on building lasting relationships that turn customers into loyalists, and better yet, brand advocates. Here, Event Marketer shares insights from ten brand marketing gurus on why experiential marketing is so important for their respective brands.
“When you get right down to it, Disney is not really in the business of selling rides, fireworks shows, parades, and food. They’re in the business of monetizing long-lasting, memorable experiences.” ~Attendify
If you have ever visited a Disney resort or theme park, you know just how far Disney will go to create a magical experience. Even with the crowds, the lines, and a tired 5-year-old in tow, my family’s Disney experience ranks high on my list as one of the best travel experiences we’ve ever had. The level of service and the attention to detail that Disney provides is extraordinary. And just as Disney aims to please and nurture guests at every touchpoint on their magical journey, experiential and event marketers should strive to do the same. From properly training your cast members, a.k.a. event staff, to incorporating technology to improve the attendee experience, see how these important lessons from Disney can improve your next experiential event.
Photo: Google
In this week’s experiential marketing roundup, BizBash features ten steal-worthy ideas from CES, the College Football Championship, and the SAG Awards. Check it out!
Join us for Happy Hour each week as we bring you the latest and greatest news in experiential and event marketing! Cheers!
