Nice post by Jez Paxman of Live Union on how to make live experiences an integral part of your brand. Live events can be gimmicky and one-off affairs that do little to build the brand. But the examples Jez talks about are different. They show how live experiences can become a strategic and long-term part of the brand mix.
Times + uses privileged access to live events as a way of driving the
paper's subscription service
Apple Camp – summer classes at Apple stores teaching kids how to use iLife programmes such as Garageband and iMovies.
Mark's Work Wearhouse
– a smallish brand in Canada has installed walk-in freezers with fans to create windchill
in its stores so you can trial their clothing and see how they perform
at temperatures as low as -40.
Nike Human Race – allows you to compete in a global 10k race, trying to set your own personal best, but also having your time be part of your own country competing against others. One of a host of live experiences that Nike uses to bring to life the brand.
Mercedes-Benz World at Brooklands in Surrey allows you to test drive cars on a track
O2's priority campaign gives customers exclusive early access to tickets at the O2 venue, and also entry to a special VIP area at Twickenham rugby ground and other sporting events. This has helped the brand be distinctive in the ultra competitive mobile network market.
Howies Do Lectures
– This annual retreat in the Welsh hills plays a fundamental role in
helping the ethical clothing brand spark
conversation and build a community around itself.
In conclusion, live experiences can play a big role in creating a distinctive and relevant brand. The challenge is to create events that really connect with your consumer and dramatise the brand positioning. And then put real and long-term support behind them so they become true brand poperties, not just one-shot events.
