Bringing your brand to life. Literally

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.