Sharing The Moment

Being able to cultivate an event that truly ‘lives beyond the experience’ is probably the most challenging part of what we do. When brands try hard to force human interaction, they quickly risk the experience becoming disingenuous and losing that all important magic. 

In our time, we’ve come across far too many experiences where brands offer a simple exchange say, your data for a photo or entry to a competition. We feel that just relying on this sort of thing lacks creativity and thought. Brands need to think bigger and more long term. Most can do so much better than this.

We believe sharable content is derived from creating something cool that speaks to the motivating feeling we want to create in the experience. In addition, we must provide content that will appeal to our target market and deliver it in a way that fits with their lives to bring them closer to the brand.

We recently completed a Lacoste project that brought to life the motivating feeling of inspiration, in a collaboration with fashion designers Agi & Sam. We presented the collection in a gallery style format in large square pressed frames and focused on the colours of the collection.

People shared their story of the event through specially created Boomerang booths which involved playing with the colours from the collection. In addition, our content team captured the audience feeling on the night, producing great rich media content for the brand to share long after the event had finished. 

For a long time, we’ve understood that working with social media thought-leaders and influencers can help to spread the experience tenfold. This worked especially well for us when Nando’s collaborated with many artists at our 2016 activations. We saw huge engagement on across many social platforms after they shared their personal festival moments at the activation.

We know through working with many FMCG brands that their target market would rather share media about something they’ve done as opposed to something they’ve got. The experiences we create gives them a great platform to do this.

Strategic use of social and experience results in an increase in consumer engagement, allowing brands to leverage user generated content, something which amplifies their unique brand personality and helps them cultivate those all-important shareable moments.