From captivating installations to immersive brand activations, the realm of experiential marketing is bursting with brands being brought to life in new and awe-inspiring ways.
Austin, Texas became the epicentre of experiential this month, as the annual SXSW festival took over town.
“SXSW is a cultural moment every year that at its core allows for people to share ideas and fuel their imaginations,” James Finn, global head of brand and content marketing at Audible, told ADWEEK.
So which brand experiences fuelled our imagination?
Sharpie and Paper Mate teamed up to invite people to unleash their inner creativity, with a pop-up studio that put product at the heart.
Guests could send their best doodles on postcards to friends and family from the Paper Mate Joy Lounge, design their own cocktails at the Creative Cocktail Bar, and learn new creative skills from experts with a series of creativity-inspired talks and masterclasses.
Fun, playful, personal, interactive – all the hallmarks of a successful activation.
Porsche took festival-goers on a road trip through their past, present and future with a pop-up brand house which included the U.S. debut of the new, all-electric Macan.
Entering through a ‘Pit Stop’ and ‘human car wash’ before stepping into a Porsche-themed motel, the experience included sensorial lockers which brought to life the sounds and smells of the brand.
A transitional space with experiences through the day, the experience was further brought to life through a packed programme including panels on topics such as gaming and the importance of travel, as well as stand out performances from Common and Diamond Kuts through a partnership with The Fader.
Procter & Gamble took the opportunity to launch Tide evo, a fibre-based form it calls “a new chapter in laundry innovation”.
The hands-on, science-themed pop-up allowed attendees, in P&G’s own words, “to deeply immerse themselves in the innovation through tactile experiences focused on how Tide evo is made, how it works and how it is changing the laundry category for the future.”
SXSW is certainly an interesting choice for a laundry brand to turn up, but with a progressive product, vibrant design, oversized installations, and interactive and educational experiments – what better way to engage an influential, forward-thinking audience?
Search #tideevo and #sxsw on TikTok for the full tour.
The streaming giants were in town as they continued the trend of bringing their latest worlds and characters to life for audiences to interact with in-person.
Amazon Prime Video promoted its upcoming Original Series, Fallout, with an immersive, post-apocalyptic world, inviting people to see if they have what it takes to survive. This theatrical, immersive experience saw those brave enough to step inside “the Wasteland shanty-town of Filly” interact with ‘locals’, complete a variety of quests, and sample some local delicacies.
LONDON
Bankside 2, 8th Floor
90-100 Southwark Street
London
SE1 0SW
MANCHESTER
1st Floor, Canada House
Chepstow Street
Manchester
M1 5FW
NORWICH
Burton Road Business Park
Burton Road
Norwich
NR6 6AS
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