With rolling lockdowns and social restrictions we saw the rise of drive-through experiences. Or, in the case of Stranger Things Season 3, we saw their first DRIVE-INTO EXPERIENCE.
These immersive experiences provided a way for brands to engage audiences in a safe and memorable way. Now, as the world opens up, these drive-through experiences are evolving into walk-through experiences. With health and safety as a priority, these walk-throughs deliver fun and engaging moments that consumers can experience and share with others.
Midst Bloom by New York’s Euphoria.
A beautifully mindful example of this style of activation is Midst Bloom by New York’s Euphoria. The immersive pop-up experience invites visitors to engage with concepts like hope, optimism, and positivity. Based on self-reflection and a connection with nature, the experience walks people through a journey of what a brighter tomorrow looks like. Exactly the sentiment we need as we close out 2021, right?
As described by Euphoria, customers walk through the activation and “experience what it feels like to be in a blissful moment, where time is irrelevant.” The thought-provoking visual experience is a perfect backdrop for vivid Instagram moments, meaning the experience can easily be taken home or shared with friends online.
Is the experience worth it?
Finance Online looked at the numbers and the outcome demonstrates that experiential is an effective behaviour changer with robust ROI.
Brand Experience Pays
- If there is value, consumers are willing to pay to experience a brand. The fact is, 1/3 of consumers have paid to attend a brand experience. (Event Marketer)
- 67% of consumers bought products straight from consumer experiences. (Event Marketer)
- 48% of consumers are more likely to buy a new product if they can try it first. (Marketing Week)
- 70% of consumers become repeat customers after an experiential marketing event. (EMI)
- 85% of consumers are likely to buy after participating in events and experiences. (Event Marketer)
- When asked what in-store experiences will drive purchases, 64% of consumers said exclusive discounts. Other runner-ups include food/beverage offerings (30%), a more personalized shopping experience (18%), live product demonstrations (18%), and special events/entertainment (17%). (Walker Sands)
A Safe Experience
When we take the audience’s desire to interact, and the need for sound ROI into account, experiential advertising only comes in second to web by a small margin. Also, considering the web fatigue that consumers endured during lockdown, it’s time to reconsider the marketing budget and assess if web really deserves the lion’s share it is traditionally allocated.
If you’re ready to walk your audience through an experience they’ll remember, talk to us today.
