Brands are always on the lookout for more innovative and immersive ways to reach, engage and entertain us. Brand activations and pop-ups are still gaining in popularity, getting ever more creative and interactive, with the rise of technical innovations like blended reality and our ever increasing obsession with social media.
We loved being a part of some exciting brand experiences in 2022 and 2023 and can’t wait to dive into more in 2024 – but before we do, we wanted to share a little more insight on experiential and why it can be such an effective part of your marketing strategy.
As a rule (and these are made to be broken), pop-ups tend to be a static, in-person experience or event. They can be seen in a disused shop front on a high street, or they can be bespoke or semi-permanent structures that pop up in city centres, or at large scale events, lasting a few days to a few weeks. Mobile activations are more like a brand roadshow – movable, interactive experiences, often vehicle-based. These not only create a buzz, but spread that buzz all over the place.
No matter which you choose, both are great ways of creating an immersive experience and allowing brands to have an in-person connection with customers. And have them talking about it long after they’ve posted that selfie on Instagram.
It’s a smart way to grab the attention of new people in new locations, targeting a specific audience and creating more lasting relationships with those new people.
But let’s be real, not all activations are equal.
If they’re not aligned with the vibe of your brand, they can feel awkward and clunky and the message you’re trying to get across probably won’t stick.
Even worse, if they’re done badly and delivered poorly, they could be the cringeworthy moment that haunts your brand forever in the trending section of X (Twitter). Ouch.
But fear not, we’ve got some solid experiential victories under our belt that prove how and why brand activations are still so impactful.
Candy Crush
One of our faves from 2023 was working with Candy Crush on their sponsorship activation at the iconic pop festival, the Mighty Hoopla. We were tasked with creating an immersive, festival friendly brand experience to leverage their sponsor presence.
Working with The Cultivators, we designed and produced a bespoke, interactive Maze that could surprise, delight and gently confuse festival revellers, while encouraging them to download and play Candy Crush.
The Maze was the living embodiment of the Candy Crush and Mighty Hoopla worlds with twists and surprises around every corner, including an adult soft play area, sensory flooring with gamified sound effects and a digital photo booth (complete with fancy dress up area) linked directly to social media. As part of the headline sponsor delivery, we were also responsible for the creation of the Candy Crush VIP area, as well as a number of crowd inflatable drops during key performances on the various stages throughout the festival. Open for two days, we had over 3,000 guests through the maze, with close to 1,500 people using the interactive Photo Booth.
This is a great example of a perfectly aligned brand partnership that embodied the spirit and ethos of this vibrant and inclusive festival.
HEINZ
We also loved working with Wonderland PR and Heinz last year on a sampling tour to introduce their limited edition, curry inspired baked Beanz range – Tikka, Jalfrezi and Vindaloo.
Heinz wanted to make a splash with their sampling campaign to coincide with National Curry Week and their ASDA store launch, which gave us a very short lead time.
There wasn’t time to create a bespoke build, so we sourced, designed and branded up an existing catering truck that was eye-catching, yet practical. A team of brand ambassadors then took it on tour in the UK, rocking up at high footfall, city locations like Box Park in Shoreditch and Spinningfields in Manchester.
Making sure this went off without a hitch meant sourcing locations, securing permits, managing stock, organising catering logistics and plenty more little details, which all made for a memorable experience. The team served up hundreds of daily samples with curry Beanz inspired recipe cards and the reaction from the public was overwhelmingly positive.
A simple, yet effective brand activation that showed up at the right place, at the right time with the right product!
EXTRÊME, NESTLE
When Nestle wanted to launch their new, stylish ice cream, Extrême, to the UK, we knew it had to be something special in keeping with their Above the Line campaign, which was all about self expression.
So, we created the ultimate platform for people to ‘Take it to the Extreme’ and express their individuality and extremeness: a catwalk at Brighton Pride, complete with a 3D product display wall and revolving stage. It allowed parade go-ers to channel their fave models or drag queens, strut it out down the catwalk and strike the ultimate ‘extreme’ pose at the end – while enjoying a free ice-cream, of course.
Right vibe, right audience and right format all made it a memorable experience.
WINES OF ARGENTINA
Wines of Argentina tasked us with creating a mobile wine bar that could pop up at festivals and foodie events to showcase their amazing wines and the incredible culture of Argentina.
We crafted the Container Bar from a shipping container, painted in the vibrant colours of La Boca in Buenos Aires and filled it with original antiques and artwork from top Argentine artists. Super stylish and super fun, it became a little haven away from the hustle and bustle surrounding it.
Since its festival debut in 2015, The Container has popped up at loads of UK food, wine and music events, including Latitude Festival, Kendal Calling, Jamie Oliver’s Big Feastival, Blue Dot, London Wine Week, Camden Market and Foodies Festival.
With an integrated sound system playing latin and disco beats, a premium wine list, occasional partnerships with the likes of Gaucho Grill, Hawksmoor and Honest Burger, and an experienced team of charismatic (and glittery) staff, it quickly became a festival destination in its own right.
THE LESSON?
Each of these activations required deeper creative thinking to create experiences that aligned with a brand and resonated with its customers. Once the conceptual work was sorted, these each required detailed and specific operations and logistical support, something we pride ourselves on.
Here’s what Phil Crozier, Brand Ambassador for Wines of Argentina had to say about us:
“We’ve been working with TOMO Events for over eight years, during which time they have become a huge part of the success of Wines of Argentina. They help drive the creative side of our events, while working tirelessly to ensure the brief is met, within budget. They understand the business we are in, and are great ambassadors for the brand”
So, if you’re wanting your events in 2024 to stand out and make an impact, we’re here for it and raring to go.
By choosing TOMO Events, you’ll be working with a no-nonsense team that has equal amounts of creativity and meticulous attention to detail.
No frills, just real skills and hard work. Aiming for events that are top-notch and leave a lasting impression? TOMO Events is your go-to crew.
Link with us here and let’s make ‘24 a year to remember.