Imagination’s Post

Brands from various industries resort to entertainment. Some are serious players, others are more about riding on the trendy buzz. When done well, entertainment-based strategies can contribute to expand markets in ways that generate strong people connections and business impact. It is not… … about engaging brand content and storytelling. … about on-brand influercer-based campaigns. … about partnerships or licensing. … about new digital channels or products. … about great technology-enabled interactive customer experience. … about outstanding metrics. It is... not only. Fortnite or Pokémon Go, for example, have had a record success, not just by so-called vanity #metrics standards, but also in terms of actionable business #KPIs that informed existing and future strategies for entertainment companies and also for other industries partnerships. I have experienced companies in #hospitality, #retail, #travel, #food, #fashion, or #culture and even #education, tapping into #entertainment opportunities. 👉 You may benchmark how companies in this industry create, produce and distribute, locally and globally. 👉 You may tap into one of its gamification formulas to gain access to new markets or audiences. 👉 Or a brand may commit to position itself in the entertainment space full-fledged. As a #marketer, I find these 5 aspects may prove critical in doing so: 👉 Build your strategy and execution on deeper data-driven #insights and ensure you are prepared to monitor and evolve, with special attention to main KPIs. 👉 Understand your #business and how your strategic approach and execution can impact your business: understanding your business culture, your business model, cycles and key drivers… and potential business outcomes, so you may define and plan accordingly to bring about desired outcomes. 👉 Know your #customer and the audiences you reach out to: understand their context and how your brand adds value. Target entertainment audiences, with an understanding of how they vary—from viewers, to users or players, to creators, from casual to ultrafans… and consider their role in community building. 👉 #Innovation, focus and commitment: a creative mindset, technological and human innovation and commitment; and consider drop-by-drop cadence, for example, to build anticipation momentum and renew activation in ways that resonate with these audiences. 👉 #Partnerships and their role in a fragmented media environment and in contexts where cultural relevance, legitimacy and credibility are needed. Sharing here 4 #brands that tap into entertainment with 4 different approaches: Mahou San Miguel and its #encuentrosconsabor https://bit.ly/3uPXhBE   in tune with IKEA tone of voice, #dotrythisathome global campaign https://bit.ly/3P28JB3 the LEGO Group #retailtainment store concepts in Manhattan and Singapore #travelretail: https://bit.ly/4bWQoz6 Vincci Hoteles playful proposition at FITUR https://bit.ly/3TeBD3l

First the real-life Barbie dreamhouse, and now this? In one of our recent posts about Consumer Trends in 2024, experiential marketing was noted as a major trend this year. Airbnb showed how well it can be done! Airbnb orchestrated the recreation of the iconic floating house from Disney Pixar's "Up," using more than 8,000 balloons to complete the design. The home is available for guests to rent in Abiquiu, New Mexico. Do you think this kind of experiential marketing will be something we continue to see from Airbnb? Have you seen other brands developing similar experiences? Let us know in the comments below. #airbnb #famouscampaign #airbnbhouse #up #pixarmovies #experientialmarketing #creativemarketing #marketingstrategy #brandstrategy

Learn how brands forge deeper connections with their audiences through immersive experiences! Traditionally, events were one-offs, but forward-thinking brands have transformed them into lifestyle moments. Dive into our CEO Sheila Rondeau’s latest blog on the MOGXP website. #ExperientialMarketing #BrandEngagement

While brands rush to create immersive experiences, the real challenge lies in sustaining engagement over time. Here is where web3 comes in. Recently, McDonald's hosted an immersive dining experience to celebrate the launch of its new anime-inspired sauce, dubbed WcDonald’s Sauce. And while we applaud innovative marketing tactics, we can’t help but think they missed an opportunity to fuel long term participation targeting their community of anime connoisseurs. Envision if early participants had the chance to claim a limited edition “proof of tasting” token just for participating in this unique experience. These digital collectibles would: 💥 Incentivize participation in future growth strategies using consumer information collected during this pop-up experience. 💥 Reward loyal fans with personalized benefits using engagement metrics for online and in-real-life activities. 💥 Continue to re-engage community members using brand partnerships to drive sales and acquire new consumers. (Can you imagine if WcDonalds members had access to discounted Comic-Con International tickets thanks to a McDonalds x Comic Con collab - now that's a match made in heaven) 💥 Give early adopters something to brag about with a rare, post-experience collectible. As a web3 product company, we can't help but wonder what recurring value and incentives McDonald's could have unlocked by strategically using insights gathered from onchain data.

