Brand activation is an integral element of marketing and is one of the most trusted approaches used by countless ventures across industries. But over time and with the development of new technology, consumer behavior has evolved. As a result, the execution of the marketing mix has also changed, becoming more complex and complicated.
The biggest shift society experienced is the continuously growing dependence of individuals and enterprises on the virtual sphere. As it stands, almost everything from leisure to work and even business is already done digitally. This scenario is exacerbated by the global pandemic, where everybody was restricted from going out, forcing people to communicate and interact online.
Social media domination
On top of that, most consumers, especially the young generations, are also leaning toward experiences. This means that people are no longer easily convinced by words alone but would rather like to immerse themselves in the product or service. Because of this, the most successful brands are those that have learned to adapt and engage with customers in the digital space while still providing memorable experiences.
An excellent tool that many of these ventures use is social media. Not only are these platforms an incredible gateway that helps businesses reach a massive audience, but it also allows them to create meaningful connections with people.
Content creation is also another key tactic that many businesses and personal brands utilize. A plethora of content can be uploaded online, including vibrant pictures, captivating and educational videos, interactive games, and live streams.
Aside from these, the highly innovative Metaverse or Web3 has found a way to create exciting brand activations. Specifically, NFT projects are becoming the leading way to engage with the community through their real-life utilities and massive perks and benefits.
On the way to Metaverse
A few examples of the remarkable use of NFTs in brand activation is the Tony Hawk virtual skate park, where Tony Hawk Inc. unveiled its own virtual environment, created in partnership with the Animoca Brands-owned platform and NFT business Autograph, a few days after Playboy revealed an activation on The Sandbox.
The much-awaited Yuga Labs’ metaverse called Otherside is also making waves after 4,300 select users were invited to become “Voyagers,” who are able to run around and interact with each other in the “Biogenic Swamp.” The participants went on to share their reviews on social media calling the demo a “major success in graphics and entertainment.”
These are just a few of the innovative brand activation strategies that can be done in the digital space. Many other campaigns, events, or experiences can help businesses and personal brands scale their influence. For instance, they can build highly themed, immersive pop-up spaces and social media photo ops.
In addition, they can also leverage virtual reality and augmented reality elements such as those seen on Snapchat and IG filters. Or, they can participate in or support socially conscious events. But alongside these various techniques, what ventures should keep in mind is that the real goal of brand activation is to create lasting connections with their client base.
Featured image: by Roméo A via unsplash.com