The Museum of Ice Cream inspired many great experiential brand activations. They use Instagrammable brand moments to encourage UGC. Examples include the Cheetos Museum, Glade’s Museum of Feelings, and Hulu’s recreation of Seinfeld’s apartment.
However, the trend is not showing signs of stopping. To be clear, there are still plenty of fantastic ways to create stunning brand museums. However, the future is moving to more than just Instagrammable moments.
Gamifying for Great Experiential Marketing
A recent NVE activation for Adidas included a virtual game. Attendees competed against virtual versions of their favorite soccer stars. The activation was gamified by recording and displaying statistics from the runs. Therefore attendees, particularly young kids, became “addicted” to the event. They kept coming back over and over to beat their high scores. Some of them even managed to beat the scores of their favorite stars.
This sort of virtual gamification represents the next chapter in successful experiential. Instagram posts are wonderful and still represent a fantastic way to interest and engage your target audiences. However, shifting trends point to engagement beyond the curated feed.
Interestingly, the shifts match the generational differences between Millennials and Gen Z. Where Millennials love pretty, Instagrammable perfection represented by brand museums, Gen Z wants to engage on a deeper level that adds more value. Gen Z is “completely over artfully staged perfection,” says Inc.
Another key craving for Gen Z is personalization. More than ever, consumers want customized offerings and experiences. In this vein, look at the successful examples of “Share a Coke,” with personalized names on each bottle, or Spotify’s “wrapped,” which delivers a fun report full of insights about your listening habits.
Brands are waking up to the shift away from “Instagrammable,” towards greater gamification and personalization. When it takes more than ever to grab consumers’ attention, great experiential marketing relies on outside-of-the-museum thinking to capture eyeballs.
As it becomes more difficult to grab consumers’ attention, great experiential marketing relies on outside-of-the-museum thinking.