🤔 Ever wondered how brands capture our hearts with nostalgia? Airbnb just set a new benchmark with their latest experiential marketing masterpiece. Celebrating the 15th anniversary of Pixar Animation Studios's "Up," they've brought Carl Fredricksen's balloon-lifted house to life. Nestled in New Mexico's scenic red rocks, this offering isn't just a stay; it's a step into a beloved story. From meticulously recreated interiors to activities that immerse guests in the film’s charming world, every detail is crafted to enhance the narrative experience. Why is this significant for marketers? It demonstrates the power of leveraging popular culture to create deeply engaging consumer experiences. Airbnb’s choice to include iconic locations like the Ferrari Museum and X-Men Mansion in their Icons collection further illustrates a strategic embrace of narrative-driven marketing. Such campaigns do more than just sell a product; they engage emotions and create lasting memories. How can your brand use storytelling to elevate the consumer experience? Are there untapped narrative opportunities that could transform your offerings? What iconic movie home would you love to stay in? How do brands like Airbnb influence our expectations of travel experiences? #AirbnbExperience #PixarUp #CreativeMarketing #TravelTrends #ExperientialTravel #MarketingStrategy #BrandStorytelling #AirbnbExperience #ExperientialMarketing #DigitalMarketing

💅🏻 I Remember the Barbie house from last year? Well last week AirBnB announced ‘Icons’, the bookable stay experiences from iconic movies, celebrities etc. F’in genius! 👊🏾 📌 We already know it’s crucial for brands to reflect on their core motivations. But are they chasing fleeting clout, or are they committed to building lasting culture? Clout-driven strategies may yield quick wins 🏆 and viral moments (as the Barbie house did) but culture-building fosters genuine connections 🫱🏻🫲🏾and long-term loyalty and that’s exactly what Airbnb is doing. ➡️ Brands that invest in culture are not just trend followers; they become trendsetters, shaping the values and narratives that resonate deeply with their audiences. 🗝️The key is authenticity. Clout can be bought, but culture must be earned through consistent, meaningful engagement. As we navigate the ever-evolving marketing ecosystem, it's time to ask ourselves: Are our efforts contributing to a sustainable brand legacy or just riding the wave of the latest trend? 🏄🏽♂️ How do you ensure your brand stays authentic and focused on culture over clout? Or are you just saying ‘screw it, let’s just jump on board’?

Embarking on a Journey with Generation Alpha: Crafting Authentic Connections in the Hospitality World: In the ever-evolving hospitality landscape, Generation Alpha is rewriting the rules! Born between 2010 and 2024, these digital natives may not have wallets, but their influence on household spending—$130 to $670 billion annually—is undeniable. For hospitality marketers looking to connect: 1. Speak Their Language: Immerse them in AR and VR experiences. 2. Socialize with Purpose: Join their world on YouTube and TikTok. 3. Tailor the Experience: Personalize their digital journey with custom recommendations and interactive features. 4. Values Matter: Embrace authenticity, diversity, and social responsibility. 5. Game On: Infuse fun with gamification strategies. 6. Dive Deeper: Click on the link to read in detail and explore more insights! Let’s authentically embrace the future! 🚀 #HospitalityMarketing #GenerationAlpha #AuthenticConnections

Excellent post by 5&Vine around #ChallengerBrands ! "A Challenger Brand is any brand, regardless of size or industry, that is relentlessly focused on “challenging” the status quo to create a better, more equitable world. They fight from a position behind establishment brands to win customers and prized market share from competitors." Challenger brands are perfect bedfellows when matched with the right demographic, experience and context and I'm super proud of the work Paper Garden Records and Bryan Vaughan are doing in this space! #challengerBrands #ExperientialMarketing https://lnkd.in/gGRDcYqi

FROM RETAIL TO RELEVANCE: How Brands Can Transform into Entertainment Powerhouses As I reflect on consumer-brand relationships, it's evident that entertainment has evolved into a vital strategy for brands. In a world where experiences take precedence over products, companies must shift from traditional retailers to engaging entertainment entities. Platforms like TikTok and Instagram have changed brand interactions, yet many still struggle to form genuine connections amidst superficial engagement. I believe storytelling, live events, and collaborations are crucial. For example, brands like jacquesMarieMage.com , Teddy Santis ‘s AimeLeonDore.com or SuperduperHats.com craft narratives that resonate deeply with consumers, enhancing authentic engagement. Creating immersive experiences is essential, whether online or in-store. Brands can leverage interactive elements, such as community-building events, to foster deeper connections and make shopping more enjoyable. This raises a question for discussion: How do you see the balance between entertainment and authenticity in brand engagement? What strategies have you encountered that successfully create this connection? #BrandTransformation #ConsumerEngagement #EntertainmentMarketing #Storytelling #RetailInnovation #retailinvestments #CommunityBuilding #DigitalMarketing #familyholding #BrandStrategy #HeritageBrands #LiveEvents #venturecapital #familyoffices #alternativeinvestments #labelventures #BrandNarratives #ExperientialMarketing courtesy image: jacquesmariemage.com LabelVentures.com

Unconventional spaces are not just venues, they are a canvas for creativity. From historical sites to rooftop gardens, brands are venturing beyond traditional settings to create immersive experiences that captivate and engage. These unique locations can transform a routine marketing strategy into a memorable #event that strengthens consumer relationships and enhances brand perception. Share the most unique space where you've encountered a brand activation, and let's discuss how these creative choices impact consumer engagement. #ExperientialMarketing #BrandActivation #CreativeMarketing #EventProfs