The live experience is an unbeatable way to connect with consumers, and now it can reach a wider audience when brands capture the event and distribute it via traditional media or social networking.
From an epic tune at a packed warehouse party to a winning goal in the last minute of extra time, the overwhelming power of live experience is intoxicating. It's all about being there. For the past decade, I've run an agency creating events that connect those unique, intense, exciting moments with dynamic brands. Three years ago, however, I realised we weren't actually creating experiential events.
We were making 'live ads'.
The ad men of Soho and Shoreditch still define most experiential work. Concepts are created for global TV campaigns, and then agencies like Ear to the Ground come up with ways of bringing them to life in the real world. Be it in a festival field, a city centre or a football stadium, the aim is to intensify the experience for every target consumer, adding an extra engine to push the campaign forward.
Ultimately, we are creating a more immersive and sensory experience that generates buckets of loving advocacy along the way, while also reflecting, developing or recreating the ad creative for a live audience.
Originally, experiential was about sense marketing but now, the obsession is 'amplification'. Today, live activations are designed to have digital touchpoints so that consumers can use their own personal digital broadcast or 'Channel Me' to personalise and spread that message.
The aim is to provide real-time, neatly packaged chunks of branded content that they can show in between information or 'programming', about their lives. That sounds a bit like an ad to me.
Over the past three years, Ear to the Ground has spent more and more time focusing on distilling a live event into one perfectly captured moment, which can then be communicated beyond the people who are present at the time, to a much wider audience. The cameras had to be in the right spot, the lighting and audio needed to be perfect and the emotional intensity of the 'right' consumer had to be planned and captured.
There are no …