Page 30 - AdNews Mar-Apr 2021

Investigation
content, sharing some of the secrets behind the prize that year. “We made sure it was format- ted for different setups,” says Panchal. “So people watch it in the kitchen with their family, with their laptop, or they might have it on a smart TV or remote device. And what we loved about that, [there was a] zero per cent drop off. [This is] the benchmark we’re trying to continually
deliver on now.”
Virtual events became a staple
in staying connected with con- sumers and target audiences. However, despite best attempts, many brands continued to miss the mark. Webinar and Zoom fatigue kicked in quickly.
As GPJ’s Bush notes, humans are sensory creatures. They crave a way to connect, especially after last year. And this should influ- ence how brands craft experi- ences with consumers.
“A good brand experience at the moment is going a long way to get people re-engaged with their community,” he says. “We’ve seen that go from being Zoom fatigue, now through to these really content-rich, engag- ing, interactive experiences that are still living online, but it’s a lot more personalised.”
The rise of TikTok in the Australian market in 2020 posed questions about its intentions and whether or not it was safe to use. As more users flocked to the platform, brands wanted to as well but there was still some hesitation.
GPJ worked with TikTok to launch its B2B platform in a time when they couldn’t host a live event for marketers. Instead, they had a content series called Don’t Make Ads. Make TikToks. The five- part series featured marketers from big brands including Optus and Tourism New Zealand, with briefs to local creators to help the brand tell its stories to the TikTok community.
GPJ scripted the content and helped bring the creators in together. The series changed the perception of TikTok in the com- munity and helped marketers understand the potential the platform had to offer their brand.
The hybrid
As restrictions change and more people are allowed to gather, expe- riential marketers are planning more of what has been dubbed “the hybrid” — a mix of live and online components. Bush says having both elements allows for greater reach and insights, which isn’t on offer in just the live space.
“2021 will be the hybrid year,” he says. “We will get to a point where we’re going to start running live experiences again, but we’ve learned so much about streaming those experiences to thousands, if not millions of people.”
Bush notes the success of virtual gaming events that have been happening across the globe for years.
“Millions of people are logging in online to watch these big gaming competitions, and streaming is a massive part of what they do,” he says. “And I think when we go back to the live experiences, we can have all these really important lessons around how to engage with people virtually so we can continue to get the reach that we need.”
For TedX Sydney, an event that usually draws tens of thousands of people, sharing its content online has been part of its model for years. But the interactive, live component wasn’t like it was in previous years.
INVNT worked with the company to bring together a small audience in-person, alongside an even bigger online audience. The day was live streamed with attendees able to dip in and out of their favourite sessions.
Robertson says being able to have an online audience has opened up huge opportunities to reach new people.
What sets experiential marketing apart from other forms of marketing?
Now We Collide chief creative officer Ryan Bodger It’s not so much about setting
it apart from other marketing,
as being a fantastic part of
the whole sector. As a creative production agency we consider experiential as part of a wider digitally integrated or through- the-line (TTL) campaign strategy. We see the opportunity for experiential marketing as a way for us to extend a campaign or brand message and connect with people in a more impactful and sometimes more meaningful way.
Verizon Media head of brand and RYOT Studio ANZ Zoe Crocker
Contrary to what many may think, experiential marketing is not just about events or brand activations. It’s all about engaging, immersive experiences, whether that’s physical, digital or both, that create a very deep and emotional connection with consumers. Through experiences, people become more directly involved in the conversation and
as a result, have a more rewarding and engaged branded experience. Experiential lives on longer.