What is brand activation/immersion?
Brand activation and brand immersion are often conflated, but they are actually two different and very important aspects of your marketing.
Brand activation is any event, campaign, or experience that empowers your brand to interact directly with customers in order to build a brand community loyal to your service or product. It is a relatively new approach towards marketing and is accomplished by centering experiential marketing and novel experiences on the brand itself. Millennial and Generation Z customers raised on the internet are the target audiences who most fully engage with marketing campaigns of this type.
Brand immersion is simply taking the idea of brand activation to its logical completion and fully branding a space so that any customer who enters the zone of immersion cannot help but interact with brand ideas, ideals, and concepts while present. Most businesses will not be able to create a fully immersive experience as the real world will always be present in some way. But, for businesses that fully embrace the immersion concept, one needs to look no further than the most successful amusement parks — specifically, their ability to integrate their brand into every aspect of a customers vacation visit.
Inclusive and interactive activations show the way for customers to locate your product and engage with your brand ideals. Just the right content, strategy and execution is required for successful activation and immersion campaigns. These campaigns go directly to your customer — informing them what your brand is and why it is worthy. Activated immersion experiences should generate constant enthusiasm with a strong call to action. Reach the correct audience in the perfect time by speaking in their own language. Seek to tether customers and brands through emotionally charged, passionate and creative immersions.
SpeedPro of SF Peninsula activation and immersion campaigns are a catalyst that changes how your customers will engage and interact with your product because of their shared experience. Traditional and non-traditional research methodology and behavioral science has led the way to experiential success in the novel realm of activated brand immersion. Your job is to create a palatable buzz — make transitory pop-up shops filled with exciting experiences, attract young internet influencers to selfie stations and curated adventures. These experiences will allow them to grow their own personal brand identities while interacting with yours to create a synergy that benefits both parties.
There are three “E”s that embody the nature of a successfully activated brand immersion campaign:
- Educated: The customer knows about the product,
- Engaged: The customer gets involved in the experience.
- Excited: Customers share the story of their interaction with others.
Create a viral desire within others to try the latest product from your company by illustrating the power of brand engagement and ongoing significance in consumer’s lives.
There may be no more effective modern way to build a loyal community of fans and reach new audiences. Imagine having a fandom for your business. Look at the success of certain branded Twitter accounts that drive customer engagement with the younger generation. Has anyone ever created fanart of your mascot? A brand with personality is a brand that customers want to identify with, and this is key to the core concept of immersion. Experiences and interaction drive modern consumer motion and brand activation inspires engagement. Prompt engagement, connections, and awareness through meaningful real-life interactions designed to motivate customers to use that support your product and brand. Breath life into your message, create synergy via energetic emotional relationships.
Spark joy with all of a customer’s senses and inspire them to smell, see, taste, touch, and try on your brand as a facet of their own identity. Transport potential customers into a unique world via immersive set design and applied use of technology to create brand experiences more powerful than email marketing or banner ads. Coordinate social media support to enhance the message via influencers whose audience trusts them as friends not replaceable machine cogs. Experiential marketing is the biggest trend in the emerging decade, millennial experience affinity over the desire for material goods has spilled into other generations and is impacting how marketers seek to interact with consumers.
Pop up bars, salons, shops, selfie-stations and more novel ideas are popping up in many unexpected new locations. Splashy limited-time-only promos draw in new customers and deepen customer loyalty. Businesses transform commercial spaces via brand activation to create an immersive brand experience using environmental graphics such as window graphics, wall murals, foam board standees, floor graphics, and even full wraps for vehicles or elevators.
Partner with SpeedPro of SF Peninsula to activate your next branded campaign and turn it into an immersive experience. Our social media savvy and experienced staff are eager to take you and lead you into the new marketplace of ideas of our society. SpeedPro of SF Peninsula can teach you how to unleash a meme and engage an audience with our large format printed graphics and expertise about the coming age of brand activated immersion. Get in on the ground floor and ride the visual medium vessel of experiential marketing brand activation.
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